ASPIRE brings Sauber into e-mobility sector with Asia Kingston

WildBrain CPLG’s ASPIRE division has secured a deal that brings Sauber Motorsport – which owns and operates Alfa Romeo F1 Team ORLEN – into the e-mobility space.

The deal with Asia Kingston will see the e-mobility firm launch Alfa Romeo F1 Team ORLEN-branded e-bikes and e-scooters. The range will debut at CES 2023 in January, before rolling out across Europe at bike and sport retailers, consumer electronic outlets and hypermarkets.

“We’ve used our brand licensing expertise to build an innovative consumer products offering for Sauber, and it feels very fitting this is the first ASPIRE partner for which we’ve secured an e-mobility deal,” said Victoria Whellans, Commercial Director at ASPIRE.

“This partnership with Asia Kingston underscores Sauber’s commitment to cutting-edge technology while putting sustainability at the forefront of its offering. This is a fantastic example of how we can work with a brand to expand its product range and broaden its audience while adhering to its core values. We’re looking forward to seeing the new products launch at the Consumer Electronics Show in the New Year, as we continue to explore the vast opportunities this globally renowned brand presents.”

ASPIRE has also secured deals for Sauber Motorsport across a range of categories, including collectables with Racing Force International, die cast model cars with Sunrich, Minimax, Zmodels and May Cheong, posters and fine art with Automobilist and construction-brick cars with Rastar Group.