The brand development company will aim to expand the golfer’s licensing, endorsement and partnership opportunities.

Authentic Brands Group and Greg Norman, a Hall of Fame golfer and entrepreneur, have formed a joint venture that will own and manage the golfer’s Shark brand.

Under the terms of the agreement, ABG will focus on the growth and development of consumer products and endorsements to deliver programs that reflect Norman’s “confidence, sophistication, charisma and appeal.”

Furthermore, Greg Norman Golf Course Design, Greg Norman Real Estate, Greg Norman Media, Greg Norman Investments, Greg Norman’s Australian Grille and Shake Wake Park will be excluded from the partnership.

“We are thrilled to welcome Greg Norman to the ABG fold. Greg’s attributes and global appeal extend far beyond golf into travel, luxury, lifestyle, and more,” says Jamie Salter, chairman and chief executive officer, ABG. “Welcoming another ‘greatest’ athlete into our sports, fashion and celebrity and entertainment portfolios marks another step in our growth strategy while establishing immediate credibility for ABG in an entirely new space.”

Considered a pioneer in athlete brand building, the “Great White Shark” has won more than 90 golf tournaments worldwide, and claims the distinction of having held the No. 1 position in the world golf rankings for 331 consecutive weeks. Today, the Greg Norman Company boasts a portfolio of more than a dozen companies across consumer goods and services, real estate and investments.

“Our shared purpose and vision makes ABG the ideal strategic partner. This alliance will unlock my company’s full potential by joining with one of the foremost brand development companies in the world,” says Norman. “As we celebrate the 30-year anniversary of the Greg Norman Company, it is markedly important to continue to evolve the brand, reach new audiences and expand our portfolio, and ABG is undoubtedly the right partner to help us on that journey.”