EMI Music have signed a deal with the estate of late singer Dean Martin to use his name, image and likeness.
The company, which markets Martin's back catalogue, said the deal with the Dean Martin Trust was the latest in a "growing portfolio".
It has already signed similar non-recording deals with Robbie Williams and US rock group Korn.
Martin, who died in 1995 aged 78, was also an actor, playing straight roles opposite comedian Jerry Lewis.
'Cultural impact'
"Dean Martin is a world-class entertainer whose relevance and cultural impact are as strong in 2006 as when he was recording at Capitol Studios," said Ronn Werre, president of EMI Music Marketing.
Martin has sold more than 50m albums, and recorded hits such as Ain't That A Kick In The Head, That's Amore and Mambo Italiano.
EMI recently released the album Christmas With Dino, which featured singer Martina McBride singing a "duet" with Martin on Baby, It's Cold Outside.
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