Fermata Partners Selected to Represent Liverpool Football Club’s Licensing Rights for North America


liverpoolATLANTA, GA  (March 31, 2015) – Fermata Partners, an Atlanta-based consumer products licensing agency, has been appointed by Liverpool Football Club (LFC) as the Club’s nominated representative for North America.  The relationship, which will officially commence on April 1, 2015, will charge Fermata Partners with the objective of growing the Liverpool FC brand through aligning with North American manufacturers and retail accounts to strategically distribute Liverpool FC licensed consumer products throughout the U.S. and Canada.

Liverpool is not only one of the most successful professional soccer clubs in the world, but also one of the best known sports brands throughout the world.  On the pitch (field), the Reds boast a history of incredible domestic success in English competitions, including 18 League Titles, seven FA Cups, and eight League Cup trophies.  Liverpool is a near constant participant in European competitions, such as the UEFA Champions League, where it has won more European trophies (11) than any other English team.

Strong ties to North America already exist for LFC.  The Club is owned by Boston-based Fenway Sports Group, which also owns the Boston Red Sox.   Additionally, in 2012, Liverpool signed a six-year deal with U.S.-based Warrior Sports, a division of New Balance, to provide the Club’s official “kit” (jersey) and other team-issued performance product.  Beginning with the 2015/16 season, Liverpool’s technical apparel will fall under the New Balance brand, as that iconic American brand begins to enter the global football business.

“We are extremely excited and honored to have the privilege of representing Liverpool, one of the truly great global sport brands,” said Kit Walsh, founding partner of 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.”

Upon launch of this partnership, Fermata will immediately begin pursuing agreements on Liverpool FC’s behalf in a wide array of products, including both apparel and hardgoods categories.  Fermata’s team of consumer products licensing experts will work closely with LFC’s staff to identify and evaluate opportunities.  Together, Fermata and Liverpool FC will pursue important alliances with key North American retail accounts to support both the sell-in and sell-through of LFC consumer products.

Commenting on the agreement, Billy Hogan, Chief Commercial Officer at Liverpool FC, said: “The success of our US 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.  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.”

About Liverpool Football Club

Founded in 1892, Liverpool FC is one of the world’s most historic and famous football clubs having won 18 League Titles, five European Cups, three UEFA Cups, three European Super Cups and 15 Charity Shields. As a socially responsible Club, Liverpool FC is proud of its heritage and plays a proactive role in its communities through its official charity, Liverpool FC Foundation. By delivering a range of award-winning programs, the Foundation motivates and inspires children and adults, both at home and overseas, using football and the power of the Liverpool FC badge. Its contribution has been recognized by the award of a Community Mark from Business In The Community. Liverpool FC is a global brand and works with leading edge commercial partners around the world providing unparalleled commercial opportunities.


Media Contacts

Liverpool FC PR Office

Tel: +44 151 432 5686



About Fermata Partners


Fermata Partners, based in Atlanta, is a specialized consumer products licensing agency that partners with brands possessing deep affinity in sport, lifestyle, and college to formulate global licensing strategies and deliver practical execution. The firm has assembled a diverse team with deep experience in the collegiate licensing industry as well as licensing for other sports and lifestyle brands.  For more information on Fermata Partners, please visit www.fermatapartners.com.


For more information, contact: Scott Bouyack of Fermata Partners at 

sb@fermatapartners.com or 404-996-1965