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ASPIRE puts Sauber Motorsport in pole position with new licensees

ASPIRE – the corporate and lifestyle division of 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.

The new licensees secured range from apparel to collectables to figurines, including a new collaboration with Abercrombie & Fitch developed by apparel partner Outerstuff.

The Abercrombie & Fitch collection includes two adult t-shirt designs, which are available now across Abercrombie & Fitch stores and online in the US, Canada, the UK and Europe, featuring artwork created especially for this year’s F1 races. Outerstuff also has a multi-territory deal for men’s, women’s and kids fashion apparel.

Heal Tread has 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.

In toys, AFX (Racemaster) has come on board for slot cars and 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 (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 collectables, 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.

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-inspired posters created to commemorate special moments from the season and races in the Formula 1 calendar.

“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,” commented Victoria Whellans, commercial director at ASPIRE. “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.”

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