Estate of James Hunt Taps GTL as Brand Licensing Agency

The Estate of James Hunt has appointed Global Trademark Licensing (GTL) to represent the late Formula One driver’s name and likeness across a wide range of merchandise and partnership marketing opportunities worldwide. 

Marking the 50th anniversary of James Hunt’s F1 debut, the new deal will see GTL work with licensees across various categories, including apparel, accessories, toys, collectibles and gaming. 

Having learned to drive on a tractor in Wales while on a family holiday, James Hunt became one of the most iconic drivers in Formula One history, winning the World Championship in 1976 with McLaren. He was known for his flamboyant style on and off the track, and his legacy continues to inspire fans worldwide. His battle for the ’76 championship with Nikki Lauda inspired the award-winning film, “Rush,” directed by Ron Howard. 

“My brother Freddie and I were only young when dad died and we now feel the time is right to grow our existing merchandising and retail activity,” says Tom Hunt, eldest son of James. “The Monaco Grand Prix in 1973 was my father’s first race in F1, so it’s an appropriate time to announce our new relationship with the team at GTL, who are there to help us preserve his legacy with fans and also introduce his story to a whole new generation.” 

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“With the growth in popularity of Formula 1, particularly amongst Gen Zs, the timing is ideal for developing a licensing program around this British icon, bringing his legacy to life via engaging consumer products,” says Thomas Nielsen, director, GTL.