Official APX GP Merchandise Launches Ahead of F1 Film

With Lego racing car and driver's dokus, the top motor sport opens up a younger audience. Now the Formula 1 pushes into the supermarket shelf.

Official APX GP merchandise launches ahead of F1 film

Formula 1 is aiming to cash in on the hype surrounding the launch of ‘F1 the Movie’ by launching its official merchandise range.The majority of the clothing, which includes a cap, bucket hat and t-shirts in both men’s and women’s cuts, has been released ahead of this weekend’s Spanish Grand Prix.The film, starring Brad Pitt as veteran racer Sonny Hayes, is released worldwide on ...Keep reading

Liberty's F1 Sponsorship Revolution Continues

Formula 1’s approach to sponsorship under the now eight-year reign of American media company Liberty Media continues to intensify.When the Bernie Ecclestone era ended in 2017, the former F1 supremo had shied away from consumer tech and entertainment-related partnerships, focusing instead on traditional industries like banking, oil and logistics.In the Liberty era, characterised by a Netflix series and now an official movie starring Brad Pitt, th…

F1 becomes a lifestyle brand under Liberty's watch

Formula 1's transformation under Liberty Media has taken another leap forward, with the sport continuing to reshape its commercial landscape to align with modern consumer trends.