TGR Haas F1 Team driver Oliver Bearman and tech retailer CeX have announced a multi-faceted partnership that will run throughout the 2026 Formula 1 season.
The collaboration aligns Bearman – one of the sport’s most talked-about young talents – with the global specialist in second-hand electronics and gaming gear, a brand born from the same gaming and tech culture that Bearman says has shaped his approach to both training and leisure.
Under the agreement, the CeX logo will appear on Bearman’s race suit and base layer, while the driver will create unique content and engage fans through competitions and activations tied to the F1 calendar.
“I’m really excited to be working with CeX,” Bearman said.
“I’ve been a gamer my whole life, and I use simulators to stay sharp between races. CeX is a brand I’ve known since I was a boy.
“It’s where so many people go to get the gear they need to start their own gaming journey. There’s a natural fit between the precision of F1 and the games and tech that CeX specialises in.”
The partnership leans into the increasingly visible links between modern motorsport and the gaming world, where sim-racing hardware and digital platforms play a role in driver training, fan engagement and broader lifestyle positioning.
Ollie is a phenomenal talent who embodies the connection between gaming and elite performance.
David Mullins
For CeX, the collaboration positions the brand within a global sporting context and taps into Bearman’s audience to underscore its focus on accessible, renewed technology.
“Ollie is a phenomenal talent who embodies the connection between gaming and elite performance,” said David Mullins, Managing Director of CeX.
“He proves that the bridge between the virtual and the physical is real. We are proud to support a driver who shows our customers that with dedication and the right tech, you can aim for the top of any field.”
