Globalization of sports merchandise: a case study of Liverpool FC in India

Abstract

Liverpool FC is one of the best known football clubs around the world. With a loyal fan following, the club has amassed a stronghold in India. There are many supporter groups in multiple cities. These are not only highly active in organising screenings, events but also in enabling digital communication for the club. While Liverpool FC has a lot of ground covered thanks to its army of friends, the one aspect where it severely lacks in is availability of merchandise for its fans. Currently, Indian fans have limited exposure to the entire collection of LFC merchandise. The only way to access the same is either through online ordering or some limited presence in retail. And in these cases either the merchandise becomes too expensive or skips attention of the fans. This report explores this need gap and aims to quantify it. It further aims to explore multiple solutions to address this need gap and how it can be explored with the help of the most suitable offering for the fans. It further aims to identify any alternative business avenue for the club, besides the traditional club merchandise.