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Sale of F1 chequered flag squares to fans attracts strong interest

The sale of personalised squares within Formula 1’s official chequered flag has been extended to the end of the 2020 season after strong interest from fans.

The initiative, which has also helped to raise money for Formula 1’s ‘#WeRaceAsOne’ charity campaign, was introduced ahead of this weekend’s Austrian Grand Prix, Formula 1’s first race back after the Covid-19 shutdown.

In a project devised by Formula 1 and implemented by F1Authentics, the official F1 memorabilia platform recently established by UK-based sports memorabilia business The Memento Group, fans have been able to buy squares so that their names can be printed on the race-ending chequered flag.

At each Grand Prix, a total of 56 flag squares are being offered to fans at a price of £199.99 (€221.75/$248.93) each with the sales helping to support the F1 charity campaign that tackles racism, inequality and the effects of Covid-19. An additional 24 squares are to be allotted to race promoters to offer to their own fans and guests. After the race, fans will be sent their square mounted and framed, along with an image of the flag in action and a hologram to guarantee authenticity.

Barry Gough, chief executive of The Memento Group, said: “We are delighted to join F1’s #WeRaceAsOne initiative with this exciting opportunity for fans. Since F1 announced the campaign, we have jumped onboard with a means to both raise money and give fans of the sport a unique opportunity. Waving the chequered flag to signal the end of a race has been a tradition that has lasted the entirety of F1’s incredible 70 year history. To now be a part of that moment is something we know that F1 fans, the world over, will cherish.”

The Memento Group is eyeing moves into more sports after establishing the F1Authentics.com platform and after investment in a new auction platform, customer database integrations alongside marketing services, showrooms, logistics and fulfilment.

For Formula 1, The Memento Group has auctioned and sold official memorabilia licensed by teams, with products including race-used, test-worn and replica car parts, race wear and helmets. The company also reengineers and repurposes items to create limited-edition products and showpieces.