IT’S all systems go at World Sports Solutions, one of Manchester’s newest players in the sports business field.

The Old Trafford company, founded last year by the former managing director of Manchester United International Michael Farnan, is in the late stages of a reverse flotation on the AIM market and has just signed a major partnership deal with ambitious Premier League club Leeds United.

WSS, which is linking up with Manchester businessman and serial deal-doer Michael Edelson for the reverse takeover of the Mottram Group, hopes to raise £1m through a placing and open offer of 1.5 milion shares. The proceeds from the AIM float will fund further growth in what - despite recent fears - is still a lucrative and expanding market place.

Chief operating officer Ian Ayre said a frequent misconception was that WSS acts as an agent for sports stars. ‘‘Our focus is commercial, we are not involved in player transfers, but in helping our clients to maximise their commercial income through sponsorships and so on.

‘‘The mixture of sport and business is represented in the way our company is structured. Around half of the people here are focused inward towards sport while the others are facing the corporate world.

‘‘The idea is that we fit between the two entities giving value to both sides.’’

Football investment

Mr Ayre, 39, joined WSS five months ago from Premium TV, a subsidiary of cable TV company ntl. He says that despite concerns that football’s financial bubble may have burst, big corporations will continue to invest in it.

‘‘I think what is happening is that big companies such as Barclaycard and Nationwide, who are major financial supporters of the game are looking at how they are getting a return on their investment. We aim to help them extract true value.

‘‘We take a view that sport is going to be there and that sport as a tool for marketing is going to be available. The current climate has led some firms to ask if they are getting value for money. In most cases the answer is ‘No, probably not’. Our job is to make sure they do by helping them to sell more product.’’

The Leeds United deal signed on Tuesday is evidence that WSS is becoming a well-known name in the sector. It already advises world soccer greats Luis Figo and Patrick Vieira on the best ways to exploit their commercial rights and also has leading Spanish giants Barcelona, French soccer side Paris St Germain and the Williams Formula 1 motor racing team on its books.

Over the five years of the partnership WSS will help the ambitious Yorkshire club exploit its football brand worldwide, in terms of merchandising and licensing.

The partnership is an exclusive agreement and Leeds United will be the only Premiership club represented by WSS. The partnership will focus on the development, management and implementation of a defined merchandising and licensing programme, with the aim of globalising the Leeds United football brand.

WSS says it will use its extensive distribution and service network across the world, with the initial phase of merchandising and brand licensing targeting Australia, Scandinavia and South Africa before moving onto Japan and Asia.

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