Goodyear Seeks to Expand Brand’s Reach at Licensing Expo

The Goodyear Tire & Rubber Company’s licensing group is in New York this week to identify potential licensees at the annual Licensing Expo. As part of its global licensing strategy, the company is seeking licensing opportunities with companies that could allow the high profile brand to extend its reach into new and different product categories.

According to Bob Paciulan, manager of licensed products, the company has already partnered with close to 70 licensees around the world that produce high quality products carrying the tire maker’s brand. The licensing relationships represent a growing royalty stream for Goodyear, while offering licensees the opportunity to increase their revenue by leveraging the Goodyear brand within their respective categories and markets.

“Our goal this week is to learn more about the licensing opportunities that are out there for Goodyear,” said Paciulan. “It also allows us the chance to outline our licensing strategy. Those who we identify will obviously understand what the Goodyear brand can mean for scaling their businesses. What Goodyear is looking for are companies that make very high quality and in many cases leadership products in categories where we have ‘permission’ to play, but where we don’t choose to make a ground up investment.”

According to Paciulan, Goodyear is particularly interested in licensees that produce premium products in the automotive, home/garage, apparel, travel and leisure/recreation areas. Licensing Expo provides a clear opportunity in all those categories. However, Paciulan noted that Goodyear would continue to look at other industry gatherings where large numbers of high quality manufacturers and retailers convene to seek out business opportunities.

“Despite the fact that we’re one of the top 100 licensors in the world today, we’re relatively new to the whole world of licensing,” noted Paciulan. “However, we’re very optimistic that we will draw attention from companies that can significantly benefit from the strength of the Goodyear brand. We’re serious about growing this area of our business.”