Formula 1 Names CAA-GBG To Improve Fan Experience

Formula 1 has appointed brand management company CAA-GBG to help grow its global audience and improve the overall fan experience.

As part of the deal, CAA-GBG will be responsible for ramping up Formula 1’s fan engagement efforts across verticals, with a particular emphasis on digital.

CAA-GBG is a joint venture between Creative Artists Agency and the Global Brands Group..

Frank Arthofer, Formula 1’s Director of Digital and Licensing said: “Our partnership with CAA-GBG will help us further engage with our audience as we grow through strategic consumer product, trademark licensing and experiences.”

Scott Harvey-Nicholls, Exec VP at CAA-GBG, said: “We are looking forward to partnering with this iconic brand to help expand its reach through strategic partnerships to ensure that fans across the world can enjoy new ways to engage with this singular racing experience.”