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CAA Adds Some Vroom to McLaren’s Global Licensing Program

By Allison Watkinson

TLL Reporter

CAA Brand Management has been appointed by luxury car manufacturer, McLaren Automotive, to support its global consumer product licensing and brand extension program.

Under the terms of the multi-year agreement, CAA Brand Management will assist McLaren in extending its consumer products programs into new territories, with a primary focus on the United States, Europe, the Middle East, and Asia.

It will accomplish this through supporting McLaren’s internal team and helping manage the company’s licensee roster. The licensing agency will also be responsible for identifying new business opportunities in consumer product categories such as gaming, jewellery, publishing, and apparel.

“Appointing CAA Brand Management as our global consumer product licensing agency will help us continue to realise the full potential of our brand, drive significant growth in extending our licensing roster and continue to acquire new brand fans and admirers,” said Gareth Dunsmore, Chief Marketing Officer at McLaren Automotive.

“We look forward to working with CAA Brand Management to drive forward our ambitious licensing strategy.”

McLaren Automotive hand-assembles advanced supercars and hypercars at its global headquarters in in England. Founded in 2010, the company’s product portfolio of GT, supercar, Motorsport and Ultimate models are sold through over 100 retailers in over 40 markets worldwide.

“McLaren Automotive has experienced a rapid expansion of its core business globally, cementing itself as a leader in modern automotive luxury,” said Noah Gelbart, President at CAA Brand Management.

“We see this as a significant opportunity to support the business and help create new ways for consumers to engage with the brand.”

CAA Brand Management is a brand development and management business owned by the Creative Artists Agency. With more than three decades of experience in consumer product partnerships and licensing, CAA Brand Management is known for building revenue-generating brand extension programs for some of the world’s most loved brands.


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