American intellectual-property licensing firm founded in 2010, now the world's second-largest IP-licensing business by revenue, after Disney. Its mixed portfolio of celebrity estates and other brands is expected to bring in more than $38bn in 2026. The chief executive is Jamie Salter.
Authentic acquired Marilyn Monroe as its first celebrity estate in 2010 and reportedly earns $80m a year from her image. Its portfolio now also includes the estates of Elvis Presley and Muhammad Ali, alongside a roster of "living legends" such as Sir David Beckham, who became a co-owner of his own brand when he signed with the firm in 2022. Authentic launched its own production studio in 2023, co-producing the Baz Luhrmann documentary "EPiC: Elvis Presley in Concert".
When smashing monuments, save the pedestals -- they always come in handy.