Bidding for Elvis Presley rights draws in some big names

|By:, SA News Editor

Fresh off buying Juicy Couture from Fifth & Pacific, P-E backed Authentic Brands is now in the hunt for the licensing rights for Elvis Presley and Muhammed Ali which are being sold by Core Media.

Iconix Brand (ICON +0.2%) and a consortium which includes Sony (SNE -2.2%) is also in the mix for the assets.

The big picture: Buying the rights to dead celebrities has paid off for fashion brands in the past that hit the right sentimentality nerve with consumers.