Formula 1 has strengthened its global consumer products and licensing strategy after announcing a multi-year publishing partnership with DK Books, a move designed to expand fan engagement through a new portfolio of officially licensed publications and further cement the championship’s position as a global entertainment brand.
Under the agreement, DK Books, the illustrated publishing division of Penguin Random House, has been appointed Formula 1’s official global publishing partner. The collaboration will see DK develop and distribute a range of officially licensed titles for fans of all ages, with the first releases scheduled for November 2026.
The inaugural collection will feature The Official F1 Quiz Book, comprising more than 2,000 Formula 1-themed questions, alongside The Official F1 Activity Book and The Official F1 Colouring Book. Targeted at families, younger readers and new audiences, the books represent the first phase of a broader publishing programme that will expand in the coming years to include titles exploring the sport’s history, teams, drivers and culture.
Emily Prazer, Chief Commercial Officer of Formula 1, said, “As Formula 1’s global fanbase continues to grow and diversify, storytelling plays an increasingly important role in how fans connect with our sport. Our partnership with DK allows us to reach new audiences around the world by delivering highquality, accessible books, while creating a new and creative avenue to deepen engagement with fans of all ages.”
Mark Searle, Managing Director of DK, added, “Everyone at DK is so excited to be working with Formula 1 on this brilliant range of books over the coming years. F1 is one of the biggest sports brands in the world and growing at an astonishingly fast pace – this feels like the perfect time to launch this range, which will excite and delight fans new and old.”
The partnership aligns with Formula 1’s broader commercial strategy of extending fan engagement beyond live race weekends by expanding its portfolio of licensed consumer products. Publishing now joins a rapidly growing ecosystem spanning apparel, toys, gaming, collectibles, entertainment and lifestyle collaborations, creating additional year-round touchpoints with fans across global markets.
The announcement comes as Formula 1 continues to experience significant international growth, with the championship reporting a global fanbase of more than 830 million people. Women now account for 42% of its audience, while 43% of fans are under the age of 35, reflecting the sport’s success in attracting younger and more diverse audiences.
The agreement was brokered by CAA Brand Management, Formula 1’s global licensing agency, and underscores the championship’s continued efforts to unlock new commercial opportunities beyond traditional revenue streams such as media rights, sponsorship and race promotion. By partnering with one of the world’s leading illustrated publishers, Formula 1 is further diversifying its licensing portfolio while capitalising on the growing demand for premium fan-focused content.
