Kevin Hart is thinking far beyond his on-screen career. The actor and comedian is making a strategic move to ensure that the “Kevin Hart” name continues to thrive long after his time in Hollywood slows down.

On Tuesday, Hart announced a comprehensive partnership with Authentic Brands Group (ABG), one of the world’s largest intellectual property and brand licensing companies. Under the agreement, Authentic will acquire the rights to Hart’s name and likeness, while Hart himself becomes a shareholder in the company. Together, Hart and Authentic will jointly manage and grow the Kevin Hart brand, expanding it into new verticals such as consumer products, digital platforms, live entertainment, and experiential ventures.

The deal places Hart alongside an elite roster of global icons represented by Authentic, including David Beckham, Shaquille O’Neal, and the estate of Muhammad Ali. Authentic also controls a wide range of well-known brands across fashion, sports, and media, such as Reebok, Champion, Eddie Bauer, Prince, and Sports Illustrated.

“This partnership is about acceleration, growth, and diversification,” Hart said in a statement. “I’ve spent years building businesses and creating opportunities, and joining Authentic gives me the platform and global infrastructure to take my brand to the next level. Becoming a shareholder allows me to co-own some of the most recognizable IP of all time while continuing to build my own brand legacy. I want the Hart name to live on for generations—to be something my grandkids and their grandkids can be proud of.”

Authentic Brands Group is known for transforming celebrity and legacy brands into multi-billion-dollar global businesses. The company licenses its intellectual property across retail, digital media, hospitality, and lifestyle sectors, with initiatives ranging from apparel and merchandise to themed destinations and resorts. According to Authentic, the brands under its control collectively generate approximately $32 billion in annual worldwide retail sales.

Jamie Salter, Founder, Chairman, and CEO of Authentic, praised Hart’s unique combination of creativity and business acumen. “Kevin is one of the most dynamic entertainers and entrepreneurs of our time,” Salter said. “His creative vision, business instincts, and cultural influence are unmatched. He understands the power of brand ownership and the opportunity to build a long-term global business. His investment in Authentic reflects our shared confidence in that vision.”

Corey Salter, President of Entertainment and International at Authentic, echoed that sentiment, emphasizing the strategic importance of the partnership. “Our approach has always been to collaborate with forward-thinking leaders who are building brands with lasting global relevance,” he said. “Kevin represents the future of entertainment-driven intellectual property. Together, we will expand his brand across new categories and international markets, strengthening both his legacy and the broader Authentic ecosystem.”

For Hart, the deal marks another step in his evolution from comedian and actor to full-scale entrepreneur. In recent years, he has built a diverse portfolio spanning film, television, stand-up comedy, production, fitness, and digital media. Partnering with Authentic positions him to turn his personal brand into a long-lasting enterprise—one designed not just for the present, but for generations to come.