Aston Martin forced to sell more than half of its branding 

Aston Martin has sold control of its own name in everything it does apart from cars as the brand agrees to 50.1 per cent of its non-automotive branding rights to US brand group Authentic Brands.

New Delhi: Aston Martin has silently sold control of its own name in everything it does apart from cars. The British sports car maker agreed to hand 50.1 per cent of its non-automotive branding rights to US brand group Authentic Brands as part of a £550 million debt package led by HPS Investment Partners, bringing a furious response  from previous creditors.

Aston Martin has restructured its branding business by separating its core automotive operations from its lifestyle and licensing activities. Under the new arrangement, the Aston Martin name will continue to be used for its road cars and Formula 1 team. On the other hand, the rights for merchandise, fashion collaborations and other lifestyle products have been placed into a separate entity. 

However, creditors owed around £1.3 billion argue that transferring these intellectual........

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