WildBrain CPLG’s ASPIRE Inks E-Mobility Partnership for Sauber Motorsports

ASPIRE secures deal for Alfa Romeo F1 Team ORLEN-branded e-bikes and e-scooters from Asia Kingston, debuting Jan. at the Consumer Electronics Show.
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License Global

December 8, 2022

Sauber products.
Sauber products.ASPIRE

ASPIRE, the dedicated Corporate and Lifestyle division of licensing agency


CPLG, has secured a deal with Asia Kingston for a range of e-mobility products for the Swiss motorsport brand, Sauber Motorsport, which owns and operates Alfa Romeo F1 Team ORLEN. Under the partnership, Asia Kingston has developed Alfa Romeo F1 Team ORLEN-branded e-bikes and e-scooters, set to debut at the Consumer Electronics Show in Las Vegas before rolling out across Europe at bike and sport retailers, consumer electronic outlets and hypermarkets. Asia Kingston's e-mobility products have been nominated for and won multiple design awards, including two Silver A'Design awards in 2021 and 2022.   

ASPIRE has also secured deals to further extend the consumer products offering for Sauber Motorsport across a range of categories, including collectables based on the helmet of F1 driver Zhou Guanyu with Racing Force International (Bell Helmets); die cast model cars in various scales with Sunrich, Minimax, Zmodels

and May Cheong; Alfa Romeo F1 Team ORLEN and Sauber Motorsport posters and fine arts with Automobilist; and construction-brick cars in various scales with Rastar Group.  

“We’ve used our brand licensing expertise to build an innovative consumer products offering for Sauber, and it feels very fitting this is the first ASPIRE partner for which we’ve secured an e-mobility deal,” says Victoria Whellans, commercial director, ASPIRE. “This partnership with Asia Kingston underscores Sauber's commitment to cutting-edge technology while putting sustainability at the forefront of its offering. This is a fantastic example of how we can work with a brand to expand its product range and broaden its audience while adhering to its core values. We’re looking forward to seeing the new products launch at the Consumer Electronics Show in the New Year, as we continue to explore the vast opportunities this globally renowned brand presents."  

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