The Levy Merchandising retail arm of the global hospitality brand has entered into a multi-year tie-up with Formula E, the all-electric motor racing series.
The deal sees Levy Merchandising become the exclusive worldwide e-commerce supplier of Formula E, as well as a licensed products rights-holder for the series, taking charge of the competition's digital rights retail operations globally.
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The firm will also design and launch a Formula E fanwear range through an in-house product team.
Vinny Clark, chief executive at Levy Merchandising, said: "We believe world-class merchandising must be delivered with world-class responsibility – Formula E leads in using sport as a powerful force for positive change and we are excited to push this message forward together, while providing the premium, customised e-commerce experience that fans deserve.”
Levy currently works with sporting teams and properties such as men's tennis' top-tier ATP (with that agreement announced late last year), the Team GB organization, and Premier League soccer club Wolverhampton Wanderers.
Sanjay Shivaram, Formula E's brand licensing and retail director, added: "Our e-commerce offering experience is an important fan touchpoint with Formula E, which is why we’re pleased to be partnering with Levy Merchandising to elevate our e-commerce offering, giving our fans the bespoke retail experience they expect."
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By GlobalDataThis deal comes with Formula E's 12th season already five rounds old. The next E-Prix is set to take place on March 21 in Madrid, Spain.
In terms of recent commercial activity, last week the series brought in Japanese electronics firm TDK as a new commercial partner.
TDK becomes the title sponsor of the 2026 Tokyo E-Prix, which will take place across the weekend of July 25 and 26.
The event, now to be known as the TDK Tokyo E-Prix, will run as a night race – for the first time – in TDK's home city.
February has also seen Formula E and Cupra, a brand of Spanish carmaker Seat, announce a significant deal.
