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CAA-GBG revs up with new Formula 1 deal

Agency to expand strategic partnerships and licensing opportunities for brand.

CAA-GBG is heading onto the starting grid with Formula 1 – securing a deal to expand strategic partnerships and licensing opportunities.

As part of the new strategic plan, Formula 1 is improving its digital platforms and brand experiences, while increasing the range and availability of associated products.

CAA-GBG will boost Formula 1 fan-engagement efforts across all key verticals including digital following the sport’s rapid social media growth in recent years.

“Formula 1 has developed a powerful strategy for reaching fans wherever they are, whether in the stands, in the Fanzone or online,” said Frank Arthofer, director of digital and licensing at Formula 1. “Our partnership with CAA-GBG will help us further engage with our audience as we grow through strategic consumer product, trademark licensing and experiences.”

Scott Harvey-Nicholls, evp of CAA-GBG, added: “Formula 1 is one of the most exciting sports experiences in the world.

“We are looking forward to partnering with this iconic brand to help expand its reach through strategic partnerships to ensure that fans across the world can enjoy new ways to engage with this singular racing experience.”

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