Brands Licensing Africa 2024 Marks Africa’s First Licensing Event

The inaugural Brands Licensing Africa (BLA) event took place October 23-24 at the Abidjan Exhibition Center in Côte d’Ivoire. This two-day trade show is the first of its kind in Africa, focusing on brand licensing. It aims to help established brands expand, thrive and safeguard their intellectual property while providing emerging brands with the resources to navigate the licensing landscape. BLA is hosted by La Maison de l’Afrique in collaboration with the Chamber of Commerce and Industry of Côte d’Ivoire and is endorsed by Licensing International. 

The show represents a significant step forward for local enterprises. Government leaders, including Dr. Souleymane Diarrassouba, minister, trade and industry, and Blé Guirao, representing the president, economic, social and environmental council, have signaled the government’s support for integrating licensing into the economy. The event also coincided with the 50th anniversary of La Maison de l’Afrique, chaired by Touré Faman, chairman, Chamber of Commerce and Industry, Côte d’Ivoire, reinforcing Côte d’Ivoire’s long-term economic transformation efforts under Prime Minister Robert Beugré Mambé. 

According to the event’s website, Africa is expected to become the largest economy in terms of growth rate by the next decade. It is home to a rapidly growing middle class and a youthful, brand-focused population. 60% of Africa’s population is under 35. By 2030, the continent will have 1.7 billion consumers, driving a projected $2.1 trillion in consumer spending by 2025. 

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The event opened with remarks from ministerial authorities and the president of the Chamber of Commerce and Industry of Côte d'Ivoire. Maura Regan, president, Licensing International, and Youssouf Camara, general manager, La Maison de l'Afrique, also spoke at the welcoming presentation on licensing as an opportunity for Africa. Workshops and seminars led by industry experts followed, offering insights into brand strategy and collaboration while addressing challenges such as taxation, trade regulations and counterfeiting. The show also empowered attendees to succeed in competitive markets while welcoming global brands to Africa. 

A highlight was signing a memorandum of understanding between the Chamber of Commerce and the Ivorian Intellectual Property Office, strengthening efforts to protect local brands and boost global competitiveness for startups and SMEs. The event also showcased the “Made in Côte d’Ivoire” brand, positioning local products globally and leveraging licensing to promote African culture and tourism. 

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"The first ever Brands Licensing Africa conference has been nothing short of amazing," says Daniel Avener, founder, Magic Hat Brand Management  The support of the Cote D’ivore government, Chamber of Commerce, and the many businesses that attended has made this inaugural event a solid future platform for brand building and licensing in Africa"

BLA 2024 marked a milestone for the industry to explore new trade opportunities, combat counterfeiting and promote cultural exchange through licensing.