Why Licensing Events Shape Industry Growth?

In a world reshaped by digital acceleration, the return of face-to-face industry gatherings marks more than a revival—it reflects steady, year-by-year growth back to full strength. The licensing community is once again on the move. After years of virtual calls and screen-bound negotiations, global trade events like Brand Licensing Europe (BLE) are once again filled with energy, ideas, and partnerships taking shape in real time.

The energy at BLE London this year reflected a clear rebound, with both visitor attendance and exhibitor numbers rising sharply compared to previous years. The aisles were crowded, the meeting rooms fully booked, and the atmosphere charged with purposeful conversation. It felt like a full return to the pre-2020 rhythm—a reminder that licensing is built on relationships before contracts. This human element remains essential, especially in regions like the Middle East and Africa, where business thrives on trust, networks, and shared vision rather than transactional exchanges.

The Irreplaceable Value of Face-to-Face Connection

Licensing is an industry built on partnership—on understanding what a brand stands for, and how it can translate across categories, geographies, and cultures. That level of understanding rarely happens in a virtual call. While technology has made communication faster, it has also flattened the nuance that defines meaningful relationships.

In regions like the Middle East and Africa, the personal aspect of business remains non-negotiable. Success depends on the ability to build rapport, observe subtle cues, and develop mutual confidence before any deal is inked. These are relationship-driven markets. The warmth of a handshake, the shared coffee, and the spontaneous conversation between scheduled meetings often achieve what months of emails cannot.

Events such as BLE, Licensing Expo in Las Vegas, and now the upcoming Licensing Horizons Riyadh 2025 play a central role in nurturing those trusted networks. They are not only commercial hubs; they are ecosystems of connection. For executives exploring new regions, these gatherings offer what no digital platform can replicate: proximity, empathy, and insight into the people behind the brands.

The Pulse of BLE London – The Year of Sports, Museums, and Art

This year’s BLE showcased a clear shift in industry momentum. Sports licensing continues to surge, powered by global tournaments, fan-based merchandise, and the integration of physical and digital engagement. From football clubs to motorsports and esports, the intersection of competition, lifestyle, and storytelling is becoming a powerful licensing driver.

Parallel to that, museums and art institutions are taking bolder steps into brand extension. Once seen as niche, cultural licensing has now evolved into a serious global business. Museums such as the Museum of Fine Arts Boston, The Met and others are exploring product collaborations, immersive experiences, and creative partnerships that translate art into lifestyle. The conversation at BLE made it clear that this sector’s growth is no longer peripheral—it’s central to the industry’s creative evolution.

These shifts highlight a deeper trend: consumers are looking for meaning and authenticity. They are drawn to brands that carry heritage, values, and purpose—qualities that art and culture deliver naturally. Licensing, in this sense, becomes a bridge between legacy and modern consumer experience.

The Rise of Regional Platforms – From Dubai to Riyadh

As the global licensing map expands, regional platforms are becoming critical in connecting global brands with local realities. The Licensing Horizons series was launched in 2023 in Dubai as a response to that need. The event quickly became the Middle East’s dedicated hub for licensing professionals, bringing together international IP owners, regional partners, retailers, and investors to explore cross-sector opportunities.

Building on that success, the series is now expanding into Saudi Arabia with Licensing Horizons Riyadh 2025, designed to focus specifically on the Kingdom’s rapid transformation and its role as a rising licensing powerhouse. The plan ahead is to establish two annual anchor events: one in Dubai to represent the wider regional ecosystem and one in Riyadh to capture the Saudi market’s scale and ambition.

This dual-city model reflects the region’s diversity. Dubai continues to serve as the gateway for regional expansion, while Riyadh is fast emerging as the epicenter of Saudi’s entertainment, sports, and creative economy. Together, they represent the twin engines driving the Middle East’s licensing future.

The Journey of Growth

The licensing industry thrives when people meet. The past few years have reminded us that innovation doesn’t happen in isolation; it grows through interaction and collaboration. Events like BLE set the global tone, while regional gatherings such as Licensing Horizons build the bridges that turn global intent into local impact.

The momentum is unmistakable. The global licensing landscape is expanding, the Middle East is rising as a creative and commercial hub. Those who continue to attend, participate, and engage in industry gatherings will be the ones shaping the next chapter of licensing growth.

The future of licensing is not written in emails—it’s negotiated across tables, refined through dialogue, and built through trust. Industry events remain the places where ideas meet opportunity, and where growth truly begins.