About Pazar
Pazar is where rights holders meet licensees: brands, retailers, and manufacturers ready to build the next thing people actually want. From sports properties to entertainment IP, we make licensing feel less like scattered emails and more like a shared workspace. Clear rights, clear terms, clear next steps.
In plain English: rights holders list what can be licensed and under which guardrails. Licensees send structured requests. Both sides align on the essentials (scope, territory, term, fees), then move from “interesting” to “signed” without months of back-and-forth.
Our Mission
To empower rights holders and licensees with a simple, transparent way to license IP. Pazar provides the tools to discover opportunities, agree on terms, and manage deal flow, so culture turns into products and campaigns with less friction and more trust.
Our Values
Trust
Clear guardrails, verified participants, and deal organization designed to reduce ambiguity.
Simplicity
A licensing flow that starts with the essentials, so both sides get to “yes” without the maze.
Transparency
Visible status, clear next steps, and straightforward pricing. No mystery process.
Community
A network where rights holders and licensees collaborate, learn, and build repeatable wins together.
Our Team
Pazar is built on more than 15 years of legal and licensing experience, including nearly a decade at Red Bull managing IP partnerships with PUMA, Nike, FIFA, TAG Heuer, Aston Martin, and more.
Serkan Yel
Founder & CEO
Serkan Yel spent nearly a decade at Red Bull, starting as Legal Counsel and rising to Head of Licensing and then General Manager of Consumer Products in North America. He ran Red Bull's global licensing program, more than doubling its revenue and overseeing merchandising across 171 countries, and built the company's North American consumer products business from the ground up.
Since Red Bull he has advised sports and entertainment names including FIFA, PUMA, and Volleyball World. Across the industry he kept seeing the same gap: licensing has tools for managing deals once they exist, but closing the deal itself, turning an opportunity into signed, reported, paid revenue, still runs on scattered emails and manual work. He built Pazar to fix exactly that.
Leonard Schellenberg
Co-Founder & CTO
Leonard Schellenberg is a systems architect with a Master's in Mathematics and more than 20 years building secure, large-scale infrastructure. He architected Wire, the end-to-end encrypted messaging platform trusted by the German federal government, and has led award-winning engineering across telecom, media, and hardware, including a CES Innovation Award at LivingPackets.
He has run engineering teams from early startup squads to organizations of more than 200 people. At Pazar, he is turning a fragmented, manual, trust-heavy process into structured infrastructure for rights, contracts, approvals, reporting, and payments.
Join Us
Join the early network of rights holders, brands, agencies, and licensees building the future of licensing on Pazar.