Muhammad Ali brand owner readies Euro push

The company that owns the Muhammad Ali brand wants to ramp up use of images and footage of the iconic boxer in marketing campaigns.


Muhammad Ali Enterprises (MAE) has appointed licensing firm GreenLight to look for advertising and promotional opportunities for personality rights and trademarks, including Ali’s name, image and likeness. The deal covers Europe and Asia Pacific.

Ali, a three-time world heavyweight champion and widely considered one of the greatest heavyweight boxers ever, is one of the most recognisable figures in sporting history.

Kelly C. Hill, vice president of worldwide licensing at MAE, says the GreenLight deal will help “leverage Ali’s universal appeal”.

The former boxer has previously lent his name to a range of Everlast boxing equipment and two recently launched iPhone apps. He also appeared in an ad for investment bank UBS.

GreenLight also handles the rights to Bruce Lee, Steve McQueen, Johnny Cash, Mae West, and Maria Callas.

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