The Hoff will expand his personal brand into a host of new categories ranging from automotive to fitness.

David Hasselhoff has appointed Prominent Brand + Talent to serve as his exclusive worldwide branding and licensing agent.

The multi-year agreement will see the Prominent exclusively promote, market and license the actor’s brand in categories including apparel, health, fitness, nutrition, automotive, digital and more.

Celebrities Entertainment will also represent Hasselhoff in Northern Europe as a sub agent.

“I am excited to partner with Prominent Brand + Talent to extend my reach and my personal brand into new channels and markets,” says Hasselhoff. “I am approached all the time and asked to review licensed product opportunities and by working with Prominent Brand+ Talent, I can now do that in a more strategic and professional way”

Hasselhoff will make an appearance at Brand Licensing Europe on Tuesday, Oct. 11, at 3:30 p.m. local time at Stand #E2.

“We are thrilled to team up with David Hasselhoff,” says Michael Catalano, co-founder and principal, Prominent. “He has tremendous appeal to a wide variety of demographic groups–from kids, through gamers and millennials to baby boomers and we plan to strategically develop his brand and ‘Hoff’ trademarks and make it him more accessible at retail to consumers through a selective licensing strategy.”