Endemol Shine North America Pacts for Miss Universe L&M


Endemol Shine North America is collaborating with The Miss Universe Organization on commercial initiatives in the U.S.

Endemol Shine’s Los Angeles-based team will look for opportunities with U.S. brands for Miss Universe, Miss USA and Miss Teen USA, including on-air integrations, off-channel sponsorships and promotions, digital initiatives and licensing extensions such as consumer products, gaming, live events and experiences. Key categories are health and wellness, beauty and lifestyle, apparel and accessories.

“After a firsthand experience meeting with the dynamic young women who were competing, I was able to better understand what the brand represents and the unlimited potential the titleholders have for partnerships and licensing opportunities in each state as well as across the country,” said Tamaya Petteway, Endemol Shine North America’s senior VP of brand and licensing partnerships. “When we work with television properties beyond our studio, it’s important that they are a great fit and The Miss Universe Organization is just that—a globally recognized brand with a built-in audience, broad appeal, a passionate fan base, and talent that uplifts and inspires.”

“The Miss Universe brand is recognized all over the world with nearly 10,000 women participating in our programs each year,” added Paula M. Shugart, president of The Miss Universe Organization. “Our organization is uniquely positioned to support stakeholders in different markets on the grassroots and national level, and we look forward to building new opportunities together with Endemol Shine.”