Agency will develop licensing business in India and South Asia for football club.
Dream Theatre is to develop the licensing business for Liverpool FC in India and South Asia, covering Pakistan, Afghanistan, Nepal, Bangladesh, Bhutan, Sri Lanka and the Maldives.
The deal will give football fans in India access to a range of licensed products across categories including apparel, sporting goods, accessories, gifts and novelties and eyewear, as well as activity in the lifestyle sector.
Liverpool is one of the most popular English Premier League clubs in India and has been named as one of the most trusted football clubs in India across successive seasons.
“We are very proud and thrilled to be working with Liverpool Football Club, the Champions of Europe,” said Jiggy George, ceo and founder of Dream Theatre. “The club has such a strong legacy and a very passionate fan base in India.
“Dream Theatre will forge long-term partnerships with licensees and retailers with one aim: drive value for our partners and delight our fans and consumers with authentic products that are world class, affordable and accessible.”
Mike Cox, svp merchandising at Liverpool FC, added: “We’re delighted to welcome Dream Theatre to our global football and retail family. Relationships like this are incredibly important to the club to ensure that we can bring LFC closer to all our supporters who are based across the world, not just at home in Liverpool.”
Brand agency also tasked with developing Premier League club’s licensing business in South Asia.
English soccer giants Liverpool have teamed up with brand management and licensing agency Dream Theatre to develop their merchandise business in India and South Asia.
The deal, which as well as India covers Pakistan, Afghanistan, Nepal, Bangladesh, Bhutan, Sri Lanka and the Maldives, will see Dream Theatre work with licensees to create a comprehensive line of products and services for the Premier League outfit.
The 3rd edition of India Licensing Expo (ILE) 2019 – India’s largest brand licensing exhibition began on a rainy note at the Bombay Convention & Exhibition Centre, NESCO. However, this didn’t dampen the mood indoors, as the conference kicked off with Marty Brochstein from Licensing International lighting the traditional lamp.
The opening address was delivered by Ms. Ritu Marya, editor of Franchise India. Martin “Marty” Brochstein along with Jiggy George, Founder & CEO, Dream Theatre and Head, Licensing International, India delivered the opening keynote on The Future Trends In Brand Licensing & Building new Labels.
Marty took the stage first and spoke about some of the key global statistics and India’s place among its peers (#18 in 2018 – up 2 spots from #20 in 2017) with $1.59 billion sales in retail. He spoke about how these days many brands are digitally native, given the changing landscape fuelled by the technology disruption and all-pervasive nature of e-commerce. However, 76% of business is still done in brick & mortar stores. He then briefly touched upon the growing importance of “experiential licensing” riffing off Ms. Ritu Marya’s comment that “people have enough stuff they crave experiences” He also shared some examples of successful collaborations done by brands like Nike & Netflix (Stranger Things) and Vans and Warner Bros. (Harry Potter). He concluded his presentation by highlighting the importance of being more socially conscious especially if one wants to be relevant to the younger audience.
Marty was followed by Jiggy George Founder & CEO, Dream Theatre India Pvt Ltd., who shared his thoughts on licensing trends from an Indian & Asian context.
He echoed Marty’s sentiment that the future of licensing lay in ‘experiences’ and that brand owners should pay heed if they are to survive in this new-brand-a-day market.
These days when everyone is “looking down” instead of “looking up” Jiggy shone the spotlight on a few key trends/opportunities for the licensing fraternity to take note off.
The rise of digital brands like Youtubers – Ryan from Ryan’s Toy Review who has 19.8 million subscribers, ChuChu TV which has over 10 channels and 39 million subscribers, and influencers like Lilly Singh & Bhuvan Bham who are raking in the moolah by being topical and completely in sync with their followers. So is digital content the new brand opportunity?Are digital influencers the new celebrity? Jiggy then delved deeper into the discussion around building franchises that last like a Superman, Harry Potter, Game of Thrones and even homegrown IP like Singham which has managed to transform and re-invent itself its latest avatar being Little Singham!
With the ICC Cricket World Cup on, how could one not speak about the HUGE opportunity in sports. Not just cricket but even E-sports, which has spawned such franchises as Fortnite and PUBG. There are 250 million Fortnite users around the globe! The Marshmellow performance on Fortnite saw 10 million viewers, 300 million dollars were spent every month on Fortnite merchandise.
To round it off after sharing his thoughts on curated brand experiences like the Cartoon Network tie-up with Marriott and Cher’s collab with Sofitel, Jiggy flew around Asia to highlight some interesting examples of how some of their exports are influencing the youth in India like Pokémon (Japan), K-Pop & Hello Kitty (Korea) and more. He concluded by posing a challenge to Indian designers to create our own design aesthetic which will resonate with the world.
To cap off the day Jiggy won the Brand Licensing Leader Award (Agent) You can watch him get Jiggy with it
India…India….India…India. That is something you won’t be hearing in this 2018 FIFA World Cup.
Coming to the sore point about our country’s participation in the global event, even though we have a population of more than 1.3 Billion of which more than 50% fall under the age of 25. It baffles me why we cannot have a team capable enough to make it all the way. Again, I am not trying to demean the efforts of the existing players and in no way suggesting they are incompetent. It is more to do with the environment and facilities that are almost non-existent. We have never been part of any world cup although the team did qualify by default in 1950 after all the other nations in our qualification group withdrew. However, we withdrew prior to the beginning of the tournament.
There has been some progress lately and we are seeing a shift in sports preference from the newer generation and thanks to the huge investments in football by Reliance, the ISL has grown considerably popular and viewership has increased year on year. The audience with the exposure to the various European leagues fixtures and UEFA’s various formats have accepted football as a viewing sport and the matches have made itself a talking point amongst youngsters, with each one choosing a team which they associate. The fan base for each team has considerably increased especially the teams from England and Spain and the largest followers being for Real Madrid which stands at 77.3 Million across all digital platforms.
FIFA brings in great interest in football and most fans are for Argentina and Brazil, with Portugal, England, Germany, Spain and Italy being the other countries. We see great enthusiasm and match screenings are the new way to catch up with friends. The world cup truly gets people together irrespective of your country’s participation and this particularly holds true for us. SET India the broadcast partners for the world cup has used this as a campaign idea and created an amazing connect with the audience using the idea “Meri Doosri Country”.
Russia 2018 will be a defining world cup for two of greatest legends to grace the field; Messi and Ronaldo. It will probably be their last world cup and both with their respective teams will try their very best to lift the golden trophy. One team that will be missed is Italy and it is still something the fans need to overcome. The world cup has always seen Italy’s participation and this will be the first time in 60 years that the Azzuris have not qualified considering they are 4 time champions and have players of exceptional quality. Of the other teams Brazil is always the crowd favourite because of the way they play, its pure magic. They will this time be out for revenge against Germany for the humiliating defeat they suffered at home turf in 2014. Germany the current holders will try to do a double. The team looks in good shape apart from a few ageing players. My dark horse is the Belgian side A.K.A Red Devils. They are the side to watch out as they have players with exceptional talent and good both in attack and defence. Let us hope to see a fantastic battle between the teams and I am hoping my doosri country wins.
On the merchandise front we have been witnessing this change from early 2013, when we first decided to take a shot at the FIFA world cup 2014. We were unsure of how a cricket crazy country would react to the merchandise though we knew that as an aspirational sport the merchandise would sell coupled with the interest in football. Our bet paid off and we did some unbelievable sales. This gave us confidence to look at football offerings more closely. We now have Real Madrid and of course FIFA 2018 merchandise in the market with more categories activated.
2018 FIFA World Cup Russia has a whole host of authentic licensed merchandise ranging from Apparel to Bags, Sippers, Footballs, Footwear, gifts and novelties and more with prices beginning at INR 299. The Alcis 2018 FIFA World Cup Russia fan wear range comprises over 550 products with T-Shirts, Polo T-shirts, Shorts, Track pants, Tracksuits, Hoodies, Jackets, Sweatshirts, Jerseys and Caps. The range starts at INR 399. The merchandise is available from 1000+ apparel stores and large format stores like Lifestyle, Shoppers Stop, Max Retail, Central, Globus, Sports Station along with leading e-commerce platforms.
So while you will be watching the biggest sporting event from 14th of this month, do show your love for the assortment of merchandise we have put out for you. Help us create more fanatics and support our cause, which is none except it makes good business.