Sauber brand confirms deal with WildBrain CPLG

The Sauber brand, which includes historical entities such as Sauber Motorsport, has confirmed a deal with WildBrain CPLG, one of the world’s leading entertainment, sports and brand licensing agencies.

Under the deal, WildBrain CPLG will handle all brands belonging to the Sauber Group and assemble a strategic cross-category merchandise range for Sauber across multiple categories, including apparel, accessories, footwear, gifts, automotive accessories, toys and collectibles, with an initial focus on the British, EMEA, Chinese, Indian and North American markets.

Sauber is a brand that immediately evokes engineering and sporting excellence, with innovation, Swiss precision and efficiency almost bywords for the name, which has been active in motorsport for more than fifty years and in Formula One for thirty.

With a rich portfolio of entities, including Sauber Motorsport AG, which operates the Alfa Romeo F1 Team ORLEN; Sauber Technologies and Sauber Esports, Sauber Group have a multi-faceted offering to bring to fans and customers alike. In addition to the range they will create for the Motorsport arm, WildBrain CPLG will initially focus on household and lifestyle products for Sauber Technologies, while, for Sauber Esports, target categories will include fashion apparel, toys, collectibles and gaming accessories as well as digital products and partnerships.

WildBrain CPLG will utilise the expertise of Sauber Technologies, which includes 3D printing, aerodynamics and Formula One technology, and leverage the precision, efficiency, innovation and performance attributes of these properties to extend them into everyday categories.

Yan Lefort, Commercial Director, Sauber Group: “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. 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.”

Christian Dautenheimer, Head of Brand Management, Sauber Group: “The Sauber brand is a hugely valuable one and our deal with WildBrain CPLG will help us grow its profile. It’s a brand that embodies Swiss excellence, that 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, 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.”

Victoria Whellans, Group Brands Director at WildBrain CPLG Lifestyle: “As we continue strengthening our lifestyle roster, it’s fantastic to welcome a brand of Sauber’s calibre to our line-up. 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.”