Legendary rock group The Who have signed a worldwide merchandise partnership with the brand development company BandMerch.

As part of the new partnership, BandMerch plans to unveil new technologies and features to enhance the fan experience on the band’s upcoming tour, as well as merchandising deals.

“Having the opportunity to work with this iconic band and brand, The Who, as they prepare to launch one of the biggest tours of the coming year, is exactly what this company is built to do,” says Joseph Bongiovi, president, BandMerch. “We look forward to a long and prosperous relationship as The Who’s official merchandise representative, creating enduring and enjoyable experiences for the band’s fans all over the world.”