Legendary musician and global icon Carlos Santana has appointed Westbridge Licensing as his North American licensing partner to expand the Carlos Santana brand into a wide range of lifestyle categories including apparel, accessories, home décor, health & wellness, and more.

For more than five decades, Carlos Santana has transcended musical genres, blending Latin-infused rhythms with rock, blues, and jazz to create a sound that is recognized worldwide. With multiple Grammy Awards, chart-topping albums, and a devoted global fan base, Santana’s artistry has evolved into a powerful cultural brand rooted in music, spirituality, creativity, and positive living. The licensing program will build upon these pillars, bringing Santana-inspired products to fans and consumers.

Michael Vrionis, Manager of Santana, said:

“Building the licensing division for Carlos Santana is about more than extending a brand, it’s about honoring a legacy of authenticity, spirituality, and cultural impact, and translating that into thoughtful partnerships that reflect the spirit of the music and the integrity of the Santana name,”

“We are honored to represent one of the most influential artists in modern music history,” said Todd Lustgarten, Managing Partner at Westbridge Licensing. “Our team looks forward to expanding this world-class licensing program and continuing to help build  his legacy across lifestyle and consumer product categories. We are thrilled to debut the program at Licensing Expo in Las Vegas, May 19 – 21 and will be meeting with prospective partners at Booth A138.”

The Carlos Santana licensing program will officially launch at the 2026 Licensing Expo in Las Vegas, taking place May 19–21, and will be featured at the Westbridge Licensing booth A138, where interested partners and manufacturers are invited to explore collaboration opportunities.