Technology platform Brainbase has announced media company Penske Media Corporation (PMC) will begin using Brainbase's brand licensing platform to streamline and manage its global licensing business. 

PMC owns media brands including Billboard, Robb Report, Rolling Stone, SXSW, The Hollywood Reporter, Variety and WWD.  

"We're thrilled to combine Brainbase's leading licensing technology platform with PMC's innovation in the media and entertainment space to create an elevated consumer products program," says Nate Cavanaugh, co-founder, chief executive officer, Brainbase. "Our team is committed to delivering industry-leading technology that will take PMC's growing licensing business to the next level and contribute to their organization's success for years to come." 

"As PMC continues to evolve with its brands' audiences, we're excited to expand our licensing program to new categories including cannabis, health & wellness, food and beverage, apparel and more," says Rachel Terrace, senior vice president, licensing and brand development, PMC. "The Brainbase platform will enable us to optimize our processes and in turn launch a diverse range of partnerships across our iconic brands." 

Brainbase brings together every feature required to run a global licensing business at scale so licensing teams can make smarter, faster decisions. With the help of Brainbase, IP owners can unify their global operations into a single software platform – from deals, product approvals, royalty reporting, digital asset management, and dashboard analytics. 

Since its founding in 2004, PMC has acquired, launched and partnered with some of the most prestigious brands, creating one of the world's largest media companies when measured in reach, influence, and ambition. With entry points in media, live events and information services, engaged audiences around the globe turn to PMC's powerful brands for best-in-class coverage of entertainment, music, sports, fashion, luxury, art and women's lifestyle.  

PMC joins Brainbase's roster of global brands including BBC Studios, BuzzFeed, Chefclub, Crayola, kathy ireland Worldwide, Moose Toys, SYBO Games and the Van Gogh Museum, among others.