Fluid Sports

. 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

For 12 years we have been acting as deal brokers, retained by licensee clients wishing to negotiate deals with multiple major sports clubs and organizations. We know the decision makers within these organizations, we know how to work with them, what they are looking for in a deal, and what deals they are looking for. We work with our clients to deliver the right proposals in the right way to the right people.

1. football & sports licensing hub

Our original ‘bread & butter’ service: we work as specialist consultants to major sports clubs (our current and past clients include some of the world’s biggest football clubs), advising them in the areas of licensing, merchandising, e-commerce and retail. We also conduct commercial audits of sports clubs, reviewing their operations and advising them on how to improve their business performance in these areas.

2. club consultancy

We act as brokers between licensees, retailers, sponsors and promotional partners and the individual players, agents and management companies, past and present. Our reach into this complex and complicated world is wide and deep. We have negotiated numerous player rights deals on behalf of our clients within a number of sectors on a global basis.

3. sporting icons

We have worked for a number of years on commercial projects within the digital and social media sector. We are passionate about the role of digital and social media in the evolution of the licensing industry, and strongly believe the implementation of an engaging digital and social media strategy is at the root of all successful licensing and brand development programs. We work with some of the best people in this industry to provide our clients with the strategic direction they need to excel in this area.

4. digital & social media

Our background working with some of the leading sports brands in the world, including Nike and Adidas, gives us an excellent network of contacts within the Sports Industry, across brands, retailers and federations. Let us take the headache away from you, as you seek to connect with the key decision makers across these organizations.

5. brand introductions

We are freelance consultants, able to step into your business and work alongside you in many different ways, within the world of licensing, sport and brands. We can provide interim licensing management services, project-based licensing services, business audits, and training services. As our name suggests we have a fluid approach to the way we work.

6. licensing projects

Outside of the field of sport, we advise brands new and old on the way to maximize their exposure and revenue from licensing across a range of sectors, by developing a strategic licensing program, and targeting licensees in key product categories. Tom Howgate was a Director of Fluid World , who represented the brand phenomenon Hello Kitty for a number of years, delivering staggering growth in licensing revenue.

7. brand licensing

We are proud of our extensive connections with experts in our industry who provide complimentary services to our own. Whilst we are an independent, privately-owned consultancy, we regularly collaborate with non-competing partner companies to deliver cross-category business solutions to our clients. In other words, if we can’t help you to solve your problem, or deliver your project within the field of sport and brand licensing on our own, we will have a partner who can, and we will work together to meet your objectives.

8. business connections

1. football & sports
licensing hub

For 12 years we have been acting as deal brokers, retained by licensee clients wishing to negotiate deals with multiple major sports clubs and organizations. We know the decision makers within these organizations, we know how to work with them, what they are looking for in a deal, and what deals they are looking for. We work with our clients to deliver the right proposals in the right way to the right people.

Football & Sports Licensing Hub

2. club
consultancy

Our original ‘bread & butter’ service: we work as specialist consultants to major sports clubs (our current and past clients include some of the world’s biggest football clubs), advising them in the areas of licensing, merchandising, e-commerce and retail. We also conduct commercial audits of sports clubs, reviewing their operations and advising them on how to improve their business performance in these areas.

3. sporting
icons

We act as brokers between licensees, retailers, sponsors and promotional partners and the individual players, agents and management companies, past and present. Our reach into this complex and complicated world is wide and deep. We have negotiated numerous player rights deals on behalf of our clients within a number of sectors on a global basis.

4. digital & social
media

We have worked for a number of years on commercial projects within the digital and social media sector. We are passionate about the role of digital and social media in the evolution of the licensing industry, and strongly believe the implementation of an engaging digital and social media strategy is at the root of all successful licensing and brand development programs. We work with some of the best people in this industry to provide our clients with the strategic direction they need to excel in this area.

5. brand
introductions

Our background working with some of the leading sports brands in the world, including Nike and Adidas, gives us an excellent network of contacts within the Sports Industry, across brands, retailers and federations. Let us take the headache away from you, as you seek to connect with the key decision makers across these organizations.

6. licensing
projects

We are freelance consultants, able to step into your business and work alongside you in many different ways, within the world of licensing, sport and brands. We can provide interim licensing management services, project-based licensing services, business audits, and training services. As our name suggests we have a fluid approach to the way we work.

7. brand
licensing

Outside of the field of sport, we advise brands new and old on the way to maximize their exposure and revenue from licensing across a range of sectors, by developing a strategic licensing program, and targeting licensees in key product categories. Tom Howgate was a Director of Fluid World , who represented the brand phenomenon Hello Kitty for a number of years, delivering staggering growth in licensing revenue.

8. business
connections

We are proud of our extensive connections with experts in our industry who provide complimentary services to our own. Whilst we are an independent, privately-owned consultancy, we regularly collaborate with non-competing partner companies to deliver cross-category business solutions to our clients. In other words, if we can’t help you to solve your problem, or deliver your project within the field of sport and brand licensing on our own, we will have a partner who can, and we will work together to meet your objectives.