James Hunt - Celebrating an Icon

Keeping the Legend Alive: James Hunt’s 50th Anniversary

James Hunt is one of motorsport’s most charismatic and enduring figures, remembered for his fearless driving style, larger-than-life personality, and legendary rivalry with Niki Lauda. As the 50th anniversary of his Formula One World Championship approaches in 2026, GTL has worked closely with the James Hunt Estate to introduce his legacy to new generations of racing fans through dynamic licensing and storytelling.

The Approach

GTL developed a strategy to celebrate James Hunt both in the digital space and through premium collectibles, ensuring his story resonates with diverse audiences.

Interactive Gaming: In October 2024, Hunt was featured as a legend in the hit mobile game F1 Clash. A special Hunt vs. Lauda event brought his most famous rivalry back to life, allowing fans to race on iconic circuits and unlock exclusive rewards. Supported by targeted campaigns on Instagram, Facebook, and TikTok, the event captured global attention and boosted engagement.
Premium Collectibles: In April 2025, Topps launched the Lights Out – 75th Anniversary Edition trading cards at their flagship Regent Street store, showcasing Hunt among Formula One’s most celebrated legends. Upcoming editions, including a limited release featuring Hunt’s authentic signature, will further strengthen his presence among collectors.

The Outcome

These initiatives have revitalised James Hunt’s legacy, blending nostalgia with modern platforms to reach both long-time fans and new audiences.

From immersive gaming experiences to premium memorabilia, the programme has delivered meaningful engagement and broadened the global appreciation of Hunt’s place in motorsport history.

The Legacy

By leveraging licensing across digital, retail, and collector markets, GTL has ensured that James Hunt’s story remains as compelling today as it was in the 1970s.

As the 50th anniversary celebrations approach, this programme demonstrates the power of licensing to preserve cultural icons, inspire new fans, and honour racing heritage for generations to come.

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