.  who we are

Fluid Sports & Brands is an independent sport and brand licensing consultancy, launched in April 2008. The company is owned and led by Tom Howgate, former Commercial Manager of Manchester United Merchandising, and the man credited with establishing Europe’s football club licensing business since his industry “debut” at Old Trafford in 1994. In his subsequent role with Nike, he headed up the licensing operations of other world-renowned clubs, including Manchester United, FC Barcelona, Paris St. Germain and Juventus. He has experience of all aspects of sports merchandising and licensing and has extensive contacts throughout the world of sport and sport brands, as well as a breadth of experience of working with literally hundreds of licensees, agencies, suppliers and retailers within the UK and around the world.

Since 2008, Fluid have been working on a diverse range of business areas within the field of sports and brands, online and offline, new media and old media, including the provision of licensing consultancy services to a number of major football clubs such as Arsenal FC, Manchester City FC, Glasgow Rangers FC and AC Milan. 

We’ve brokered numerous deals with all the world's leading clubs on behalf of a wide array of licensee clients, negotiating image rights contracts with some of the biggest names in sports on behalf of one of the world’s leading sports publishing companies, and advising an International mobile tech business on the development and launch of mobile applications for celebrities of sport and entertainment.

Fluid are professional, corporate, experienced and worldly wise, but have a real passion for new media, new technology and new ways of doing stuff. And they never tire of talking shop.

.  what we do