Historic Formula 1 at Brand Licensing Europe 2025

October 9, 2025

Heritage takes its place on the licensing stage

Brand Licensing Europe 2025 provided a clear signal that motorsport heritage is gaining serious attention within the global licensing industry.

While the event remains dominated by entertainment and character brands, historic Formula 1 properties brought a different type of proposition to the ExCeL floor. These are brands built on engineering milestones, championship victories, and cultural moments that still resonate decades later.

For licensing partners, that depth matters.

In a market where many properties are driven by short product cycles, historic motorsport offers something rarer. Authentic archives, distinctive visual identities, and stories that have already proven their longevity.

That context formed the backdrop to Apex Licensing’s presence at BLE, where the agency showcased several of Formula 1’s most iconic names.

As highlighted in the Licensing Sports Book ahead of the event, Apex used the show to spotlight major milestones across its portfolio. These included the 75th anniversary of British Racing Motors, Britain’s first Formula 1 team, and the 60th anniversary of Classic Team Lotus’ remarkable 1965 season, when Jim Clark secured both the Formula 1 Drivers’ and Constructors’ Championships alongside victories in the Indy 500, the Tasman Series, and the European Formula 2 Championship.

The publication also pointed to the continuing appeal of Tyrrell, remembered for Jackie Stewart’s championship success and the distinctive six wheeled P34.

For Matthew Groom, Senior Licensing Manager at Apex Licensing, the opportunity lies in translating these historic narratives into thoughtful products and partnerships.

“Motorsport heritage can inspire creative, commercially successful products,” he explained in the publication.

“BLE is an ideal stage to showcase the strength and uniqueness of motorsport heritage. We will be bringing real Formula 1 cars to the show, representing decades of paddock history and highlighting the unparalleled access we can provide to archives, stories and iconic designs.”

The presence of the cars served as a reminder that historic Formula 1 brands carry something many licensing properties lack. Proven cultural significance.

For potential partners walking the show floor, the interest often centred around categories where story and design carry weight. Apparel, watches, collectibles, publishing, and premium lifestyle goods. Areas where heritage can be expressed through detail rather than volume.

This reflects a broader shift taking place within licensing. Many heritage brands are moving away from wide merchandise programmes towards more selective partnerships that protect brand value while creating meaningful products.

Historic motorsport is particularly suited to this approach. The archive is rich, the design language is distinctive, and the fanbase is both global and knowledgeable.

Brand Licensing Europe 2025 reinforced an important point.

When heritage motorsport is presented with the right context and the right partners, it sits comfortably alongside the largest properties in licensing.

Because some brands are not built in marketing departments.

They are built on the track.