ASPIRE strikes new deals across toys and apparel for Sauber Motorsport’s Alfa Romeo F1 Team Stake

ASPIRE, the Corporate & Lifestyle division of WildBrain CPLG, has welcomed a raft of new licensees for Sauber Motorsport’s Formula 1 operation, Alfa Romeo F1 Team Stake.

The new licensees secured range from apparel to collectibles to figurines, including a collaboration with Abercrombie & Fitch developed by apparel partner Outerstuff. The Abercrombie & Fitch collection includes two adult t-shirt designs featuring artwork created especially for this year’s F1 races. Outerstuff also have a multi-territory deal for men’s, women’s and kids fashion apparel.

Elsewhere, 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.

In toys, AFX has come on board for an 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. Also in toys, Yu Tung Technology Ltd – also known as Yolopark – will launch Alfa Romeo F1 Team KICK racing block set this winter in China and NZG is on board for a die cast 1:18 scale model car.

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.

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.

“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,” said 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.”