Third annual conference presented by the Bensadoun School of Retail Management in partnership with the Aston Martin Aramco Formula One Team

McGill University’s Bensadoun School of Retail Management and Aston Martin Formula One are proud to present the third installment of their collaborative conference. This year’s event delves into the dynamic world of licensing and merchandising in Formula One, offering students an exclusive glimpse into how branding, partnerships, and merchandise strategies shape the team’s success.