Those Licensing People has been appointed the master licensing agent for the lemonade energy drink, Mad Dog.
The firm will initially work to secure licensees and distribution across a number of categories, including surfwear, BMX and skate related products.
Particular emphasis will be placed on securing deals in sports sunglasses.
Mad Dog is a growing name in sporting circles, last year sponsoring Formula 1 as well as the Mad Dog CCR Suzuki team led by Stuart Edmonds.
In addition, the brand sponsors Street Velodrome with its own Mad Dog team, broadcast on Channel 4, Eurosport and Sky Sports Channel.
The product has also been adopted by the US military across all of its European bases.
The launch of Mad Dog merchandise will be supported by an extensive marketing and PR programme aimed at establishing the brand in the licensing media and with consumers acros print, digital and social networking platforms.
Those Licensing People was established in 2013 by Russel Dever, the man behind properties such as Little Monsters and Microscopic Milton.
Dever said: “I am delighted we have been appointed as Mad Dog’s master licensing agent. The brand’s global distribution, aspirational nature and existing programme of sport sponsorship is a perfect start for it to grow into a brand that offers its fans their own merchandised range.”