Alex Locke
Associate
Alex Locke regularly counsels athletes, celebrities, creators and influencers, consumer brands, media and gaming companies, financial institutions, and emerging technology applications and platforms on the corporate, IP, and commercial transactions that drive modern brands. His practice sits at the intersection of media and entertainment, sports, pop culture, consumer products, and technology, with particular depth in name, image and likeness and IP licensing, brand partnerships and endorsements, content and talent deal structuring, and technology-driven transactions, including generative AI, SaaS and platform agreements, and strategic partnerships and joint ventures.
Mr. Locke has negotiated a wide range of commercial agreements, including inbound and outbound IP licenses, talent and influencer deals, sponsorships, SaaS and enterprise software transactions, and sourcing and manufacturing arrangements. He regularly advises on content development, production, and distribution across digital, audio, and audiovisual formats, including podcasts and emerging media, along with merchandising, live and experiential events, digital platform operations, promotions and marketing, data privacy, and platform compliance.
A former general counsel and founder of a multimillion-dollar consumer products licensing company, Mr. Locke brings a distinctly business-minded, operator’s perspective to complex transactions. He approaches deals with a focus on practical execution, risk calibration, and long-term value creation. Mr. Locke works with clients ranging from emerging companies and high-growth creators to Fortune 500 companies and major financial institutions, providing transactional support and strategic guidance aligned with their business objectives. He has been recognized as a Rising Star by Super Lawyers and a Licensing International Global Rising Star, received the Licensing Executives Society’s 2024 Deals of Distinction Award in the Brands as a Business sector, and was recognized by Forbes as “a leader in fashion merchandise and lifestyle.”
