COMPANY PROFILE: Fluid World - Licensing.biz

COMPANY PROFILE: Fluid World

Fluid turned out to be very appropriate name for the company formed earlier this year.
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Founded by Hasbro’s licensing director Andrew Lane and former Manchester United licensing chief Tom Howgate, the firm was born from Lane and Howgate’s belief that the potential of football club licensing was being hampered by ingrained partisanship and not very splendid isolationism.

So Howgate quit a job with the biggest club in the world to chase something even bigger: a pivotal role in creating a business model and an environment where Manchester United, Arsenal, Liverpool, Chelsea and others don’t compete, but co-operate to drive the concept of football licensing to new heights – and benefit long-term from having slices of a bigger pie.

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Fluid World

Fluid turned out to be very appropriate name for the company formed earlier this year by Hasbro?s licensing director Andrew Lane and former Manchester United licensing chief Tom Howgate.