By Gary Symons
TLL Editor in Chief
When Oasis kicks off its 2025 World Tour, its ‘backup band’ for licensing will be Global Merchandising Services.
The award-winning merchandising company specializes in the music, celebrity and lifestyle categories. As the new global licensing agent for Oasis, Global will be charged with developing consumer product programs for retail, e-commerce (including the official webstore), and all licensing that is not connected to the actual tour.
The upcoming Oasis tour is among the most anticipated in recent years, as the legendary British rock band kicks off in the UK with 19 shows in the Welsh capital Cardiff, Manchester and London in England, Edinburgh in Scotland, as well as show in Ireland.
Oasis is fronted by brothers Liam and Noel Gallagher, and is best known for timeless hits like Wonderwall, Champagne Supernova, and Don’t Look Back in Anger.
The battling Gallaghers—known almost as much for their epic feuding as for their music—may well be taking the title of that latter song seriously, as the band’s payday for the 2025 tour is expected to ring in at more than a half-billion dollars. In fact, the tour is enjoying so much demand that all 19 shows sold out within a single day, and the brothers are known to keep business in mind even when they come to blows … literally.
During a 1995 studio session, the brothers went at it after Liam brought a group of strangers that he’d just met at a local pub to watch Noel trying to record. The climax of the roaring argument that ensued came when Noel smacked Liam over the head with a cricket bat, but despite the hard feelings, and aching noggin, the Gallaghers later sold the bat with a certificate of authenticity.
That’s obviously great news for Global and any future licensing partners, and the agency says it’s thrilled to be developing a strategic global licensing and retail campaign across multiple categories, including fashion, streetwear, accessories, gift, collectibles, and more.
Oasis products have already begun rolling out via the band’s official website, ecommerce and specialty stores globally, with additional launches planned through 2025.
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Both Liam and Noel Gallagher have enjoyed successful solo careers, but Oasis maintains a truly massive fanbase worldwide. Roughly 100 million people tune in to Oasis on various streaming platforms, with a total of 12 billion streams to date.
As well, the band just celebrated the release of the Deluxe 30th Anniversary Edition of ‘Definitely Maybe’, and will be reaching another 30th Anniversary milestone in 2025 with 1995’s ‘(What’s the Story) Morning Glory?’, which became the fastest-selling album in the UK and the second bestselling British album ever.
The band is also celebrated for its live performances, as it most famously played before 125,000 screaming fans each night during a two-night stand at Knebworth. The band has also won six BRIT Awards, including for Outstanding Contribution to British Music, two Ivor Novellos, and seventeen NME Awards.
“We couldn’t be more excited to work with Oasis to develop a broad merchandise and retail program to celebrate one of the most iconic bands of all time,” understated Jens Drinkwater, Head of Licensing, Global.
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