Iron Maiden Sells Half Its Rights to Pophouse — Eddie Universe Expansion in the Works
Iron Maiden announced in July 2026 a deal with Swedish company Pophouse Entertainment, selling 50% of the band's music rights, name and likeness to the firm. Pophouse was founded in 2014 by ABBA member Björn Ulvaeus, and was behind the ABBA Voyage production; it also currently manages the Tina Turner estate and works with Kiss. The announcement landed the day after Iron Maiden's 50th-anniversary show at Knebworth on July 11 — timing that hasn't gone unnoticed.
The deal and the Eddie universe plan
Pophouse CEO Jessica Koravos told Billboard the two companies are now "50-50 partners" aiming to "accelerate Maiden's plans for the future." She singled out the band's mascot Eddie as a particular opportunity, noting that heavy metal paired with Eddie's imagery is well suited to horror-genre world-building spanning visual art and song narrative.
Beyond the Eddie digital-universe concept, confirmed projects currently in motion include:
- A documentary centered on the Run For Your Lives World Tour, currently in production
- Exploration of immersive fan-experience formats
Band manager Rod Smallwood said in a statement that the strategic partnership will let the band move faster on long-term plans, adding that "interest in the band has never been higher."
Background: the Knebworth 50th-anniversary show
The announcement follows Iron Maiden's 50th-anniversary concert at Knebworth on July 11, which drew more than 50,000 attendees. The date coincided with England's World Cup quarterfinal match against Norway; frontman Bruce Dickinson joked onstage, "I think you thought there was a football match on today."
It was Iron Maiden's only UK show of 2026, with support from The Darkness, The Hu, Airbourne and The Almighty. The performance was professionally filmed, with a future release expected.