Liverpool FC Looks to North America

British soccer team Liverpool FC has appointed Fermata Partners to expand its brand in North America. 

Fermata will work with North American manufacturers and retailers to distribute Liverpool FC licensed consumer products throughout the U.S. and Canada, as well as pursue new licensing deals for the sports franchise.

The football club already has strong ties to the region. It is owned by Boston-based Fenway Sports Group, owner of the Boston Red Sox, and the club teamed up with U.S.-based Warrior Sports, a division of New Balance, in 2012 in a six-year deal for the club's official "kit" (a.k.a. uniforms). Beginning with the 2015/16 season Liverpool’s technical apparel will fall under the New Balance brand, as the sportswear label makes its entry into the global football (soccer) business.

“The success of our U.S. pre-season tour in 2014, where we played in front of over 200,000 fans in five cities, demonstrated the strength and popularity of LFC and soccer in general in North America," says Billy Hogan, chief commercial officer, Liverpool FC. "By partnering with Fermata we can provide our fans in North America with the opportunity to buy their favorite club products from a retailer of their choice, be it online or in store.”

Fermata is currently seeking new partners across a range of categories including additional apparel and hard goods.

“We are extremely excited and honored to have the privilege of representing Liverpool, one of the truly great global sport brands,” says Kit Walsh, founding partner, Fermata Partners. “We know there already exists a very strong base of Liverpool supporters in North America, and we see it as our responsibility now to build a platform that will allow current and future supporters much greater access to LFC product in this marketplace.”