Kevin Hart Partners With Authentic Brands Group to Scale Brand and Business

In a massive equity deal, the award-winning comedian and actor looks to build massive scale through a new strategic partnership

Kevin Hart has long transcended the title of “comedian.” Between his media empire at Hartbeat, his premium tequila, sportswear collabs, and his nutritional wellness plays, Hart isn’t just a talent and businessman. He is, to paraphrase Hov, a business, man. Now, the mogul is solidifying that status by joining forces with the biggest portfolio manager in the game: Jamie Salter’s Authentic Brands Group (Authentic).

In a strategic partnership announced this week, Hart and Authentic will co-own and manage the Kevin Hart brand, unlocking the global infrastructure of a company that generates over $32 billion in annual retail sales. Crucially, the deal also sees Hart becoming a shareholder in Authentic itself, joining a roster of athlete-investor legends like Shaquille O’Neal and David Beckham.

“When you’re serious about legacy, you stop thinking short-term and start choosing partners who can carry your name forward for generations,” Hart said in a statement to Boardroom. “And it was clear Authentic was that partner.”

For Hart, the move notches him another check in the win column. Rather than signing a traditional licensing deal, he is integrating himself into the Authentic ecosystem—a portfolio that includes heavyweights like Muhammad Ali, Sports Illustrated, and Reebok. The strategy is to scale the Hart brand across new verticals, from consumer products to live experiences, utilizing Authentic’s massive distribution network.

“This partnership is about acceleration, growth and diversification. 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,” said Hart. “Becoming a shareholder allows me to co-own some of the most recognizable IP of all time while building my own brand legacy. I want the Hart name to live on for generations to come and be something that my grandkids and their grandkids will be able to be proud of.”

“Kevin is one of the most dynamic entertainers and entrepreneurs of our time,” said Jamie Salter, Founder, Chairman and CEO of Authentic. “His creative vision, business instincts and cultural impact are unmatched. Kevin sees what we see: the power of brand ownership and the opportunity to build a global, long-term business. His investment in Authentic also reflects our mutual confidence and shared vision for that growth.”

This deal marks a significant evolution in Hart’s already impressive portfolio, which includes Gran Coramino Tequila and VitaHustle. By aligning with Authentic, he isn’t just looking for another check; he’s looking for scale on a generational level. As the lines between entertainment, sports, and capital continue to blur, Kevin Hart just provided the latest blueprint for how to turn influence and success into long-term equity.