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Brand Licensing Global Market Report 2025
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Brand licensing refers to a strategic collaboration in which a brand owner (licensor) permits another party (licensee) to use their brand assets, such as trademarks or logos, in return for royalties or fees. This arrangement allows licensees to benefit from the brand's established reputation while enabling licensors to expand their market presence without incurring additional production costs.

The main types of brand licensing include apparel, toys, accessories, home decor, software or video games, food and beverage, and other categories. Apparel brand licensing is an agreement where a brand owner allows a licensee to produce and sell clothing under its brand name in exchange for royalties or fees. This type of licensing is applied across various sectors, such as entertainment, corporate trademarks, fashion, sports, and more. Key end-users include retail and e-commerce businesses, media and entertainment companies, sports teams and leagues, luxury brands, consumer goods manufacturers, and the automotive and accessories sectors.

The brand licensing market research report is one of a series of new reports from The Business Research Company that provides brand licensing market statistics, including the brand licensing industry global market size, regional shares, competitors with the brand licensing market share, detailed brand licensing market segments, market trends, and opportunities, and any further data you may need to thrive in the brand licensing industry. This brand licensing market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

The brand licensing market size has grown strongly in recent years. It will grow from $295.26 billion in 2024 to $312.79 billion in 2025 at a compound annual growth rate (CAGR) of 5.9%. The growth observed in the historic period can be attributed to the increase in consumer demand, the growth in e-commerce adoption, the rise in sports licensing, the surge in global franchising, and the expansion of digital branding.

The brand licensing market size is expected to see strong growth in the next few years. It will grow to $390.83 billion in 2029 at a compound annual growth rate (CAGR) of 5.7%. The expected growth in the forecast period can be attributed to the growing digital content licensing, the rising demand for brand marketing, the expansion of virtual branding, the increasing corporate brand extensions, and the growing influence of celebrity endorsements. Key trends anticipated in this period include technological advancements, AI-powered licensing solutions, blockchain-enabled brand protection, the integration of NFTs in licensing, and the emergence of hybrid licensing models.

The rising demand for consumerism is expected to drive the growth of the brand licensing market. Consumerism, which encourages the acquisition of goods and services in increasing amounts, is being fueled by higher disposable incomes, greater access to products, and changing lifestyle preferences, leading people to purchase more goods and services. Brand licensing plays a crucial role in supporting consumerism by enabling companies to expand their brand reach, improve product differentiation, enhance customer loyalty, and justify premium pricing. By leveraging established brand names, businesses can make their products more appealing, expand market access, and stimulate consumer demand, ultimately promoting higher purchasing behavior. For example, in 2023, the Bureau of Labor Statistics, a U.S.-based government agency, reported that the average annual consumer expenditure reached $77,280, marking a 5.9% increase from 2022. This growing demand for consumerism is driving the expansion of the brand licensing market.

Companies operating in the brand licensing market are focusing on technological integrations and strategic expansion initiatives. These initiatives help businesses improve product performance, strengthen brand identity, and engage with consumers more effectively. By expanding their presence in new markets and reaching more consumers, companies can increase revenue and boost brand value. For instance, in February 2025, Citgo Petroleum Corporation, a U.S.-based fuel industry company, launched a strategic brand licensing program aimed at expanding into five new U.S. markets, including Arizona, Colorado, New Mexico, Nevada, and Utah. This program allows qualified marketers and retailers to source gasoline while utilizing CITGO's TriCLEAN additive system, a premium fuel with 50% more cleaning agents. The company is also considering expanding into additional states in the future.

In January 2024, Authentic Brands Group LLC (ABG), a U.S.-based brand management company, acquired Sperry for approximately $130 million. This acquisition aims to expand Sperry's global presence by utilizing ABG's licensing model, partnering with ALDO Group for North American operations and global footwear distribution. The acquisition will help optimize brand growth, enhance market reach, and foster innovation in the footwear industry. Sperry, a U.S.-based footwear company, is well-known for its boat shoes and other licensed casual footwear.

Major players in the brand licensing market are General Motors, The Walt Disney Company, Procter & Gamble, Warner Media Inc., Paramount Global, Electrolux, Major League Baseball, National Football League, The Pokemon Company International, PVH Corp., Hasbro Inc., Ferrari, Meredith Corporation, Learfield IMG College, Sanrio Co. Ltd., Authentic Brands Group, Sequential Brands Group, Iconix Brand Group, BlueStar Alliance, and Universal Brand Development.

North America was the largest region in the brand licensing market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in brand licensing report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa.

The countries covered in the brand licensing market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The brand licensing market includes revenues earned by entities by providing services such as trademark licensing, character and entertainment licensing, sports licensing, fashion and apparel licensing, and corporate brand licensing. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Brand Licensing Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses on brand licensing market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

Reasons to Purchase

Where is the largest and fastest growing market for brand licensing ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward? The brand licensing market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

The forecasts are made after considering the major factors currently impacting the market. These include the Russia-Ukraine war, rising inflation, higher interest rates, and the legacy of the COVID-19 pandemic.

Scope

Table of Contents

1. Executive Summary

2. Brand Licensing Market Characteristics

3. Brand Licensing Market Trends And Strategies

4. Brand Licensing Market - Macro Economic Scenario Macro Economic Scenario Including The Impact Of Interest Rates, Inflation, Geopolitics And Covid And Recovery On The Market

5. Global Brand Licensing Growth Analysis And Strategic Analysis Framework

6. Brand Licensing Market Segmentation

7. Brand Licensing Market Regional And Country Analysis

8. Asia-Pacific Brand Licensing Market

9. China Brand Licensing Market

10. India Brand Licensing Market

11. Japan Brand Licensing Market

12. Australia Brand Licensing Market

13. Indonesia Brand Licensing Market

14. South Korea Brand Licensing Market

15. Western Europe Brand Licensing Market

16. UK Brand Licensing Market

17. Germany Brand Licensing Market

18. France Brand Licensing Market

19. Italy Brand Licensing Market

20. Spain Brand Licensing Market

21. Eastern Europe Brand Licensing Market

22. Russia Brand Licensing Market

23. North America Brand Licensing Market

24. USA Brand Licensing Market

25. Canada Brand Licensing Market

26. South America Brand Licensing Market

27. Brazil Brand Licensing Market

28. Middle East Brand Licensing Market

29. Africa Brand Licensing Market

30. Brand Licensing Market Competitive Landscape And Company Profiles

31. Brand Licensing Market Other Major And Innovative Companies

32. Global Brand Licensing Market Competitive Benchmarking And Dashboard

33. Key Mergers And Acquisitions In The Brand Licensing Market

34. Recent Developments In The Brand Licensing Market

35. Brand Licensing Market High Potential Countries, Segments and Strategies

36. Appendix

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