Billboard is expanding its global reach across Europe, the Middle East and Africa.
The Hollywood Reporter–Billboard Media Group announced on Wednesday (June 8) that Billboard has appointed CPLG to represent the brand’s licensing initiatives for products and retail across those regions.
CPLG is one of the world’s leading entertainment, sports and brand licensing agencies, with the deal expected to amplify Billboard’s international portfolio of consumer products.
The new licensing agreement will include merchandise ranging from apparel and accessories to audio and electronics, stationary, food and beverage items, toys and games, music compilations, and other products.
“Working with CPLG will allow Billboard to not only further expand our branded consumer products and retail initiatives into new territories, but also accelerate our international growth with a known industry leader,” said Francisco Arenas, senior vice president, business development and licensing, Billboard and The Hollywood Reporter. “With our aggressive expansion agenda into new businesses, CPLG will complement our strategy with local knowledge, which will allow us to partner with best-in-class licensees and retailers in the region.”
“This impressive partnership will introduce a new audience to Billboard and allow the global music brand to connect with their loyal followers through the launch of consumer products in these markets,” added Steve Manners, executive vice president, CPLG.
The new partnership is the latest move in Billboard’s international expansion efforts through product and retail, media content and licensing. Earlier this year, the company appointed IMG as the brand’s licensing agent in Asia. And in April it partnered with fashion retailer OXYGEN to create the brand’s first-ever apparel collection, which debuted in the Philippines. As well, Billboard Thailand was launched in March.