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Challenges (and terrors) of long-term brand licensing deals
King & Wood Mallesons
  • Intellectual Property
  • Australia
  • 24 May 2021

Structuring and negotiating a long-term brand licensing deal is always challenging because a lot can change over time. A licensing deal struck by Bega Cheese Ltd and Fonterra Brands (Aust) Pty Ltd 20 years ago was recently put under the judicial microscope. This article examines the result of the case, looks at the lessons learnt and considers how to structure marketing obligations to support brand growth and changing market circumstances.

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