As part of the deal, CAA-GBG will focus on cultivating licensed product opportunities that will leverage the sport’s heritage, principles and advanced technology. CAA-GBG will also focus on developing Formula 1’s digital platforms across all key verticals, including social media.

Formula 1 continues to boost fan-engagement efforts at the Grand Prix and via content platform F1 TV, available in 66 territories.

“Formula 1 is one of the most exciting sports experiences in the world,” says Scott Harvey-Nicholls, executive vice president, CAA-GBG. “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.”

“Formula 1 has developed a powerful strategy for reaching fans wherever they are, whether in the stands, in the fanzone or online,” says Frank Arthofer, director, digital and licensing, Formula 1. “Our partnership with CAA-GBG will help us further engage with our audience as we grow through strategic consumer product, trademark licensing and experiences.”