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Baseline appointed as the exclusive licensing partner of Liverpool Football Club in India, Sri Lanka and Bangladesh

MUMBAI:Popular English football club Liverpool FC has appointed sports marketing, entertainment and brand licensing firm Baseline Ventures as its exclusive licensing agent for India, Sri Lanka and Bangladesh regions.

The four-year deal will see Baseline Ventures and Liverpool FC work to provide fans with access to official merchandise across categories like apparel, footwear, stationary, real estate, mobile phones and FMCG products.

One of the most valuable football clubs across the world, Liverpool FC enjoys a significant following across India with 10 official supporters’ club branches and an LFC International Academy in the region as well as localised language social media channels.

One of the most valuable football clubs across the world, Liverpool FC enjoys a significant following across India with 10 official supporters’ club branches and an LFC International Academy in the region as well as localised language social media channels.

“Liverpool has more than 75 million potential fans (in India) and growing,” Tuhin Mishra, managing director at Baseline Ventures, told ET. “While we will not predict GMV values as of now, but we are very optimistic about the business.”

Mishra said while the contents of the deal are confidential, it follows the usual international model in licensing. “From the licensee’s part, it will be a mix of MG and royalty,” he said. “It will be a mix of product and promotional licensing.” This is not the first time that Baseline Ventures has partnered with the club. The firm had earlier launched Liverpool Soccer Schools in the UAE.

With the core team spread across Mumbai, Delhi, Bengaluru, Singapore and Los Angeles, Baseline exclusively represents India’s badminton sensations PV Sindhu and Kidambi Srikanth. Founded in 1892, Liverpool FC has won 18 League titles, seven FA Cups, eight League Cups, five European Cups, three UEFA Cups, three European Super Cups and 15 Charity Shields.

SOURCE: THE ECONOMIC TIMES