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ASPIRE Signs New Licensees for Sauber Motorsport

ASPIRE Signs New Licensees for Sauber Motorsport

ASPIRE, the dedicated Corporate & Lifestyle division of world-leading brand licensing agency WildBrain CPLG, has accelerated its consumer products programme for Sauber Motorsport with a line-up of new licensees now signed up for its Formula 1 operations, Alfa Romeo F1 Team Stake.

Victoria Whellans, Commercial Director at ASPIRE, said: “The scope of these deals highlights the global surge in popularity for motorsport brands, and especially a strong appetite amongst consumers to celebrate the F1 season. ASPIRE’s strategy is to bring a creative and curated approach to lifestyle brand management, applying a global perspective at local level. This incredible range of products offers fans new opportunities to engage with their favourite team and share their love for the Alfa Romeo F1 Team Stake brand.”

ASPIRE has driven an extensive licensing programme for Sauber Motorsport since the launch of the partnership in 2021, growing Alfa Romeo F1 Team Stake’s profile in the lifestyle space and propelling it into new categories. The new licensees secured range from apparel to collectibles to figurines, including a brand-new collaboration with Abercrombie & Fitch developed by apparel partner Outerstuff LLC. The Abercrombie & Fitch collection includes two adult t-shirt designs, which are available now across Abercrombie & Fitch stores and online in USA, Canada, the UK and Europe, featuring artwork created especially for this year’s F1 races. Outerstuff LLC also have a multi-territory deal for men’s, women’s and kids fashion apparel.

Heal Tread have launched a range of adult socks based on Alfa Romeo F1 Team Stake. The designs feature stylised images of the drivers and prints inspired by the car livery from the Las Vegas Grand Prix. The Heal Tread collection is available on their website and select retailers worldwide. 

In toys, AFX (Racemaster) has come on board for slot cars. It will launch Alfa Romeo F1 Team Stake slot car and racing set as well as individual cars. The cars will launch worldwide before the end of 2023. In further deals, Yu Tung Technology Ltd (also known as Yolopark) will launch Alfa Romeo F1 Team KICK racing block set (with figurines) this winter in China.  Additionally, NZG is on board for a die cast 1:18 scale model car, which will be sold with driver figurines and helmets worldwide. 

Stilo will launch a die cast mini replica helmet collection featuring helmet designs worn by Valtteri Bottas, which will be available in specialty retailers worldwide and online. 

Also in collectibles, driver and pit stop crew statues and a stylised Alfa Romeo F1 Team Stake model car will debut in retailers and online from December, via a deal with SFX Collectibles Ltd. 

The Alfa Romeo F1 Team Stake brand has also expanded into official posters and fine art prints through a worldwide deal with Automobilist S.R.O, with a team of artists offering bespoke artist-in

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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