Brands with Influence is to represent the Royal National Lifeboat Institution as its worldwide merchandise and licensing agent.
In a move which reflects the growing importance of licensing to charity organisations, the RNLI has charged BWI with helping to grow its existing licensing programme, delivering new licensing partners, products, consumers and awareness.
"Here at the RNLI we have been steadily growing our licensing and retail over the past few years and we felt the time was right for us to extend our licensing and commercial partnerships further," said Kevin Smith, licensing manager at the RNLI.
"We know there is enormous public affection for our brand and we are really excited to be working with BWI on growing a licensing programme that can begin to capitalise on this to help us continue saving lives at sea."
Martin Lowde, MD at BWI, added: "The RNLI is a national treasure, with fabulous consumer awareness and a brand with really positive values.
"It is a privilege to be working with this vital lifesaving chairty and helping them to generate new income streams and new supporters.
"Over the coming months we will be presenting a range of exciting new merchandise, licensing and promotional opportunities that will enable partners to create new products and services with optimum fundraising potential."