Apple Corps and Universal Music Group (UMG) will take to the License Global main stage at Brand Licensing Europe (BLE) on Tuesday 6 October for a keynote exploring how they are evolving The Beatles’ licensing, retail and fan experiences while honouring more than six decades of cultural legacy.
Entitled ‘Beyond Beatlemania: Evolving The Beatles’ Licensing, Retail and Fan Experiences’, the session will bring together Apple Corps’ head of experiences Jonathan Sands, head of consumer product licensing Paul Cole and head of marketing Miranda Langford, alongside UMG’s head of licensing UK commercial Damian Treece.
The panel will share insights into the future of The Beatles brand, from engaging long-standing fans and Gen Z audiences to developing merchandise, e-commerce and new physical experiences.
A key focus will be The Beatles at 3 Savile Row, the band’s first official fan experience, which is set to open in 2027. Apple Corps will discuss the strategy behind the project and how experiential retail can create new connections between fans and the music, stories and history they love.
The discussion will also look ahead to a busy period for the brand, including the 60th anniversaries of Sgt. Pepper’s Lonely Hearts Club Band and The White Album, as well as Sam Mendes’ highly anticipated ‘The Beatles – A Four-Film Cinematic Event’, scheduled for theatrical release in 2028.
Ella Haynes, event director of BLE organiser Global Licensing Group, 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, the only pan-European annual event dedicated to licensing and brand extension, takes place at Excel London from 6–8 October 2026. It features over 2,500 brands and more than 7,500 licensees, manufacturers, retailers, distributors and licensing agents.
