Pophouse Entertainment, the investment firm co-founded by ABBA's Björn Ulvaeus, has struck a deal with British heavy metal band Iron Maiden to acquire a stake in the group's publishing and master recording rights, alongside its name, image and likeness (NIL) rights. The agreement, which reportedly gives Pophouse a 50% stake in these assets, also covers the band's mascot Eddie and is designed to fund new creative projects while broadening Iron Maiden's reach to new audiences.

Formed in London in 1975, Iron Maiden have sold an estimated 100 million records across 17 studio albums and remain a major touring act. The partnership, developed over the past year with the band's co-manager Andy Taylor, has already produced the Infinite Dreams Museum Experience at Knebworth's EddFest, and future plans include a cinematic project around the "Run for Your Lives" tour and a digital universe built around Eddie. For comparison, Pophouse previously paid more than $300 million for a similar rights deal with Kiss, though the size of that stake was not disclosed.