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Bravado bags exclusive global partnership with the Spice Girls

Bravado has secured an exclusive worldwide partnership with the biggest selling girl group in history, the Spice Girls.

The expansive multi-year deal will see Bravado represent for the band across merchandising, direct to consumer products and campaigns, touring, brand and retail licensing and distribution, ahead of the 25th anniversary of their debut album Spice in October.

The deal marks the first time in two decades that licensing rights across all channels have been assigned to a partner. The band and Bravado will now work hand in hand to deliver new products and capsule collections to retail partners around the world.

“We are so excited to be working with Bravado again, especially in this our 25th anniversary year and are looking forward to collaborating with the team,” commented the Spice Girls.

Richelle Parham, president of global ecommerce and business development, Universal Music Group, added: “We are thrilled to partner with The Spice Girls, to create new and exciting product lines and to expand the band’s connection directly with their loyal superfans.

“We will also engage with our global retail partners to bring their iconic brand, style and empowering message to fans and stores internationally. Bravado will work closely with UMG operations around the world on the launch of Spice 25 and beyond, to expand their legacy and cultural impact for years to come.”

Rachel Redfearn, vp A&R and brand management at Bravado, said that the band’s impact on popular culture “cannot be over-estimated”.

“They stand for positivity, inclusion, bravery and diversity,” she stated. “All delivered in a bold, fun and energetic package. This message is as relevant today as it was in 1996… maybe more so.

“Bravado’s alliance with this most iconic of bands will allow both existing and new fans the long-awaited opportunity to be a part of the legacy. The breadth of rights granted for the first time in two decades gives us the vehicle to truly celebrate their legendary status.”

The Spice Girls and Universal Music will release an expanded anniversary Spice 25 album featuring previously unreleased songs, demos and mixes on 29 October, almost exactly 25 years after the release of the band’s debut album on 4 November 1996 on Virgin Records.

The Spice Girls’ debut single, Wannabe, topped the charts in 37 countries, while Spice went on to sell more than 31 million copies worldwide, becoming the best selling album of all time by a female group. The girls have sold more than 90 million records around the globe, releasing three studio albums and 11 singles, as well as winning a host of awards including a BRIT for Outstanding Contribution to British Music.

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