Bang & Olufsen Secures Endorsement Deal With F1 Racer Charles Leclerc

Bang & Olufsen has deepened its ties in Formula 1, securing a deal with Formula 1 ace Charles Leclerc as its latest global brand ambassador.  

The 26-year-old Monegasque racer is a great fit for the Danish luxury audio-visual brand as he is also passionate about music; particularly piano playing and composing his own music. This move comes shortly after Bang & Olufsen renewed its partnership with Scuderia Ferrari HP. 

Following the announcement, a Bang & Olufsen statement mentioned, “We are delighted to announce Leclerc as our new global brand ambassador, marking the start of an exciting collaboration. The Monacan-born racer is best known as one of the best racers of this entire generation.”

“Outside of his formidable racing career, Leclerc has built a reputation as a talented musician. With a passion for playing the piano as well as composing and recording his own music, he expressed that sound and music have played an important role in his life.” 

Charles Leclerc added,“My professional life is all about precision and performance, and sound plays an important part in that. I have been a fan of Bang & Olufsen for many years, and I use their products every day. The brand has a clarity and warmth in their sound that helps me disconnect from the racing world and brings me to a place where I feel connected to the artist. That is why the partnership is such a natural fit.” 

According to ASN data, Bang & Olufsen (4.9%, US$3.6m+) is the 3^rd largest investor for its category in the Asian sponsorship market since Q421, with a quarterly average investment of US$302k during this period. 

Apart from its blockbuster deal with Scuderia Ferrari HP, the Danish audio-visual brand also has a major Pan-Asian deal with the Williams F1 team. It also has had a history of celebrity endorsements in the Asia, including one with Lay Zhang Yixing from K-pop boyband EXO.