Those Licensing People is delighted to announce that it has been appointed as the Master Licensing Agent for the lemonade energy drink, Mad Dog. Those Licensing People will initially look to secure licensees and distribution across a select number of categories associated with extreme sport to include surfwear, BMX, and skate related product with an initial emphasis on Sports Sunglasses.

Mad Dog is known internationally as the light lemon-flavoured energy drink popular with athletes and young people and will now, led by Those Licensing People, be entering the licensing market. The funky, renegade, attention-grabbing property will roll-out a merchandising range that stays true to Mad Dog’s brand values.

With a strong affiliation to motor and extreme sports, last year sponsoring Formula 1 and also the Mad Dog CCR Suzuki team led by Stuart Edmonds; the brand also sponsors Street Velodrome with its own Mad Dog team which is broadcast on Channel 4, Eurosport and Sky Sports Channel. Mad Dog is also proud to stand as the preferred drink of choice in blind taste tests. This combination of strong brand identity and standing as the recognised leader in the energy drinks market in terms of taste has led to the product being adopted by the US military across all of its European bases making Mad Dog a perfect addition to Those Licensing People’s portfolio.

The launch of Mad Dog merchandise will be supported by an extensive marketing & PR programme which will establish the brand in the licensing media and with consumers across print, digital and social networking platforms over the next six months.

Those Licensing People was established by Russell Dever in 2013, a broadcast and licensing veteran renowned for producing ground-breaking & award-winning children’s content, including Little Monsters and Microscopic Milton. Dever was one the of the first brand owners to embrace and monetise his own IP through licensing.

Commenting on the appointment Dever says, “I am delighted we have been appointed as Mad Dog’s Master Licensing Agent. The brand’s global distribution, aspirational nature and existing programme of sport sponsorship is a perfect start for it to grow into a brand that offers its fans their own merchandised range.”

Those Licensing People will be representing Mad Dog at Brand Licensing Europe and is booking appointments with potential partners.