The Aston Martin Aramco Formula One Team has deepened its partnership with Memento Exclusives through a new multi-year agreement, signalling how Formula One teams are increasingly transforming fan engagement into a high-value commercial enterprise.
While the renewed deal maintains an existing relationship, it goes further by expanding the range of officially licensed products and experiences available to fans. Memento will continue to play a central role in delivering exclusive merchandise and immersive offerings through the F1 Authentics retail and auction platform.
But beyond the business-as-usual aspect, the agreement reflects a broader shift within Formula One. Teams are no longer relying solely on traditional merchandise like apparel and souvenirs. Instead, they are investing in premium, experience-driven products that bring fans closer to the sport in a more tangible way.
A key highlight of the expanded 2026 lineup is a new Official Team Motion Simulator. Designed using real CAD data from Aston Martin’s race cars, the simulator is built to replicate the feel of a championship-level driving experience. It is produced at Memento’s facility near the team’s technology campus, reinforcing the link between real-world engineering and fan-facing products.
The lineup will also include an “X range” aimed at giving buyers a more hands-on driving feel, alongside a static, wheelchair-accessible version a notable move toward making high-end motorsport experiences more inclusive without compromising performance appeal.
Each simulator will be made to order and finished in Aston Martin’s signature British racing green. Memento will also continue producing the limited-edition AMR26 Replica Car, typically used for high-profile events, brand activations, and VIP hospitality experiences.
Looking ahead, another addition is expected in 2026: a Pit-Stop System designed to simulate the intensity of a race-day tyre change. Built around the front half of a show car, it allows fans to take part in a crew-style challenge further blurring the line between spectator and participant.
For Memento, the extension strengthens its position alongside one of Formula One’s most recognisable brands at a time when the sport’s global audience continues to grow. For Aston Martin, it is part of a deliberate strategy to expand revenue streams beyond racing.
The timing is significant. With new technical regulations on the horizon and a works partnership with Honda set to begin in 2026, Aston Martin is not only focusing on performance on the track but also building a stronger commercial presence off it.
Ultimately, the message is clear: in modern Formula One, fan loyalty is no longer just celebrated it is carefully designed, packaged, and turned into a premium experience.
