Driving Brand Value Through Strategic Licensing

How Brand Licensing Works

Brand Licensing is one of the most effective ways to extend the reach, relevance, and revenue potential of your brand, by leveraging the power of your brand and Intellectual Property. Officially licensed products drive visibility, build brand equity, and unlock new commercial opportunities — all while maintaining control over how your brand is used.

At Apex, we focus on partnerships that make sense, creating value through long-term alignment between rights holder, licensee, and customer. Whether you're reactivating an iconic heritage racing marque or scaling a modern F1 team’s global profile, brand licensing offers a proven, low-risk path to growth.

Ready to build a strategic licensing programme that delivers?

Our Licensing Process. Proven Outcomes.

We don’t guess, and we don’t take shortcuts. Our licensing programmes follow a proven process — tailored to your brand — to ensure we create commercially viable, well-managed partnerships from day one.

What sets Apex apart is how we align strategy, storytelling and sales under one roof. We make licensing manageable, measurable, and built for long-term success.

We immerse in your history, values and ambition to define the licensing opportunity.
We build a category roadmap, pricing framework, and go-to-market approach
We identify, negotiate, and onboard the right licensees.
From creative approvals to royalty tracking, we run the day-to-day so you can focus on the bigger picture.

Want to understand how Apex can structure a licensing programme for your brand?

Brand Case Study: Tyrrell

Apex has represented the iconic Tyrrell brand in all licensing categories since 2023, taking over stewardship of the brand directly from Bob Tyrrell, son of the legendary team owner and founder Ken Tyrrell.

While Tyrrell’s last Formula 1 race was in the 1990s, the brand retains strong recognition and is perfectly poised to take advantage of the deepening of interest in Formula 1 following its rapid growth.

Find out more about Tyrrell on our Partners page.

Our Partners