Bulldog Licensing is looking to build up Cannonball 8000 even further as a brand, having already signed up a number of key licensees.
The firm is keen for the products to match the 'aspirational values' of the rally itself. To this end, ID-Wall will be producing 12 canvas art prints that reflect the pace and glamour of the rally in single images and stylish montages.
Lazzati, one of Europe's leading experts in quality performance fabrics, will be producing high-end fashion apparel featuring the Cannonball 8000 logo. Lazzati has previously worked with the likes of Prada, Dolce & Gabbana and Armani.
Bulldog's future plans for the brand include licensed publishing, watches, car accessories and collectable die-cast replicas.
"This is a luxurious, aspirational brand and our licensing programme reflects that with some beautiful products," said Rob Corney, MD of Bulldog. "I'm a big fan of the Cannonball 8000 and it's exciting to be identified with the rally."
Conrad Wall, founder of the Cannonball 8000 rally, added: "We are delighted to be working with some top class licensees on this programme."