The Who sign worldwide deal with BandMerch.

BandMerch, the merchandising firm owned by AEG Live, has struck a long-term worldwide deal with The Who following the band’s 40th anniversary tour next year. 

The company will handle all merchandising as the band embark on an AEG promoted Quadrophenia Tour next year to celebrate the 40th anniversary of the music giants’ rock opera.

The Who will likely be with BandMerch for the rest of their careers. 

The new partnership includes dealing with e-commerce, fansite thewho.com and a wide range of retail partnerships around the world.

With most merchandising deals only lasting the period of one album cycle, BandMerch president Joseph Bongiovi explained, “the Who wanted a relationship that will probably, quite honestly, go for the rest of their careers.”

Previously, The Who had a merchandising partnership with AEG rivals, Live Nation, but with AEG promoting the upcoming tour, the band’s live and merchandising activities can now accompany one another.