The sports licensing consultancy arm of Fluid World, Fluid Sports has added another Premier League football club to its growing portfolio.
Building on a strong first year working with Arsenal FC, Fluid is now looking to use a similar business model for Manchester City. The firm is actively looking for new licensing partners for the club in both the UK and overseas markets across all key categories.
"Manchester City is arguably the Premier League club with the most growth potential in licensing terms," explained Tom Howgate, director of Fluid World. "The club already has one of the largest and most loyal fanbases, and the promise of on-pitch success which we all hope will follow last year's takeover means we expect this to grow even further, both domestically and abroad.
"The club is ambitious in its plans to develop as a major Premier League force, both on and off the pitch. Fluid's role is to ensure the club can capitalise, in licensing terms, on its newly elevated profile, by providing a broad range of great products and services to a wider global audience."
Duncan Martin, head of retail at Manchester City, added: "We are delighted to be working with Fluid in developing our worldwide licensing programme. The club is entering a new phase of development and we feel that Fluid will help the club's existing and new licensees make the most of the new opportunities."