Formula 1® partners with CAA-GBG to enhance fan engagement worldwide

Formula 1®, the pinnacle of motorsport and CAA-GBG Global Brand Management Group, the world’s premier brand management company and a subsidiary of Global Brands Group, today announced that they have partnered with Formula 1 to grow their global audience and improve the overall fan experience. CAA-GBG will focus on licensed product opportunities that leverage the sport’s principles, heritage and advanced technologies in support of the brand’s expansion strategy.

As part of the new strategic plan, Formula 1 is improving its digital platforms and brand experiences, whilst 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 continues to improve  fan engagement both at the Grand Prix™ and around the world through multiple touchpoints including F1® TV, a content platform available in 66 territories, including the US, Mexico, Germany and France, as well as in many countries in South America and Eastern Europe.

Frank Arthofer, Director of Digital and Licensing, Formula 1, said:

“Formula 1 has developed a powerful strategy for reaching fans wherever they are, whether in the stands, in the Fanzone or online. 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, Executive Vice President of CAA-GBG Said.

“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.”


Notes to editors:

Formula 1 Press Office

E: [email protected]

T: @f1media


Edelman Press Office

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About Formula 1®

Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. The 2019 FIA Formula One World Championship™ runs from March to December and spans 21 races in 21 countries across five continents. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB, LSXMK, BATRA, BATRK, FWONA, FWONK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trade marks of Formula One Licensing BV, a Formula 1 company. All rights reserved.

About CAA-GBG Global Brand Management Group (CAA-GBG)

In a joint venture between Global Brands Group Holding Limited (“Global Brands”) and Creative Artists Agency (“CAA”), CAA-GBG is the world’s premier brand extension company. It combines the resources and licensing expertise of leading entertainment and sports agency CAA with Global Brands’ international Brand Management Group. With 24 offices in 20 countries, CAA-GBG advises on and manages all aspects of brand extension programs, including branding strategies, market targeting, product development, retail activations, licensee acquisitions and multi-territory franchising. Furthering branding opportunities for clients across a wide range of consumer products, the joint venture combines Global Brands’ established and strong worldwide brand management operation with CAA’s extensive licensing, media and entertainment platform. CAA-GBG is a subsidiary of Global Brands and the operating vertical for its brand management business.

About Global Brands Group Holding Limited

Global Brands Group Holding Limited (SEHK Stock Code: 787, the “Group”) is one of the world’s leading branded apparel, footwear and brand management companies. The Group designs, develops, markets and sells products under a diverse array of owned and licensed brands and a wide range of product categories. Global Brands’ innovative design capabilities, strong brand management focus and strategic vision enable it to create new opportunities, product categories and market expansion for brands on a global scale. In addition, the Group is the global leader in the brand management business through its joint venture, CAA-GBG.

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