Khaby Lame inks $975m global brand licensing deal

Khaby Lame has licensed the global commercial rights to his image and personal brand in a deal valued at up to $975 million, according to company statements.

As part of the agreement, Lame has authorised the development of an AI-powered digital version of himself, allowing his likeness to be used for multilingual content and livestream shopping.

The transaction grants Rich Sparkle Holdings exclusive worldwide rights for an initial three-year period to monetise Lame’s brand, including advertising and  brand partnerships. Rich Sparkle is a publicly listed holding company focused on consumer brands and creator-led retail.

The deal is structured as an all-stock transaction valued between $900 million and $975 million. As part of the arrangement, Lame becomes a controlling shareholder in Rich Sparkle.

The acquisition involves Step Distinctive Limited, Lame’s core operating company, which manages his commercial and brand activities. Step Distinctive will continue to be led by Lame following the transaction.

Operational responsibility for livestream commerce and fulfilment will sit with China-based Anhui Xiaoheiyang Network Technology, which has been granted exclusive full-chain operating rights during the 36-month cooperation period.

Rich Sparkle said the model could generate more than $4 billion in annual sales once fully operational. Initial expansion will focus on the United States, the Middle East and Southeast Asia.

Lame rose to prominence through silent reaction videos on TikTok and is the platform’s most-followed creator.