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Formula 1 makes ‘phygital’ driver collectables move

Formula 1 has revealed a globally exclusive multi-year deal with phygital collectables company, Mighty Jaxx.

The deal marks the first time in history that a F1 partner has been appointed to curate a global fan experience campaign simultaneously across all participating teams and drivers.

The licensing partnership will also see Mighty Jaxx assisting Formula 1 in creatively engaging fans from all generations, backgrounds and tastes, and bring a new edge to the sport.

Designed by YARMS Studio as a limited edition 8” Premium Vinyl Art Collectable, the Formula 1 2021 Mighty AllStars Collection will launch featuring the current grid of drivers, with each tech-enabled collectable unlocking digitally-enabled experiences.

Fans can also look forward to getting their hands on Premium Edition collectables designed in metal, as well as ‘Champion’ and ‘Life Size’ editions of the top three drivers towards the conclusion of the season.

Mighty Jaxx will provide the technology to enable fans worldwide to explore and redeem exclusive branded premiums, rewards and exclusive content from both Formula 1 and Mighty Jaxx.

In the BE FIRST campaign, fans and collectors can play and engage during the F1 season, making correct race predictions to move up the global leader board. Fans who purchase the driver collectables will also be able to score more points for each new collectable they authenticate on the Mighty Jaxx app. At the end of the campaign, the top three players on the leader board will win exclusive signed F1 memorabilia, courtesy of Mighty Jaxx.

“We’re very excited to be partnering with Mighty Jaxx to bring fans their favourite drivers in the form of these modern collectables,” commented Ben Pincus, director of commercial partnerships at Formula 1. “It is the first time we have entered the phygital space and we’re looking forward to working with the team at Mighty Jaxx to see just how we can bring this innovative prospect to life.”

Jackson Aw, founder and ceo of Mighty Jaxx, added: “This is the first time Formula 1 has appointed a globally exclusive licensing partner to curate a global fan experience campaign in this unique way, simultaneously across all 10 teams and 20 drivers.

“We share a common vision with Formula 1 of building a platform to better deliver uniquely personalised experiences through our phygital collectables to the fans and we can’t wait to introduce this new collecting experience to F1 fans around the world.”

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