Exclusive: Hoonigan Automotive Drives into Licensing with The Brand Liaison

The YouTube show has new licensing representation.

License Global, Content Editor

February 24, 2021

1 Min Read
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Hoonigan, the largest automotive media outlet and producer of the automotive viral video franchise, has tapped The Brand Liaison to lead licensing for their brands, including Hoonigan, Gymkhana, Climbkhana and Terrakhana, as well as rally car driver Ken Block.

"This is one of the coolest properties we've ever represented," says Steven Heller, president, The Brand Liaison. "You are immediately hooked on these heart-racing videos and they have built an entire car culture. You can't fake this. Ken Block is the real deal. Mad skills!"

Hoonigan's YouTube channels have millions of subscribers. At Hoonigan, each new custom-built vehicle gets a name and personality.

"Hoonigan is on the leading edge of sports brands that use digital content to convert fans and maximize revenue opportunities," says Jenn van Dijk, chief executive officer, Hoonigan. "We are excited to be working with The Brand Liaison to build the Hoonigan licensing program and provide our fans with exciting new products."

Building on the current fan base and consumer products, including automotive-inspired streetwear apparel, Hoonigan licensed products will range from apparel, accessories, headwear, eyewear to toys, collectibles, racing sets, video games and experiential licensing.  

Read more about:

The Brand Liaison

About the Author

License Global

Content Editor, License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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