Wildbrain CPLG Announces Sauber Motorsport Deal

The agency will assemble a cross-category deal that will include automotive accessories, toys, footwear and more.

License Global

February 1, 2022

2 Min Read
An Ulta Romero F1 vehicle
Wildbrain CPLG

WildBrain CPLG has expanded its lifestyle portfolio by signing global representation rights for the Swiss motorsport company Sauber Motorsport.  

Under the deal, WildBrain CPLG will handle all Sauber brands, including Sauber Motorsports, which owns and operates the Alfa Romeo F1 Team ORLEN and Sauber Technologies and Sauber Esports. The initial focus will be on the U.K., Europe, the Middle East and Africa (EMEA), China, India and North America markets.  

WildBrain CPLG will assemble a strategic cross-category merchandise range for Sauber's Alfa Romeo F1 Team ORLEN brand across multiple categories, including apparel, accessories, footwear, gifting, automotive accessories, toys and collectibles and official team products to further engage Formula One fans.  

For Sauber Technologies and Sauber Esports, WildBrain CPLG will utilize the Sauber Engineering and Technology teams, including 3D printing, aerodynamics and Formula One technology. WildBrain CPLG will initially focus on household and lifestyle products for Sauber Technologies. At the same time, for Sauber Esports, target categories will include fashion apparel, toys, collectibles and gaming accessories, and digital products and partnerships. 

"As we continue strengthening our lifestyle roster, it's fantastic to welcome a brand of Sauber's caliber to our lineup," says Victoria Whellans, group brands director, WildBrain CPLG Lifestyle. "Sauber's portfolio brings many fantastic opportunities, whether that's connecting fans to the Alfa Romeo Formula One team, tapping into the rapidly growing world of Esports licensing with Sauber Esports, or capturing the company's extensive experience in engineering through the Sauber Technologies brand. We look forward to working closely with Sauber to develop a carefully curated product range with best-in-class partners to drive long-term brand engagement and growth on a global scale."  

"This deal with WildBrain CPLG is a huge step for Sauber as it allows us to further develop our licensing strategy and operations across all Sauber brands," says Yan Lefort, commercial director, Sauber Group. "It's a multiyear and 360-degree package, including licensing services, a program strategy development and business management deal, which will help grow our brand. WildBrain CPLG will support us with finding the right partners, those who align with our core values, and help us access their global network to drive revenue and boost our brand's stature." 

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