Headline keynote with Universal Music Group and Apple Corps to explore the strategy behind taking The Beatles into the future.

Apple Corps and Universal Music Group (UMG) will headline the License Global Main Stage at Brand Licensing Europe 2026 (BLE) on Tuesday 6 October at 2:00 pm, with an exclusive keynote on how they are evolving The Beatles’ licensing, retail and fan experiences while honouring more than six decades of cultural legacy.

Beyond Beatlemania: Evolving The Beatles’ Licensing, Retail and Fan Experiences brings together three Apple Corps executives, Jonathan Sands (Head of Experiences), Paul Cole (Head of Consumer Product Licensing) and Miranda Langford (Head of Marketing), with Damian Treece (Head of Licensing UK Commercial, UMG). They will share the thinking behind the next chapter for The Beatles brand, from reaching both legacy fans and Gen Z to developing merchandise, e-commerce and new physical experiences. Ian Hart, Head of Content at License Global, will moderate the session.

A major focus will be The Beatles at 3 Savile Row, the band’s first official fan experience, opening in 2027. Apple Corps will discuss the strategy behind the project and how experiential retail can create new connections between fans and the music, stories and history they love.

The conversation will also look ahead to an unprecedented period of activity, including the 60th anniversaries of Sgt. Pepper’s Lonely Hearts Club Band and The White Album, and Sam Mendes’ highly anticipated The Beatles – A Four-Film Cinematic Event. Due in cinemas in 2028, the project stars Harris Dickinson as John Lennon, Paul Mescal as Paul McCartney, Joseph Quinn as George Harrison and Barry Keoghan as Ringo Starr.

Key takeaways will also include new approaches to merchandise development and e-commerce, how to balance heritage with contemporary relevance and planning licensing and retail activity around major cultural moments.

Damian Treece, Head of Licensing, Universal Music Group UK:

From multi-generational marketing strategies that resonate across superfans and Gen Z audiences, to innovative merchandise development and e-commerce transformation, we’ll be sharing how Apple Corps and UMG are balancing heritage with contemporary relevance and our vision for bringing Beatlemania into the future.

Ella Haynes, Event Director at Global Licensing Group, which runs the Brand Licensing Europe and Licensing Expo trade shows as well as media brand License Global:

“The Beatles are one of the most recognised and loved music brands in the world, and with such an exciting few years ahead, this is a brilliant time to hear directly from Apple Corps and UMG. The BLE audience will get a rare look at the strategy behind managing an iconic brand of this scale – how the teams plan for major cultural moments, respond to changing consumer behaviour and make decisions about where The Beatles go next. It’s a fascinating case study in the long-term potential of great IP and how you build on decades of brand equity, embrace new opportunities and keep finding fresh ways to excite audiences across generations. I think there will be some incredibly valuable lessons here for the whole licensing industry.”

Four more sessions announced

BLE has also added four sessions to this year’s content program:

• Tuesday 6 October, 11:30 am – Networking Hub
  Legal Solutions for Every Stage of Your Brand Licensing Journey (sponsored session). Led by John Burns of JMW, the session offers practical guidance on protecting, growing and defending brands, followed by a lively expert panel discussion.
• Wednesday 7 October, 10:30 am – Networking Hub
  What’s Winning with Kids. In this workshop, WildBrain, Magic Light Pictures and Sesame look at what’s resonating with young audiences right now and what it means for licensing professionals who want to stay ahead of the curve.
• Wednesday 7 October, 12:30 pm – License Global Main Stage
  Paddington: From Storybook to Pop Culture (sponsored session). Françoise Guyonnet and Zoé Marty of STUDIOCANAL Kids & Family explore the character’s growing lifestyle appeal, new audiences and global reach.
• Wednesday 7 October, 4:00 pm – License Global Main Stage
  Beyond Game Day: Building 365-Day Consumer Brands from Sports IP. Ian Hart, Head of Content at License Global, is joined by Joan Carrera López (ATP Tour) and Chris Beck (The Football Association) to discuss how sports organisations use licensing partnerships to deepen fan connections, reach new consumer segments and build sustainable revenue streams that last well beyond the final whistle or championship point.