WildBrain CPLG has further expanded its Lifestyle portfolio with the signing of global representation rights for Sauber Motorsport AG.
Under the terms of the licensing deal, WildBrain CPLG will handle all Sauber brands. This will include Sauber Motorsports, which owns and operates the Alfa Romeo F1 Team ORLEN. It also includes Sauber Technologies and Sauber Esports. The initial focus will be on the UK, EMEA, China, India and North America markets.
“As we continue strengthening our lifestyle roster, it’s fantastic to welcome a brand of Sauber’s calibre to our line-up,” said Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle. “Sauber’s portfolio brings many fantastic opportunities, whether that’s connecting fans to the Alfa Romeo Formula One team, tapping into the rapidly growing world of Esports licensing with Sauber Esports, or capturing the company’s extensive experience in engineering through the Sauber Technologies brand.
“We look forward to working closely with Sauber to develop a carefully curated product range with best-in-class partners to drive long-term brand engagement and growth on a global scale.”
WildBrain CPLG will assemble a strategic cross-category merchandise range for Sauber’s Alfa Romeo F1 Team ORLEN brand. This merchandise will span across multiple categories including apparel, footwear, automotive accessories, collectibles, official team products, and more to further engage Formula One fans.
For Sauber Technologies and Sauber Esports, WildBrain CPLG will utilise the expertise of the Sauber Engineering and Technology teams. Their expertise includes 3D printing, aerodynamics and Formula One technology. The team will leverage the attributes of these properties to extend them into everyday categories.
WildBrain will initially focus on household and lifestyle products for Sauber Technologies. For Sauber Esports, Wildbrain’s target categories will include apparel, toys, collectibles and gaming accessories as well as digital products and partnerships.
“This 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 at Sauber Group. “It’s a multi-year and 360 degree package, including licensing services, a programme strategy development and business management deal, which will help grow our brand. WildBrain CPLG will support us with finding 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.”
Sauber is globally renowned as one of the world’s leading tech brands. The company was founded in 1970, making its Formula One debut in 1993. For more than 50 years, the Swiss company has been setting standards in the design, development and construction of race cars for various championship series, such as Formula One, DTM, and WEC.
“The Sauber brand is a hugely valuable one and our deal with WildBrain CPLG will help us grow its profile,” said Christian Dautenheimer, Head of Brand Management at Sauber Group. “It’s a brand that embodies Swiss excellence and encapsulates a huge history at the highest levels of motorsport – our team is the fourth most experienced one in F1, with 30 years in the sport, which is a huge achievement.
“There are multiple avenues in which our work with WildBrain CPLG can help us reach our fans and customers, and we’re excited to explore them in the months and years to come,” Dautenheimer added.
WildBrain CPLG is one of the world’s leading entertainment, sport and brand licensing agencies. With 50 years of experience in the licensing industry, WildBrain provides its clients with dedicated licensing and marketing professionals, as well as fully integrated product development and legal and accounting services.