The Beatles Sign Global Merchandising Deal With Universal Music Group
Apple Corps, the company that guards The Beatles' creative and business interests, has signed a long-term, worldwide licensing and merchandising deal with Universal Music Group — putting UMG in charge of the band's physical and digital merchandise, licensing, and e-commerce on a global scale. Variety
The agreement, announced on 19 August 2026, covers everything from T-shirts and vinyl to digital storefronts and branded partnerships. UMG takes the reins of a merchandising operation that sits at the centre of a much wider push to expand The Beatles' cultural footprint. License Global China Daily
Lucian Grainge, chairman and CEO of Universal Music Group, said he was grateful for Apple Corps' trust and described the deal as building on relationships forged over the past 14 years. Tom Greene, CEO of Apple Corps, welcomed the partnership in the same announcement. Variety
Apple Corps was formed in 1968 to oversee The Beatles' creative and business interests. The name predates the technology company founded by Steve Jobs by more than a decade, and the two entities are entirely unrelated — a point worth noting given how often the two "Apples" get confused. Variety
The deal lands as Apple Corps prepares a major physical expansion. Plans are underway for an immersive experience in London, due to launch in 2027, spread across seven floors of archival material at 3 Savile Row — the building where The Beatles played their famous rooftop concert in 1969. The attraction will include a merchandise store and a recreation of the studio where the "Let It Be" album was recorded. Variety
The merchandising agreement also arrives ahead of a significant moment in cinema. Sam Mendes is directing four interconnected films, "The Beatles – A Four Film Cinematic Event," currently in production and set for release in 2028. The cast features Paul Mescal as Paul McCartney, Harris Dickinson as John Lennon, Joseph Quinn as George Harrison, and Barry Keoghan as Ringo Starr. Variety
Separately, The Beatles signed a North America merchandising agreement with Sony Music Entertainment's The Thread Shop in December 2019, covering the US and Canadian market. Sony Music How that earlier regional arrangement fits alongside the new worldwide UMG deal was not addressed in the announcement.
For fans, the practical effect is straightforward: expect more Beatles-branded products, in more places, across both physical shops and digital platforms. With a London immersive experience in 2027 and four Mendes films in 2028, UMG now sits at the merchandising centre of what looks like a sustained, multi-year push to keep the band's name and image in front of global audiences.
