SB Licensing Launches to Match Cultural Icons with Authentic Partnerships

Above image credits (left to right): Elvis Presley: © ABG EPE IP LLC; Marilyn Monroe: © The Estate of Marilyn Monroe LLC  / Milton H. Greene © 2024 Joshua Greene; Muhammad Ali: © Muhammad Ali Enterprises, LLC © Iconic Images / Michael Brennan 2024; Iconic Images: © Iconic Images / Terry O’Neill 2024

New rights clearance and licensing agency, SB Licensing, has just launched to pair beloved cultural icons with authentic commercial collaborations. Entrusted with keeping legacies alive through these partnerships, the company has so far been appointed licensing agent for the estates of Marilyn Monroe, Muhammad Ali, and Elvis Presley, and for the legendary photographic archive, Iconic Images. 

SB Licensing’s mission is to give clients privileged access to premium photography and to find brand partners for some of the most iconic personalities of the 20th century: Muhammad Ali, iconic sports figure, entertainer and activist; Marilyn Monroe, a Hollywood icon and one of the most influential women of the 20th century; and Elvis Presley, a trailblazer, a movie star, and The King of Rock and Roll.

As an expert in Intellectual Property (IP) licensing, SB Licensing offers a full scope of services for editorial projects, commercial collaborations and advertising campaigns, as well as visual research services such as sourcing and licensing photos and footage. The company is uniquely positioned in the industry, presenting a single clearance and licensing solution for clients’ projects even if they entail multiple rights clearances: SB Licensing can clear and licence celebrities and icons, film clips, characters, or thematic rights; literary and artistic copyrights, as well as trademarks, landmarks, and props.

SB Licensing is helmed by Sonia Bouadma, formerly vice president, rights services at BENlabs (formerly Greenlight). With a proven track record working on some of the most memorable and long lasting licensing campaigns, Sonia bolsters the company with over 20 years’ worth of extensive experience, the invaluable connections she has forged within the licensing industry, and her passion for authentic, meaningful partnerships. Notable campaigns that Sonia worked on while at BENlabs range from EE 'Six Degrees of Kevin Bacon' (Film Licensing), Halifax ('Ghostbusters'/'The Wizard of Oz'), and Direct Line 'The Fixer' (Winston Wolfe from 'Pulp Fiction'), to Smart Energy GB (Albert Einstein). 

In addition to servicing clients such as Chanel and Cartier for their partnerships with Marilyn Monroe and Muhammad Ali respectively, SB Licensing will continue handling all clearance needs for Zara, having recently cleared rights to the famous DeLorean car and the iconic Atari game ‘Pong’ for the fashion retailer.

Above: Zara fashion with the DeLorean car

Other recent work includes collaborating with Hilton Hotels on its surprise birthday stay for Lando Norris. Taking place in Vegas, SB Licensing secured Elvis Presley tribute artists to wish the racing driver a happy birthday. Working to a tight deadline, SB Licensing obtained approvals from the estate on the creative treatment, but also advised on official costumes and accessories to ensure all visual elements were up to the estate’s standard. The experience was captured in a celebratory spot, perfectly complemented by Elvis’ iconic song, ‘A Little Less Conversation’.

SB Licensing has also completed work on award-winning campaigns such as Coca-Cola ‘Masterpiece’, clearing Andy Warhol's famous artwork, and on mesmerizingly beautiful projects such as the Christian Dior Haute Couture Show. 

Above: Coca-Cola ‘Masterpiece’

For the future, SB Licensing has its sights set on nurturing its relationships with long-standing clients, including both ad agencies and brands, while also introducing new clients to the fruitful and unique opportunities licensing can afford, bringing projects to life using the power of entertainment and icons.

Sonia Bouadma, director and founder of SB Licensing, comments, “We are excited to continue helping clients produce highly refined and audaciously creative campaigns. We thrive on finding creative IP licensing solutions even within tight deadlines and our aim is still to be the go-to licensing partner for campaigns. We are also honoured to have been entrusted by the estates of Marilyn Monroe, Muhammad Ali and Elvis Presley to continue finding authentic licensing partners for them.”