Formula 1 Goes Phygital with MightyJaxx

The best of physical collectibles meets digital games

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Happy Sunday friends,

You may be hearing a lot more about NFT projects lately, and for good reason — people are making money, it’s exciting and it’s new.

But for many, the digital-only world seems like a world that’s just too difficult to understand. And rightfully so.

Enter the phygital collectible.

Formula 1 isn’t new to this space. In 2019 they launched an NFT project called F1 Delta Time.

F1 Delta Time is an Ethereum blockchain-based game developed by Animoca Brands in partnership with motor racing championship Formula 1. The game utilizes both Non-Fungible (NFT) and fungible tokens for its collectible items that can be used in its Racing Game. 

The Hong Kong-based Animoca Brands isn’t new to the gaming industry; it has created numerous popular games, and is the exclusive distributor of CryptoKitties in China. 

Phygital Collectibles

So where does that leave phygitals?

Mighty Jaxx, creators of the Broussard Dortmund collection, has jumped in on motor sports in an exclusive partnership with Formula 1, which will bring fans limited-edition premium tech-enabled collectibles.

These collectibles have been designed by YARMS and include Mercedes’ reigning champion Lewis Hamilton, soon-to-be teammate George Russell, Red Bull’s Max Verstappen, Ferrari’s Charles Leclerc and Carlos Sainz as well as the fan favorites: Daniel Richards and Lando Norris. All 20 drivers of the 2021 season are available.

Aside from the 8” figures, you can also choose from a premium metal version and even life-sized iterations for the seasons’ final top 3.

Merging the digital and collectible world is where the fun is at.

You’ll be able to scan your physical figures through a proprietary app and take part in real-time race predictions and games against other users. The top three players on the leaderboard at the end of the season will win real signed F1 memorabilia.

Jackson Aw, Founder and CEO of Mighty Jaxx talked about the significance of this collection saying, ”Our collective vision is to create a fun, phygital collecting experience that appeals to all fans regardless of whether they are diehard or casual Formula 1 fans and we can’t wait to introduce this to the world.”

This is a first-ever partnership for Formula 1 where they are working with an exclusive partner for a truly global fan experience.

Enjoy the rest of your Sunday, I’ll talk to you on the internet.


The Qualifier is discovering the world of sports through the lens of emerging media and the business opportunities that come along with it. If you’d like to read and listen to our work directly from your inbox, subscribe now.