BandMerch has struck a long-term worldwide merchandising agreement with The Who ahead of the band’s Quadrophenia tour next year, which marks the 40th anniversary of the famed rock opera.
The BandMerch deal includes e-commerce, fansite thewho.com and a wide range of retail partnerships on around the world.
While merchandising deals often only last for a single album cycle, BandMerch president Joseph Bongiovi said, "the Who wanted a relationship that will probably, quite honestly, go for the rest of their careers.
"It's not just built around this Quadrophenia anniversary at all, it's built around giving all of us the time needed to truly build a program based on their iconic status, not only in music, but in lifestyle, with a multi-generational platform."
BandMerch aims to build a presence for The Who at a wide range of retail outlets along with memorabilia, collectivles and VIP opportunities with tour promoter AEG Live.
Bongiovi added: "The way we're building programs is to be a resource to help brands build themselves in a way that synergistically ties all of their areas of business together.
"No one thing is a nucleus any more. It used to be the album was the nucleus of everything, then it was, 'no, the tour is the nucleus of everything,' and now it's everything is equal parts to what that brand can be and the revenue that it can generate down the road.”