Formula 1 has announced a new licensing partnership with Leica to release a special-edition camera inspired by the sport.
As F1 continues to expand its brand beyond the sport, it has ventured into a new region. This isn’t the first time F1 has released an off-track product with LEGO, featuring a range of F1-inspired pieces.
However, the Leica camera looked into a new aspect of F1 licensing. The Leica Q3 43 Formula 1 camera, which is available from 21 October 2026, is inspired by the sport. It features elements like the non-slip Microvelour covering, inspired by an F1 car’s steering wheel.
It has the F1 logo on the lens cap, and the top plate features carbon fibre and red elements throughout. Not colours or materials normally used on Leica cameras, but rather parts that combine the sport with photography.
Leica have taken the partnership to the next level, developing a specific colour profile for the camara, with a focus on higher contrast and richer saturation. This profile is available through the FOTOS app and can be applied live rather than in post-editing.
The camera marks another step on the sports path as it expands into other industries. LEGO came first, but the brand recently signed contracts with Hasbro to create Mattel Hot Wheels, with Topps for trading cards, and with Dorling Kindersley for book publishing.
As the sport continues to grow, the number of related collaborations and partnerships will likely grow with it.
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