360 Audit scores with Liverpool FC

Samantha Loveday

By Samantha Loveday

March 14th 2012 at 10:20AM
360 Audit scores with Liverpool FC

Firm to provide royalty auditing services to the football club.

Global royalty auditing business 360 Audit has signed up with Liverpool FC.

The company will now provide royalty auditing services to the club, identifying licensee underpayments, as well as ensuring accurate payment on existing commercial agreements including undertaking a recent complex audit of a historical high profile kit sponsor.

The firm will carry out audits across the club's portfolio of licensees. Notably, last year Liverpool FC generated more revenue from merchandise sales than any other English club (source: European Football Marketing Report, Sport + Markt).

"Liverpool is one of the greatest supported clubs in the world, with a huge international following - auditing for the club is a major coup for 360 Audit," said Henna Riaz, MD of the firm. "Global sports brands is a key division of our business - we currently act for many high profile sporting organisations and personalities and this is a key addition to the portfolio.

"Liverpool FC is an extremely powerful brand and we will be covering all aspects of the brand exploitation from sports licensing to sponsorship and endorsements."

Ian Ayre, MD of Liverpool FC, added: "I have already seen firsthand the commercial value of carrying out audits with the 360 Audit team. We have more than 100 licensing partners and recognise the importance of ensuring agreements work successfully for all parties involved. 360 Audit's involvement is already having a positive impact."