Brand Licensing Market Report 2025

The brand licensing market size has grown strongly in recent years. It will grow from $295.26 billion in 2024 to $314.44 billion in 2025 at a compound annual growth rate (CAGR) of 6.5%. The growth in the historic period can be attributed to the rise in consumer demand, growth in e-commerce adoption, increase in sports licensing, surge in global franchising, and expansion of digital branding.

The brand licensing market size is expected to see strong growth in the next few years. It will grow to $397.83 billion in 2029 at a compound annual growth rate (CAGR) of 6.1%. The growth in the forecast period can be attributed to growing digital content licensing, rising demand for brand marketing, expansion of virtual branding, rising corporate brand extensions, and rising celebrity endorsements. Major trends in the forecast period include technological advancements, AI-powered licensing solutions, blockchain-enabled brand protection, integration of NFTs in licensing, and hybrid licensing models.

The forecast of 6.1% growth over the next five years reflects a modest reduction of 0.3% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. Trade tensions may impact U.S. brand management firms by inflating prices for digital asset management platforms and royalty tracking systems sourced from the UK and Canada, resulting in higher operational costs for intellectual property management and reduced profit margins on licensing deals. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

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 Pokémon 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).

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The sharp rise in U.S. tariffs and the ensuing trade tensions in spring 2025 are taking a toll on the professional services sector, especially within legal, consulting, architectural, and engineering fields. Increased duties on imported technology, software, office hardware, and digital infrastructure have pushed up operational costs for firms that rely on global systems and resources. Cross-border consulting engagements are experiencing delays and higher expenses due to elevated travel costs and limited access to international data and tools. Moreover, industries heavily impacted by tariffs such as manufacturing, construction, and logistics are reducing their reliance on outsourced services, dampening demand for professional support. In response, service providers are reassessing pricing models, strengthening ties with domestic vendors, and accelerating the adoption of AI and automation to maintain profitability and client satisfaction in an increasingly volatile environment.

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 décor, 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 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 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.

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