Sauber sews up WildBrain merchandise deal

Brand licensing company to create cross-category merchandise range.

Sauber sews up WildBrain merchandise deal

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  • Range to focus on EMEA, Chinese, Indian and North American markets
  • Partnership also covers Sauber Technologies and Sauber Esports

Sauber, owner of the Alfa Romeo Formula One team, has announced a new multi-year partnership with entertainment, sports and brand licensing firm WildBrain CPLG.

As part of the agreement, WildBrain will create a cross-category merchandise range for Sauber, which will include apparel, accessories, footwear, gifts, automotive accessories, toys and collectibles.

The apparel line’s launch is set to initially focus on the Europe, the Middle East and Africa (EMEA), Chinese, Indian, and North American markets.

In addition to the Alfa Romeo team, Sauber also operates Sauber Technologies and Sauber Esports. For Sauber Technologies, WildBrain will focus on developing a range of household and lifestyle products, whilst for Sauber Esports the firm will feature fashion apparel, toys, collectibles and gaming accessories in addition to digital products and partnerships.

WildBrain will also leverage the experience of Sauber Technologies, which includes 3D printing and Formula One technology, to improve its products.

"The deal with WildBrain CPLG is a huge step for Sauber as it allows us to further develop our licensing strategy and operations across all Sauber brands," said Yan Lefort, commercial director of the Sauber Group.

"It’s a multi-year, 360 degrees package including licensing services, a programme strategy development and business management deal which will help grow our brand. WildBrain CPLG will help us find the right partners, those who align with our core values, and help us access their global network to drive revenue and boost our brand’s stature."