Licensor Diageo and licensing agency Beanstalk are pairing to expand the Guinness beverage brand into new and broader categories.
Orange County Choppers has selected Rocket Licensing to serve as its exclusive licensing agent across Europe.
Automotive manufacturer Carroll Shelby has tapped brand creative agency Blue Kangaroo to help grow and support the brand’s propositions and values.
U.K. firm Licensing Management International has signed four new partners for products that will further expand BSA Motorcycles’ heritage licensing program.
Blonde Sheep Licensing has tapped two new licensees–BWI and Brown Trout–to create and distribute a range of heritage products inspired by the Silverstone brand.
Silverstone, home of British Motor Racing, has tapped In Phase International to create a number of branded car care products.
Goodyear Tire & Rubber Company has added a host of product categories to its portfolio, thanks to recent licensee signings.
The National Basketball Association has entered a new, multi-year marketing partnership with ExxonMobil in the U.S. and China.
Hearst Magazines International has partnered with Seat to create a Cosmopolitan limited edition Mii, Seat’s utility vehicle, in a deal brokered by IMG.
Sports car manufacturer Aston Martin has opened its first brand experience boutique, titled Aston Martin at No. 8 Dover Street, in London’s Mayfair district.
American Honda Motor Co. has appointed Earthbound Brands to take the wheel and drive the company’s licensing program.
Brandgenuity has secured three European licensees to help expand the Gas Monkey Garage brand outside of the U.S.
The Henry Ford, a cultural destination in Dearborn, Mich., will begin licensing its television series “The Henry Ford’s Innovation Nation.”
Ford Motor Company has partnered with ION Audio to launch a range of consumer electronics products inspired by the styling of Ford’s vehicles.
Michael Kors has entered into a lifestyle partnership with McLaren-Honda, becoming the official lifestyle partner of the world championship Formula 1 team.
Perfetti Van Melle has joined forces with French car manufacturer Citroën to launch a special edition 1200 C1 Mentos car.
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