Brand Licensing Market Report 2026

The brand licensing market size has grown strongly in recent years. It will grow from $314.44 billion in 2025 to $334.25 billion in 2026 at a compound annual growth rate (CAGR) of 6.3%. The growth in the historic period can be attributed to expansion of global consumer brands, increasing popularity of licensed merchandise, growth of entertainment franchises, rising cross-border licensing agreements, increased retail brand collaborations.

The brand licensing market size is expected to see strong growth in the next few years. It will grow to $419.03 billion in 2030 at a compound annual growth rate (CAGR) of 5.8%. The growth in the forecast period can be attributed to growing adoption of digital licensing platforms, rising focus on sustainability-driven brand partnerships, expansion of virtual and metaverse-based licensing, increasing monetization of brand IP assets, growing demand for transparent royalty tracking. Major trends in the forecast period include expansion of digital-first brand licensing agreements, rising use of data analytics in royalty management, growing demand for cross-category brand extensions, increased focus on ip protection and compliance, growth of experiential brand 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 companies operating 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, Universal Brand Development.

North America was the largest region in the brand licensing market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the brand licensing market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the brand licensing market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, 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.

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