Interview: Liverpool's Indian licensee aiming to capitalise on country's growing soccer appetite

19 September 2019

Photo: Getty Images Liverpool have supporters from all over the world - now the club is working hard to grow its fanbase in India. Pictured is Mohammed Salah avoiding a tackle from a Newcastle-player at Anfield Road.

The Indian brand management and licensing agency Dream Theatre, charged with licensing the Scousers in South Asia, is targeting young adults, kids and teens in India who are increasingly branching out of cricket into other sports such as football.

Liverpool's unique attacking playstyle has helped attract a following spanning generations in the country, according to Dream Theatre's founder.

A differentiated merchandise line with retro, limited and winner's edition clothing and replica sold by best-in-class partners is to ensure wide appeal across generations.

Emil Gjerding Nielson

In a bid to capture the audience of the world's second most populous country, Liverpool have hired the Indian brand management and licensing agency Dream Theatre to secure what is becoming an increasingly important market for the world's biggest clubs.

Speaking exclusively to, the company's founder, Jiggy George, talks about the market's potential and what tools his company will use to attract and keep the attention of an audience traditionally focused on a single sport - cricket.

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