Merch2 is excited to announce a new strategic partnership with Sarah Buzby and Buzby Consulting. Sarah and her firm will work closely with Merch2 to expand its licensing footprint beyond traditional music merchandising, unlocking new product categories and verticals for artists and rights holders.

Before founding her consultancy, Sarah spent eight years at leading video game publisher Ubisoft, where she served as Vice President of Global Consumer Products. During her tenure, she led licensing efforts for globally recognized IP such as Assassin’s Creed  and Tom Clancey’s Rainbow Six Seige, across apparel, collectibles, publishing, and art and collaborations. Prior to Ubisoft, Sarah held senior consumer products roles at Just Play and Mattel, where she worked across top-tier brands and entertainment franchises.

“I worked with Sarah on some Rainbow Six live esports events when that industry was just inventing itself,” recalls Merch2 co-founder Patrick Mahoney. “She was open to new ideas then, and I’m excited to see what kind of new opportunities we may uncover together in the music NIL (Name, Image, Likeness) space.”

Sarah Buzby added: “Music fans around the world are always searching for new and unique ways to express their passion for their favorite bands.  Great merchandising programs offer a way to deepen that fan engagement and solidify the bond between fans and the bands they love . I believe we can bring innovation and excitement to the space and am excited to work with Patrick and the Merch2 team.