He’s gone now, but Yogi Berra’s famous name and face will live on through a new marketing agreement between his family and Steiner Sports.
Founder and CEO Brandon Steiner says his company had acquired the exclusive licensing rights to Yogi Berra’s name and likeness directly from the family, as well as the rights to market the remaining pieces of the Yogi Berra memorabilia collection.
Steiner sold some Berra memorabilia in an auction held in December 2014, including a 1999 Yankees World Series ring for $55,440.
There was no immediate word on plans for Berra-related products or when more of his personal collection would be offered. However, an image showed two game-worn jerseys, signed contracts, awards and other personal effects.
“Steiner Sports is extremely proud and honored to be able to represent someone who is not only one of the greatest and most popular Yankees of all time, but a true baseball legend,” Steiner said. “We believe Yogi’s memory and legacy are in great hands with us, and we look forward to working closely with the Berra family on all projects to come.”
The company already has Berra signed and unsigned memorabilia for sale on its website.
Steiner also revealed Monday that he has hired long-time sports attorney and licensing expert Ed Schauder to serve as the firm’s Executive Vice President/Licensing & General Counsel. Schauder’s initial responsibilities will consist of the management of the Yogi Berra licensing program and other licensing accounts, as well as the creation and growth of a new licensing division within the company.
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