The Celia Cruz Estate has signed an exclusive representation deal for advertising licensing with Beanstalk.
The new partnership will aim to extend the personality and legacy of the renowned ‘Queen of Salsa’, Celia Cruz across the globe through advertising, long-term brand associations and product opportunities.
The four-time Latin Grammy Awards- winning personality, Celia Cruz was born in Cuba before becoming a US citizen.
“Early in our conversations, the Beanstalk team showed passion and enthusiasm in continuing Celia’s legacy and celebrating Celia’s profound relationship with Hispanic audiences and Latin music lovers across the globe,” said Omer Pardillo-Cid, executor of the Celia Cruz Estate.
“We’re excited to partner with Beanstalk and look forward to a bright future ahead.”
Vice president of brand management at Beanstalk, Martin Cribbs, added: “We are thrilled to add Celia Cruz to our roster of legendary icons.
“She is one of the most colourful, dynamic, and beloved artists in history and came to define an entire genre of music.”