Global Trademark Licensing has been appointed by the Estate of James Hunt to represent the late Formula One driver’s name and likeness across a wide range of merchandise and partnership marketing opportunities worldwide.
Marking the 50th anniversary of James Hunt’s F1 debut, the new deal will see GTL work with licensees across a range of categories including apparel, accessories, toys, collectables and gaming.
James became one of the most iconic drivers in Formula One history, winning the World Championship in 1976 in McLaren. He was known for his flamboyant style both on and off the track, with his battle for championship with Nikki Lauda inspiring the award winning film, Rush.
“My brother Freddie and I were only young when dad died and we now feel the time is right to grow our existing merchandising and retail activity,” commented Tom Hunt, the eldest son of James. “The Monaco Grand Prix in 1973 was my father’s first race in F1 so it’s an appropriate time to announce our new relationship with the team at GTL, who are there to help us preserve his legacy with fans and also introduce his story to a whole new generation.”
GTL’s Thomas Nielsen continued: “With the growth in popularity of Formula 1, particularly among Gen Zs, the timing is ideal for developing a licensing programme around this British icon, bringing his legacy to life via engaging consumer products.”
GTL has a strong pedigree in the automotive category, representing clients including Mercedes, Jaguar Land Rover, Lotus and McLaren Racing among others.
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