London, UK – On January 28, 2026, British Formula One driver Ollie Bearman announced a new partnership with CeX, the global leader in tech renewal. As the 2026 F1 season begins with a focus on hybrid efficiency, this collaboration is built on the philosophy of “Winning through Smart Recycling.” While Bearman maximizes energy recovery on the track, CeX applies that same high-performance mindset to the technology lifecycle.
This partnership brings together two leaders in their respective fields with a shared commitment to achieving the best through smarter resource management. With a market-leading 5-year warranty, CeX is dedicated to applying the efficiency of F1’s hybrid energy cycles to the reuse model of tech renewal.
Both parties are excited to embark on this journey together and have highlighted key aspects of the partnership:
– The Efficiency Link: Connecting F1’s hybrid energy cycles with the reuse model of tech renewal.
– Single-Minded Drive to be the Best: A shared commitment between a world-class athlete and a global retailer to achieve the best through smarter resource management.
– Global Footprint: Aligning the F1 world tour with CeX’s extensive reach of 630+ stores across four continents, from Silverstone to Melbourne and Madrid to Mexico City.
Ollie Bearman, the youngest ever British Formula One driver, is known for his exceptional skills on the track and his passion for gaming and technology. He utilizes sim racing games and hardware as part of his training to sharpen his reflexes and master international race tracks. With a natural fit between the precision of F1 and the games and tech that CeX specializes in, this partnership is a perfect match.
David Mullins, Managing Director of CeX, expressed his excitement for the partnership, stating, “Ollie is a phenomenal talent who embodies the connection between gaming and elite performance. 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.”
The CeX logo will be featured on Bearman’s race suit and base layer, and the partnership will also include unique content and competitions on his social media platforms throughout the 2026 F1 calendar. The collaboration will focus on three core pillars: sim-racing integration, accessible and sustainable tech, and smart reuse.
Bearman is thrilled to be working with CeX, stating, “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 gaming journey.”
Founded in 1992, CeX is a global specialist in second-hand electronics and gaming. With over 600 stores across 10 countries, CeX provides a competitive challenge to buying new, making technology accessible through its unique “buy, sell, and exchange” model. By renewing and recirculating technology, CeX empowers millions of customers to upgrade their gear while driving a more sustainable, circular economy for the future of technology.
To learn more about Ollie Bearman and CeX, please visit their websites at olliebearman.com and webuy.com.