Apple Corps and Universal Music Group (UMG) will take to the License Global Main Stage on Tuesday 6 October at 2:00pm at Brand Licensing Europe (BLE) for an exclusive headline keynote exploring how they are evolving The Beatles’ licensing, retail and fan experiences while honouring more than six decades of cultural legacy.
Beyond Beatlemania: Evolving The Beatles’ Licensing, Retail and Fan Experiences will bring together Apple Corps’ Jonathan Sands – Head of Experiences, Paul Cole – Head of Consumer Product Licensing and Miranda Langford – Head of Marketing, with Damian Treece – Head of Licensing UK Commercial, UMG UK, to share the thinking behind the next chapter for The Beatles brand, from reaching legacy fans and Gen Z audiences to developing merchandise, e-commerce and new physical experiences. The session will be moderated by Ian Hart – Head of Content, License Global.
A major focus will be The Beatles at 3 Savile Row, the band’s first official fan experience, set to open in 2027. Apple Corps will discuss the strategy behind the project and consider how experiential retail can create new connections between fans and the music, stories and history they love.
The conversation will also look ahead to an unprecedented period of activity, spanning the 60th anniversaries of Sgt. Pepper’s Lonely Hearts Club Band and The White Album, alongside Sam Mendes’ highly anticipated The Beatles – A Four-Film Cinematic Event, slated for theatrical release in 2028 starring Harris Dickinson, Paul Mescal, Joseph Quinn and Barry Keoghan as John Lennon, Paul McCartney, George Harrison, and Ringo Starr respectively.
Key takeaways will include:
- Strategies for reaching legacy fans and Gen Z audiences
- The role of experiential retail and the thinking behind The Beatles at 3 Savile Row
- New approaches to merchandise development and e-commerce
- How to balance heritage with contemporary relevance
- Planning licensing and retail activity around major cultural moments
Damian Treece, Head of Licensing – Universal Music Group UK said: “From multi-generational marketing strategies that resonate across superfans and Gen Z audiences, to innovative merchandise development and e-commerce transformation, we’ll be sharing how Apple Corps and UMG are balancing heritage with contemporary relevance and our vision for bringing Beatlemania into the future.”
Ella Haynes, Event Director, Global Licensing Group, which includes tradeshow events Brand Licensing Europe and Licensing Expo, as well as media brand License Global, said: “The Beatles are one of the most recognised and loved music brands in the world, and with such an exciting few years ahead, this is a brilliant time to hear directly from Apple Corps and UMG.
“The BLE audience will get a rare look at the strategy behind managing an iconic brand of this scale – how the teams plan for major cultural moments, respond to changing consumer behaviour and make decisions about where The Beatles go next.
“It’s a fascinating case study in the long-term potential of great IP and how you build on decades of brand equity, embrace new opportunities and keep finding fresh ways to excite audiences across generations. I think there will be some incredibly valuable lessons here for the whole licensing industry.”
BLE has also announced four further sessions for this year’s content programme:
Tuesday 6 October, 11:30am at the Networking Hub
Sponsored session: Legal Solutions for Every Stage of Your Brand Licensing Journey, led by JMW’s John Burns, will offer practical guidance on protecting, growing and defending brands, and an expert panel will conduct a lively discussion
Wednesday 7 October, 12:30pm on the License Global Main Stage
Sponsored session: Françoise Guyonnet and Zoé Marty from STUDIOCANAL Kids & Family will present Paddington: From Storybook to Pop Culture, exploring the character’s growing lifestyle appeal, new audiences and global experience.
Wednesday 7 October, 10:30m at the Networking Hub
What’s Winning with Kids, a workshop session with WildBrain, Magic Light Pictures and Sesame taking a closer look at what’s resonating with young audiences right now and what that means for licensing professionals looking to stay ahead of the curve.
Wednesday 7 October, 4:00pm on the License Global Main Stage
Score some great learning at the Beyond Game Day: Building 365-Day Consumer Brands from Sports IP panel session.Ian Hart, head of content at License Global, will be joined by ATP Tour’s Joan Carrera López and The Football Association’s Chris Beck to find out how sports organisations are leveraging licensing partnerships to build deeper fan connections, enter new consumer segments and create sustainable revenue streams that extend well beyond the final whistle or championship point.
Find the full live content programme here.
BLE is the only pan-European annual event dedicated to licensing and brand extension and takes place 6–8 October 2026 at Excel London. Registration is free for licensing professionals until 5 October when it increases to £30.
Brand Licensing Europe is sponsored by association partner Licensing International.
