Heavy metal icon Iron Maiden has sold a stake in its music rights and brand assets to Swedish entertainment investment firm Pophouse Entertainment Group AB.

The deal gives Pophouse a share of the band’s publishing and master recording rights. It also covers rights linked to Iron Maiden’s name, image and likeness. The companies did not disclose the value of the agreement.

Pophouse described the transaction as an “equal partnership.” The company developed the 50/50 deal over the past year with Iron Maiden co-manager Andy Taylor.

Together, they plan to grow the band’s brand, launch new creative projects and increase licensing income.

New Projects Already Underway

The partnership already includes a museum experience and the filming of Iron Maiden’s ongoing Run For Your Lives world tour.

The companies also plan to build a digital universe around Eddie, the band’s zombie-like mascot.

Eddie has appeared on Iron Maiden album covers, merchandise and concert stages for decades. He has become one of the most recognisable characters in rock music.

“Iron Maiden is not just a legendary band; they are one of the most powerful franchises in music history,” said Johan Lagerlöf, Pophouse Fund managing partner and head of investments.

Strong Touring Success

The announcement comes days after Iron Maiden marked its 50th anniversary with Eddfest. The two-day event took place at Knebworth in the United Kingdom.

The festival celebrated the band’s music and its mascot, Eddie. It also marked the end of the European leg of the Run For Your Lives tour.

Billboard estimated that the tour sold about 1.5 million tickets. The publication also reported that it generated more than $150 million in 2025.

Pophouse Builds Music Rights Portfolio

Formed in 1975, Iron Maiden has sold more than 100 million records worldwide. The band remains one of heavy metal’s most successful touring acts.

The acquisition is Pophouse’s sixth major music rights deal. ABBA star Björn Ulvaeus and EQT AB co-founder Conni Jonsson lead the company.

Pophouse has acquired rights linked to KISS, Tina Turner, Cyndi Lauper, Avicii and Swedish House Mafia.

The company aims to increase the value of music catalogues through immersive experiences and productions. It has also invested in ABBA Voyage, a show that has sold millions of tickets since its 2022 debut.