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F1 engages CAA-GBG for licensing venture

Formula One has agreed a partnership with brand management company CAA-GBG Global Brand Management Group, with the venture set to focus on growing the motor racing championship’s global audience and improving the overall fan experience.

CAA-GBG, a subsidiary of Global Brands Group, will focus on licensed product opportunities that leverage the sport’s principles, heritage and advanced technologies in support of the championship’s expansion strategy.

Frank Arthofer, director of digital and licensing at Formula One, said: “Our partnership with CAA-GBG will help us further engage with our audience as we grow through strategic consumer product, trademark licensing and experiences.”

Scott Harvey-Nicholls, executive vice-president of CAA-GBG, added: “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.”

The 2019 Formula One season will commence with the Australian Grand Prix at Albert Park, Melbourne on March 15-17.