Univision to Rep Queen of Salsa

Univision Enterprises has entered a global agreement with Eventus to license the name and image of the late Cuban Queen of Salsa, Celia Cruz.

The Grammy award-winning singer passed away in 2003 with 23 gold albums to her credit.

“We are proud to represent such a legendary icon that transcended Hispanic music and culture,” says Francisco Arenas, vice president, consumer products, Univision Communications. “Celia Cruz’s fans will now be able to share their love and never-ending appreciation of her through various merchandising offerings such as apparel and accessories and much more.”

The agreement gives Univision Consumer Products exclusive rights to license Celia Cruz-branded merchandise worldwide. The new partnership is part of Univision’s effort to become the leading Hispanic licensing agency in the U.S.

“For Celia, nothing was more important than her fans. It is very gratifying to know that through this agreement, they can have Celia closer to them than ever. She would be very pleased,” says Omer Pardillo-Cid, Cruz’s former manager, executor of the Celia Cruz Estate and founder of the Celia Cruz Foundation.