Tag: Formula 1

Singapore – Formula 1 is scoring yet another partnership, this time with Disney as it will bring Mickey & Friends in the high-speed world of Formula 1 through experiences, content, and merchandise around the globe. Said partnership will begin in 2026.

The new relationship is created by the two brands’ shared affinity for creativity, entertainment, and innovation, to bring fans together around the globe through unforgettable and one-of-a-kind experiences.

It is worth noting that Formula 1 has seen a huge surge in growth with younger fans and data shows that more than four million children aged 8-12 now actively follow the sport across the EU and US, while 54% of followers on TikTok and 40% on Instagram are now under 25 years old.

Emily Prazer, chief commercial officer at Formula 1, said, “Our collaboration with Disney is set to be a brilliant one, as we introduce the world of Mickey & Friends to our fans, and vice versa. It fits perfectly with our strategy to step outside the world of sport, and into a broader consumer market, and in return we’re introducing Disney to our 820 million fans worldwide.”

She added, “It’s a fantastic match as both brands are known for pushing boundaries and bringing entertainment and excitement to millions, so I can’t wait to see what our teams come up with for the circuit and beyond.”

Meanwhile, Tasia Filippatos, Disney Consumer Products President, commented, “As we celebrate nearly a century of Mickey Mouse & Friends, our collaboration with Formula 1 offers a unique opportunity to bring two powerhouse entertainment properties together to create products that fans will love. This exciting collaboration will unfold across a global stage, with unforgettable content and experiences tailored for Disney and F1 fans alike.”

It is worth noting that this is one of many partnerships Formula 1 have formed, which included brands and companies such as PwC, Barilla, LVMH, LEGO, and KitKat.

United Kingdom – PwC has launched a new global identity that reflects its commitment to driving clients to the leading edge of innovation, debuting the refreshed look as the official consulting partner of Formula 1.

PwC has introduced a refreshed brand positioning and identity—the first major update in more than ten years—to better reflect how the firm operates today and its focus on helping clients unlock and protect value. Central to the update is a clarified purpose: helping clients build, sustain, and accelerate momentum.

The new visual identity features an updated logo incorporating a “momentum mark”, a bolder use of the brand’s signature orange, and refreshed imagery. Accompanying the visual changes is a new verbal identity, marked by a tone that is bold, collaborative, and optimistic.

The rebrand will roll out across advertising, sponsorships, and client-facing materials in the coming weeks. It will be introduced through a new global campaign titled “So You Can”, developed in collaboration with FutureBrand and McCann.

Antonia Wade, PwC global chief marketing officer, said, “PwC is constantly evolving how we bring technology and expertise to help our clients create and protect value. Now, we are evolving another important part of who we are: our brand. As technology and other megatrends continue to transform the economy, it is important that our identity provides the right platform for the formation.”

The brand update aligns with new initiatives aimed at helping clients apply artificial intelligence (AI) more effectively at scale. These include developments in agentic AI—systems designed to make decisions and act independently—alongside technology partnerships and the use of industry-specific insights, processes, and data models to support transformation efforts.

Paul Griggs, US senior partner at PwC, said, “We’re entering a bold new chapter—driven by sharp thinking, deep expertise and an unwavering focus on what’s next. In a world that’s changing faster than ever, we are reshaping how we deliver value as we drive our clients to the leading edge.”

Kristin McHugh, PwC US chief marketing & communications officer, added, “This brand evolution reflects the PwC our clients already experience. We’ve modernised the way we show up to match the strength of what we deliver. Our strategy is clear, our capabilities are deep and our people are what make it real—and we continue to put our clients at the centre of everything we do.”

As part of its brand evolution, PwC will debut this week as the official consulting partner of Formula 1, aligning its focus on innovation and agility with the global sport’s rapid growth.

The partnership launches at the FORMULA 1 CRYPTO.COM MIAMI GRAND PRIX 2025, held from May 2 to 4, and underscores PwC’s aim to support high-performance organisations in operating more efficiently and intelligently.

Under a multi-year agreement, PwC will provide strategic consulting across key areas of Formula 1’s global operations, with a focus on boosting operational excellence and building long-term resilience.

“Formula 1 represents the kind of high-performance environment where strategy, speed and innovation converge – and that’s where PwC thrives,” Griggs said.

“As we work alongside F1’s team, we see an incredible opportunity to support them in their drive to the leading edge, bringing additional innovative thinking to complex challenges – helping them shape their future across an ever-changing global landscape,” he added. 

Singapore – Barilla, known for its pastas, has recently joined Formula 1 as its official partner following signing a multi-year deal with the popular motorsport event.

As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and the spirit of togetherness among fans, who will be able to enjoy dishes from the Italian brand’s Pasta Bars around the Paddock and in the prestigious Formula 1 Paddock Club.

Trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide will also bear the Barilla branding.

Moreover, the partnership will connect fans of both brands across the world, united by a passion for sports and the bonding tradition of sharing a meal.

Stefano Domenicali, President & CEO of Formula 1, said, “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.”

He added, “We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”

Meanwhile, Paolo Barilla, vice president of Barilla Group and former F1 driver, also commented, “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common? At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving.”

He added, “Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta.”

Lastly, Ilaria Lodigiani, chief category and marketing officer at Barilla, stated, “We look forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal. This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family. At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine.”

The new partnership is one of many partnerships Formula 1 has embarked on to boost fan engagement, including with LVMH and its vodka brand Belvedere, KitKat, and LEGO. It has also continued to score big brands as title sponsors for its races, including with Louis Vuitton for this year’s Australian Grand Prix, and the extension of Singapore Airlines’ title sponsorship for the Singaporean Grand Prix.

Australia – Strengthening its decade-long global partnership with LVMH, Formula 1 has announced Moët Hennessy’s luxury spirit, Belvedere, as its first-ever official vodka partner.

Kicking off in Australia, Belvedere will host an official after-party for the ‘Formula 1 Louis Vuitton Australian Grand Prix 2025,’ featuring performances from internationally recognised DJs. Throughout the season, Belvedere Vodka will also be available in hospitality areas such as the ‘Paddock Club’ and ‘F1 Garage,’ adding to the event’s premium experience.

Stefano Domenicali, president and CEO of Formula 1, said, “Formula 1 has always been the symbol of prestige, adrenaline, and spectacle, which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner. Together we share the same dedication to quality and the pursuit of exclusive moments.”

“This announcement once again confirms the strong connection with LVMH, consolidated by a decade-long partnership. Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership,” Domenicali added.

This partnership marks Belvedere’s entry into global sports, aligning the vodka brand with Formula 1’s international reach. The collaboration aims to enhance the fan experience with unique events and premium hospitality offerings throughout the season.

Francois-Xavier Desplancke, president and CEO of Belvedere Vodka, shared, “I am immensely proud of the partnership between Belvedere and Formula 1. Our mutual dedication to innovation, expertise, and precision naturally aligns our brands, creating a truly exceptional alliance.” 

“In the high-octane world of Formula 1®, where milliseconds forge legends and engines roar with untamed energy, Belvedere Vodka arrives not just as a partner but as the embodiment of the festivities and the entertainment. Formula 1® isn’t just about speed; it’s about spectacle. And where there’s a race, there will always be a reason to honour the excitement of the sport, from off track to beyond,” he continued. 

In January, Formula 1 announced a ten-year partnership with Louis Vuitton, making the luxury brand the title partner for the season-opening race in Melbourne, now named the ‘Formula 1 Louis Vuitton Australian Grand Prix 2025.’ As part of this agreement, Moët & Chandon returned as the official champagne of Formula 1, with Belvedere later joining as the official vodka partner.

In addition to its partnership with LVMH, Formula 1 has announced several other official collaborations, including a recent agreement with ALT Sports Data as its official betting data supplier and a partnership with global lottery operator Allwyn. Meanwhile, Singapore Airlines has extended its title sponsorship of the Singapore Grand Prix for another four years, securing its role through the 2028 season.

Australia – Louis Vuitton has joined Formula 1 as an official partner, beginning first with their title sponsorship of the Australian Grand Prix–the first race of the year for F1 this 2025 happening on March 14-16–with the event to be officially called Formula 1 Louis Vuitton Australian Grand Prix 2025.

This news follows the recent partnership between LVMH, the brand’s parent company, and Formula 1 as a global partner for 10 years beginning in 2025.

Through this new partnership, Louis Vuitton will be immersed in F1 weekends, including prominent trackside signage – a first for Louis Vuitton at a sporting event. They will also have a key role in celebratory moments such as the opening ceremony and on the podium, where their famous Louis Vuitton Trophy Trunks will be presented to celebrate the top three drivers’ achievements.

The new Trophy Trunks, covered by the emblematic monogram, will be emblazoned with the iconic “V” in a unique local colour scheme for each race against the classic brown background.

It is worth noting that this is not the first time the iconic French luxury brand made an appearance in the Formula 1 tracks, when it developed and presented the first Trophy Trunk, through a partnership with the Automobile Club de Monaco, at the Monaco Grand Prix between 2021-2024. That symbol of triumph has subsequently rolled out across some of the world’s preeminent sports competitions, including football, sailing, and the Olympics.

Moreover, Louis Vuitton’s partnership with Formula 1 is a key element of the global LVMH Partnership, which represents the shared pursuit of excellence at a time when fashion, culture, entertainment, and sports are converging like never before.

Stefano Domenicali, president and CEO at Formula 1, said, “We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories.”

He added, “The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton.”

Meanwhile, Pietro Beccari, chairman and CEO at Louis Vuitton, commented, “I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision. The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”

Singapore – Formula 1 has announced that Singapore Airlines will continue as the Title Sponsor of the Singapore Grand Prix for a further four years through the 2028 season. For this year’s race, the Singapore GP race will take place at the Marina Bay Street Circuit on October 3-5.

Through the sponsorship extension, the race will continue to be officially known as the ‘Formula 1 Singapore Airlines Singpore Grand Prix’ until 2028 inclusive.

It is worth noting that the airline has held the role for 11 years, since 2014, with six different drivers, from four different teams, taking the chequered flag under the lights of the Marina Bay Street Circuit in that time.

Lee Lik Hsin, chief commercial officer at Singapore Airlines, said, “The Singapore Grand Prix is an important event in Singapore’s sporting and tourism calendar. It has become iconic, not just for showcasing our beautiful skyline, but also for highlighting Singapore’s position as a key global hub. This extension underscores Singapore Airlines’ long-standing commitment to supporting the development of sports and tourism in Singapore.”

Meanwhile, Emily Prazer, chief commercial officer at Formula 1, commented, “We are delighted that Singapore Airlines will continue as the Title Sponsor of the Formula 1 Singapore Airlines Singapore Grand Prix. Singapore has become one of the most revered Grands Prix on the calendar, and it is through the hard work and dedication of partners such as Singapore Airlines that we can continue to deliver such a strong event. We look forward to continuing to work with them to further elevate this event for years to come.”

The sponsorship extension comes at a time when Formula 1 is seeing continued popularity amongst fans in Asia-Pacific. In 2023, data from YouGov have highlighted that one in three Singaporeans are fan of the sport. In 2024, Agoda noted an influx of travellers in Southeast Asia travelling to Singapore for the first time to watch that year’s Singapore GP, with Indonesians leading the list.

Moreover, there have been continued global partnerships to not just Formula 1 itself but also to the racing teams competing for the sport, with adidas recently announcing a partnership with the Mercedes Formula 1 team. Other notable brand partnerships in recent months include with LVMH, KitKat, and Lego.

Singapore – adidas has announced a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team, which will see the global apparel brand create a complete range of apparel, footwear and accessories for the entire team F1 team and its fanbase.

Built on a shared commitment to performance and excellence, the partnership leverages adidas’ 75-years of experience working with athletes at the top of their game to support the Mercedes-AMG PETRONAS F1 Team in driving success.

The specially designed team kit will be built for the individual needs of each member’s role and made available to fans as well. The partnership will also include apparel, footwear and accessories created and designed specifically for supporters of the team and its drivers. Several limited-edition drops are also planned throughout the year.

Bjørn Gulden, CEO of adidas said, “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture. We are extremely proud to introduce the Three Stripes into F1 as Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever.”

He added, “Together, we share the passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and to win together.”

Meanwhile, Toto Wolff, co-owner, CEO and team principal of the Mercedes-AMG PETRONAS F1 Team said, “Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team. adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships.”

Lastly, Richard Sanders, chief commercial officer of the Mercedes-AMG PETRONAS F1 Team, commented, “Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honour, but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track.

United States – Formula 1 and popular chocolate brand Nestlé have announced a new multi-year partnership making KitKat the Official Chocolate Bar of Formula 1. The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula 1, and will then expand across the world throughout 2026. 

Formula 1 enthusiasts can look forward to consumer activations, promotional prizes and immersive fan zones at select Grands Prix, with trackside branding, and cheerful, light-hearted content.

Bringing its iconic “Have a Break, Have a KitKat®” message to Formula 1, the partnership champions the importance of taking a moment to pause, and unites two diverse global fanbases in an innovative collaboration. Both brands are dedicated to elevating the fan experience by combining the excitement of world-class racing with the renowned sense of humour of KitKat and tradition of sharing breaks.

Emily Prazer, chief commercial officer at Formula 1, said, “We’re delighted to have such a globally recognised and fun brand as KitKat joining us as a partner. They’re universally loved, and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport.”

Meanwhile, Bernard Meunier, head of strategic business units and marketing and sales at Nestlé, commented, “Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences. With its global reach and packed schedule, F1 offers KitKat the perfect platform to remind everyone to make time for a break. We’re excited to bring our signature sense of fun to this thrilling sport and to create memorable experiences for fans around the world.”

This partnership follows recent moves from Formula 1 teaming up with companies including a 10-year global partnership with LVMH, and one with The LEGO Group set to take off in 2025.

Australia – The Formula 1 Australian Grand Prix has unveiled its new positioning – ‘Expect Nothing Less; – with brand strategy, brand system and campaign work created by independent agency Bullfrog.

Working with the Australian Grand Prix Corporation’s executive team and internal creative team, Bullfrog has executed a dynamic new direction with the ambition to build excitement and get fans revved up for the 2025 racing season. 

The creative represents the ongoing evolution of the sport into a cultural phenomenon beyond the race itself – supercharged by Netflix’s ‘Drive to Survive’.

The new brand commenced rolling out through all marketing, brand behaviours and event design from September this year, with tickets for the 2025 event going on sale tomorrow. 

Lani Evans, division manager, brand at Australian Grand Prix Corporation, said, “The event has undergone a tremendous evolution in recent years, as demand for tickets increases and our audience diversifies. With the current contract seeing Melbourne hosting the event until 2037, it was important we reflected our changing demographics and gave ourselves a platform to build on for the future.”

Meanwhile, Mike Doman, executive strategy director at Bullfrog, commented, “The most iconic events on the Formula 1® calendar have a strong and singular focus. Monaco is exclusivity, Monza is fired up by the Tifosi, Vegas is borne from the city’s indulgence, while Singapore has the night race.”

He added, “For Melbourne, it’s everything we love about this liveable city that drives our race experience. Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible. Playing a role in defining something as iconic as the Formula 1® Australian Grand Prix for the next decade was a dream come true.” 

Singapore – Following the conclusion of the Formula 1 Singapore Airlines Singapore Grand Prix weekend–brands McLaren, Ferrari, and Red Bull emerge as the standout teams in the conversation, according to data from Meltwater. It has also highlighted the influence of K-pop is also evident, showcasing its growing role in attracting new fans and enhancing the event’s global appeal.

McLaren topped the charts in overall F1 team’s popularity with 91,900 mentions, buoyed by Lando Norris’ stellar victory, which closed the gap to championship leader Max Verstappen. Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions respectively, as global conversations swirled around the race’s exciting developments. 

Adding to the buzz was the announcement of Will Courtenay, Red Bull’s head of race strategy, switching to join McLaren as sporting director – an event that sparked significant online speculation.

Beyond the thrilling motorsport action, Formula 1 has firmly established itself as a premier entertainment event, with a strong focus on high-profile musical performances. This year’s Singapore entertainment lineup outshone all other factors like security, merchandise, F&B and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on September 21, a staggering 140 times increase on the social media platform X.

Driving this surge in engagement was BabyMonster’s historic Formula 1 debut, marking the first appearance of a Korean girl group at the event. Their performance generated significantly more buzz than other headliners, including Kylie Minogue and OneRepublic, and the hashtag #BabyMonster appeared in 112,000 mentions. 

The overwhelming fan response highlights BabyMonster’s rising global popularity and solidifies their place as a major force in the entertainment world, making their appearance a standout moment at the Grand Prix.

Lastly, prior to the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. However, during the Formula 1 Singapore Grand Prix weekend, Singapore Airlines soared to the top, commanding a 54.1% share of voice.

This spike in visibility was largely driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Si-won shared his excitement about attending the Grand Prix and tagged Singapore Airlines, generating significant engagement across multiple platforms and contributing to the sponsor’s strong showing. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Mimrah Mahmood, vice president for enterprise (APAC) and partner at Meltwater Asia-Pacific, said, “F1 has been strategically expanding its appeal to a broader audience, notably through their Netflix documentary Formula 1: Drive to Survive, and we see their efforts paying off. F1 has entered mainstream popularity and it’s no longer just for motorsport enthusiasts. The surge in excitement for race weekend marks F1 as a contemporary cultural touchpoint. Teams and sponsors are leveraging this momentum, driving engagement and increasing their digital footprint across new demographic segments.”

He added, “Notably, we are starting to see non-F1 related brands jumping into the conversation and developing campaigns around the race weekend, such as Singapore Sports Hub’s Groovedriver Festival. Brands are creatively tapping into the growing excitement surrounding F1, and we can expect to see more trendjacking around this local moment in years to come.”