- Aston Martin deepens Memento partnership as Formula One teams push fan monetisation beyond the track
The Aston Martin Aramco Formula One Team has extended its relationship with Memento Exclusives in a new multi-year agreement, broadening a commercial partnership that underscores how Formula One teams are increasingly turning fan engagement into a higher-value licensing and retail business.
The renewed deal keeps Memento, a specialist in motorsport memorabilia, simulators, and show cars, at the centre of Aston Martin’s officially licensed experiential product offering, spanning elite event activations and merchandise sold through the F1 Authentic retail and auction platform.
At one level, the announcement is about continuity. But it also points to a wider commercial trend in Formula One: the effort to monetise fandom not just through apparel and collectibles but through premium, immersive products that bring supporters closer to the team and the machinery of the sport.
Among the headline products in the expanded 2026 lineup is the Official Team Motion Simulator, designed and built at Memento Exclusives’ facility near Aston Martin’s technology campus. The simulator, the companies said, uses the team’s CAD drawings to recreate the design and construction of the actual car, offering what they describe as a fully immersive championship-style experience.
The 2026 range is also being broadened to include the X range, aimed more directly at putting buyers “in the driver’s seat”, as well as a static wheelchair-accessible version a notable attempt to widen access to high-end motorsport experiences while preserving the performance-led appeal of the product.
The simulators are made to order and finished in Aston Martin’s signature British racing green, while Memento will also continue supplying the official 2026 AMR26 Replica Car, a limited-edition product intended for use in stage reveals, partner activations, and VIP hospitality settings.
A further addition to the licensed lineup is expected in 2026 in the form of a Pit-Stop System, built around the front half of a show car and designed to let fans compete in a race-crew-style challenge.
For Memento, the extension strengthens a relationship with one of Formula One’s most commercially visible brands at a time when the sport’s global audience and premium licensing appeal continue to expand. Barry Gough, founder and chief executive of Memento Exclusives, said: “The Aston Martin Aramco Formula One Team continues to be one of our most valued licensees.” He added that the company was “excited to have extended our relationship” and to continue offering “new ways to engage with the iconic team”.
Gough said the broadened portfolio “from our expanded Simulator Range to limited-edition Replica Show Cars and the brand-new Pit Stop Systems launching in 2026” means “there is more opportunity than ever for Aston Martin Aramco fans to Own The Moment.”
Aston Martin framed the agreement as part of its broader effort to deepen fan-facing commercial offerings. Matt Chapman, the team’s head of licensing and merchandise, said: “We are pleased to extend our longstanding relationship with Memento Exclusives through this new multi-year agreement.” He added that, “building on our existing product ranges, we are excited to further expand our offering with the introduction of new products later this year, continuing our commitment to delivering high-quality, innovative experiences for fans.”
The timing is also notable. With 2026 marking the start of a new era for Aston Martin as a full works operation powered by Honda and entering a fresh set of technical regulations the team is seeking to match sporting ambition with stronger off-track brand monetisation. In that respect, the Memento extension is more than a merchandise update; it is part of a broader strategy to convert Formula One’s prestige, engineering mystique, and celebrity driver appeal into durable commercial value.
As teams chase more diversified revenue streams, products such as bespoke simulators, replica cars and premium activation systems are becoming increasingly central to the business of Formula One. For Aston Martin, the message is clear: fan loyalty is no longer just something to be celebrated it is also something to be engineered, packaged and sold.
