Formula 1 Extends Memorabilia and Show Car Licensing with F1 Authentics to 2030

Formula 1 has renewed its licensing agreement with F1 Authentics, operated by UK-based Memento Exclusives, extending the partnership through to 2030.

The deal secures the platform’s position as the official provider of F1 memorabilia and supplier of officially licensed show cars.

Launched in 2019, F1 Authentics has become a key commercial avenue for the sport, offering fans and collectors access to both historical and contemporary assets. The platform sells memorabilia including race-worn items, car bodywork, and signed equipment, alongside complete race cars and repurposed products such as wheel rim coffee tables and brake disc clocks.

Commenting on the partnership, Formula 1’s COO, Emily Prazer, said the partnership had “opened new avenues for fans and collectors,” highlighting its role in expanding engagement opportunities.

Memento Exclusives founder and CEO, Barry Gough, described the extension as “a testament to the partnership built over the last seven seasons.”

The extension underlines Formula 1’s strategy of diversifying its commercial portfolio by engaging directly with collectors and fans seeking physical connections to the sport. While broadcast rights and sponsorship remain F1’s core revenue streams, licensing agreements such as this reflect the growing importance of consumer-facing ventures in motorsport.

For F1, the arrangement ensures continuity of a revenue channel that taps into high-value collectors while also broadening appeal with accessible, lower-cost memorabilia.

In addition to its retail function, F1 Authentics manufactures and supplies officially licensed show cars to teams, partners, and promoters. Built at Memento Exclusives’ headquarters in the UK’s Motorsport Valley, the cars are produced using computer-aided design to replicate on-track counterparts.

These assets are widely used for marketing activations, sponsor showcases, and fan engagement events, positioning them as a strategic tool in the sport’s commercial operations.

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