Licensor Diageo and licensing agency Beanstalk are pairing to expand the Guinness beverage brand into new and broader categories.
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.
Gas Monkey Garage, an automotive restorations shop in Dallas, TX, has tapped Dickies to serve as the official apparel partner for the auto shop.
PC and console game publisher GamesCo has partnered with global construction vehicle manufacturer JCB to launch “JCB Pioneer: Mars,” a new, online free-to-play PC game.
Goodyear and fashion retailer Lucky Brand have joined forces to launch an exclusive capsule collection featuring the tire company.
General Motors has tapped Michigan-based lifestyle company The Mitten State to develop an exclusive line of t-shirts based on the company’s vintage performance cars.
Born Licensing has tapped Subaru Australia to star G.I. Joe in an advertising campaign for the new Subaru Levorg.
Lifestyle label Lucky Brand has partnered with NASCAR to create a line of vintage inspired t-shirts.
The Goodyear Tire & Rubber Company has partnered with European licensee Suprimmo to launch a new range of environmentally friendly, three-wheel vehicles, in a deal brokered by the brand's licensing agent IMG.
Winnebago, a manufacturer of recreational vehicles, has partnered with GreenLight Collectibles to create scale models and collectible figures of Winnebago’s vehicles.
Ferrari has announced that it will begin exploring expansion into the luxury good spaces beyond performance sport cars.
Land Rover has partnered with British consumer electronics company Bullitt Group to develop a branded smartphone and range of electronic accessories.
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