F1 and Pacsun extend licensing agreement

Formula One and retail clothing brand Pacsun have announced a multi-year renewal of their licensing partnership.

Contract:

• Formula One and Pacsun will continue to collaborate on race-specific capsules
• Unclear which races will be targeted as part of the deal from next year

Context:

This year saw limited edition collections designed for select Grands Prix throughout the season, including Italy, Austria and Las Vegas. With other 350 stores in the US, Formula One wants to tap into Pacsun’s strong presence in the country as it continues to be a key market.

Comment:

Emily Prazer, chief commercial officer of Formula One, said: “Fashion and design have always been a part of Formula One, and we’re pleased to continue to give fans the opportunity to bring their passion for the sport to life through new Pacsun products.

“We pride ourselves on how Formula One is constantly evolving, and Pacsun’s approach to their collections and collaborations means our partnership, and the way we connect with fans, is too.”

Coming next:

The 2025 Formula One season gets underway with the Australian Grand Prix from 14th to 16th March.

Go deeper:

• F1 viewership analysis: Has the series cracked the US TV market?
• Has F1’s Las Vegas gamble paid off? We went to the Grand Prix to find out