LOS ANGELES, CA — Global Merchandising Services, the exclusive global licensing agency for the Backstreet Boys, today announced a new wave of best-in-class partners in celebration of the group’s highly-anticipated Las Vegas Sphere residency, which kicked off today, July 11 through August 24, and the debut of their new album, Millennium 2.0 (Sony Legacy).

The newly signed partners span categories from fashion and food to nightlife and live experience, designed to connect fans to the band in unexpected and memorable ways. These partnerships build on the Backstreet Boys’ enduring global brand appeal and create immersive touchpoints for multiple generations of fans as they relive the magic of Millennium and the band’s greatest hits.

The new licensing partners include Anti Social Social Club for a limited-edition Backstreet Boys capsule collection blending iconic streetwear with nostalgic pop flair;

Crumbl is rolling out a band member inspired dessert each week, as part of their rotating menu. This branded dessert will be promoted across Las Vegas locations and available at all Crumbl stores.; Madeworn, a premium collection of vintage-inspired apparel, available exclusively at the Backstreet Boys Terminal; Area15 will host a three-night-only Backstreet Karaoke Night experience (July 17, 31 and August 14) with themed cocktails, immersive sets, and sing-alongs for superfans; and Golden Tiki will launch a signature series of Backstreet Boys-themed tiki drinks and a special Shrunken Head Ceremony, set for late July.

In addition to the new partnerships, the fan-fueled momentum continues with the July 11 opening of the Backstreet Boys Terminal, a co-branded immersive pop-up experience from the band and the music-led destination experience company, Vibee at The Venetian Resort Las Vegas. The Terminal invites fans on a journey through the band’s history with rare memorabilia, photo moments, TRL studio recreations, personalized dressing rooms, and a merch shop featuring exclusives from Madeworn, Anti Social Social Club, and more.

“This residency at Sphere is the start of a bold new chapter for us,” said the Backstreet Boys in a joint statement. “We’re incredibly grateful to work with Global Merchandising and all of these amazing partners who share our vision of creating meaningful, next-level experiences for our fans. We can’t wait to celebrate with everyone in Vegas.”

“These new collaborations are all about delivering authentic, fan-first moments that celebrate both the legacy and the evolution of the Backstreet Boys,” said Lisa Streff, SVP of Licensing & Brand Development, North America at Global Merchandising Services. “From exclusive fashion drops to interactive nightlife and sweet treats, this is one of the most dynamic brand programs we’ve seen for a music residency—and it’s just the beginning.”

As the first pop act to headline at Sphere, the Backstreet Boys will deliver a once-in-a-lifetime visual and sonic spectacle, bringing the Millennium album and other fan favorites to life across 21 shows in July and August. The residency is produced by Live Nation, with Vibee serving as the official VIP experience partner.

For more information on the Backstreet Boys’ Sphere shows, exclusive merch, and fan experiences, visit: https://backstreetboys.vibee.com. 

About Global Merchandising Services Ltd.
Global Merchandising Services Ltd is an award-winning music, celebrity and lifestyle merchandising company. Headquartered in London and Los Angeles, Global is a licensing powerhouse with world-class expertise in design, product development, branding, manufacturing and direct sales. Global conducts business across all channels of retail distribution, live events, web shops, pop-up shops, sponsorships, endorsements and third-party licensing. For more information: http://www.globalmerchservices.com/