LONDON: Recognising the need to grow its audiences globally and improve fan experience on and off the race course, Formula 1 has announced a new partnership with the world-renowned brand management company, CAA-GBG.
As part of the deal, CAA-GBG will focus mainly on licensed product opportunities that leverage F1’s principles, heritage and advanced technologies with respect to the motorsport’s expansion strategies. It is set to play a major role in improving F1’s social media and digital footprint after a record-breaking 2018 in this regard.
Formula 1 head of digital and licensing, Frank Arthofer commented on the partnership: “F1 has developed a powerful strategy for reaching fans wherever they are, whether in the stands, in the Fanzone or online. Our partnership with CAA-GBG will help us further engage with our audience as we grow through strategic consumer product, trademark licensing and experiences.”
CAA-GBG Executive VP Scott Nicholls added: “F1 is one of the most exciting sports experiences in the world. We are looking forward to partnering with this iconic brand to help expand its reach through strategic partnerships to ensure that fans across the world can enjoy new ways to engage with this singular racing experience.”
