Not many cities have a talent agency on the payroll, but, then again, Beverly Hills is not every city.

The municipality recently made a deal with William Morris Endeavor to handle the licensing of its iconic shield and other city trademarks for merchandise and apparel.

With Beverly Hills synonymous with luxury, the city figured it could boost licensing revenue by working with the agency after a previous deal with the Beverly Hills Chamber of Commerce expired.

“Partnering with William Morris will bring the appeal of the Beverly Hills name and lifestyle to a wider global audience,” said Cheryl Friedling, a deputy city manager, in an e-mail.

Beverly Hills has generated about $95,000 in revenue from licensing deals over the last seven years, and plans to allow William Morris to take 25 percent of future revenue for the three-year term of the agreement.

The deal is part of the city’s efforts to expand the licensing of its trademarks beyond a line of luxury perfume launched last year, including one called Rodeo Drive.

William Morris is headquartered in the city but its selection also reflects the agency’s experience in licensing landmarks. The agency has worked with the non-profit Daughters of the Republic of Texas to license the Alamo for merchandise.

The Beverly Hills chamber had been handling licensing through a contract with Bradford Licensing in Montclair, N.J., which oversaw the launch of the perfume line.

When that deal ran out, a City Council committee decided to create a more comprehensive branding strategy and find an agency with media and entertainment industry contacts.

Chamber Executive Director Alexander Stettinski said he doesn’t feel snubbed.

“It’s the city’s property, not the chamber’s property,” Stettinski said. “This is part of a larger effort by the city to brand the shield stronger.”