Universal Music Group has signed an exclusive, long-term global partnership with Apple Corps Ltd. covering merchandise, licensing, and e-commerce for The Beatles.
The agreement was announced on Wednesday (August 19).
It hands UMG worldwide physical and digital merchandise rights for the band and builds on Universal’s existing stewardship of The Beatles’ recorded music catalog.
Apple Corps Ltd. was founded in 1968 to oversee The Beatles’ creative and business interests.
UMG‘s merchandise and brand management company, Bravado, has handled The Beatles’ merch in North America since September 2022.
The new agreement broadens UMG‘s role to a global scope.
“We are delighted to partner with UMG on a new global merchandising deal,” said Tom Greene, CEO of Apple Corps Ltd.
“There has never been a more exciting time to work on The Beatles as we look ahead to the 3 Savile Row fan experience in 2027, and our biopic movies in 2028.
“The Beatles‘ message has never been more relevant or needed in the world today, and we look forward to delighting millions of fans with everything we have planned.”
Sir Lucian Grainge, Chairman and CEO of Universal Music Group, said: “The Beatles embody music’s power to change the world, and that influence makes them one of the most iconic and enduring cultural brands of all time.
“We’re grateful for Apple Corps‘ trust as we deepen our global partnership, while protecting and growing The Beatles’ legacy through authentic fan experiences worthy of their artistry.
“As a lifelong Beatles fan, building on the relationships forged over the past 14 years is one of the great highlights of my career.”
“The Beatles embody music’s power to change the world, and that influence makes them one of the most iconic and enduring cultural brands of all time.”
Sir Lucian Grainge, Universal Music Group
Dickon Stainer, Chairman and CEO of Universal Music Group UK, added: “The Beatles continue to play an unmatched role in putting UK music front and center on the global stage.
“This new agreement with Apple Corps will ensure audiences across the world are opened up to their unique genius.”
UMG has previously built comparable worldwide arrangements around ‘evergreen’ superstar acts.
Its 2018 agreement with The Rolling Stones saw Bravado take on global merchandising rights, retail licensing, brand management and e-commerce, including the band’s tongue logo.
Also in 2018, Universal inked a global deal across Elton John’s recorded music, merch, and music publishing.
Elsewhere, Universal also provides services to Taylor Swift across recorded music, music publishing, and merch.
The Beatles deal arrives during a run of activity at Apple Corps under Greene, who became only the third CEO in the company’s history when he was appointed in September 2025.
Greene previously ran key pillars of the Harry Potter universe: Pottermore Publishing and Wizarding World Digital, a joint venture between Warner Bros and Pottermore.
At the time he left Wizarding World Digital, the Harry Potter Fan Club had grown to over 50 million members, supported by immersive digital experiences, daily content publishing, and an “innovative ecommerce offering”.
At the center of Apple Corps new activity: Sam Mendes‘ four-film Beatles project is scheduled for theatrical release in April 2028 through Sony Pictures Entertainment and Neal Street Productions.
Elsewhere, Apple Corps released Anthology 4 and the Anthology Collection on November 21, 2025.
A restored edition of the Anthology docuseries followed on Disney+ later that month.
“The Beatles‘ message has never been more relevant or needed in the world today, and we look forward to delighting millions of fans with everything we have planned.”
Tom Greene, Apple Corps Ltd.
In May, Apple Corps confirmed that 3 Savile Row in London will open as a ticketed attraction in 2027.
And a Rubber Soul special edition, newly mixed by Giles Martin and Sam Okell, is due on October 2.
UMG’s ‘Merchandising and Other’ revenue stood at EUR €167 million (USD $194.2m) in Q2 2026, according to results published on July 30. That was down 10.7% YoY at constant currency.
The division also recorded an Adjusted EBITDA loss of €5 million ($5.8m) in the quarter, against a €1 million profit a year earlier.
UMG attributed the Q2 fall to a decline in touring income “due to the timing of tours,” plus lower direct-to-consumer revenue.
The division generated around USD $915 million in revenue in 2025.
UMG has been home to The Beatles’ recorded music catalog since 2012.
UMG owns Abbey Road Studios, where the company says The Beatles recorded 190 of their 210 songs between 1962 and 1970.Music Business Worldwide
