Tag: Formula 1

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.”

Singapore – Formula 1 and LVMH have recently signed a 10-year global partnership. As part of the deal, several of LVMH’s iconic Maisons will be involved in the partnership, including Louis Vuitton, Moët Hennessy and TAG Heuer.

The collaboration will focus on creating unique experiences that blend the excitement of Formula 1 with the elegance and tradition of LVMH’s brands.

LVMH will contribute its expertise through exclusive hospitality, custom events, limited-edition products, and engaging content. The partnership builds on the long-standing connection between LVMH and Formula 1, which dates back to the sport’s early days in 1950.

More information about the partnership will be revealed in early 2025.

Greg Maffei, president and CEO at Liberty Media, said, “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media. We were thrilled to work with one of the LVMH Maisons during the Las Vegas Grand Prix last year, and to now expand our relationship with the Group as they become a Global Partner. The opportunity to scale our commercial arrangements is emblematic of the vision we have for Formula 1 as the business continues to grow its platform. We look forward to working with Bernard and Frédéric Arnault in the years to come.”

Meanwhile, Bernard Arnault, chairman and CEO of LVMH Group, added, “The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success. Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group.”

Stefano Domenicali, President and CEO at Formula 1, continued, “Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025. As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport. This is a landmark partnership for both companies, and I would like to thank Bernard and Frédéric Arnault for their vision and commitment to bring this to life.”

Lastly, Frédéric Arnault, CEO of LVMH Watches, concluded, “In recent years, Formula 1 has truly become one of the most desirable sports in the world. It’s a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance. For many years, several of our Maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 provides all over the world. We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”

Billund, Denmark – Toy production company LEGO Group has joined forces with international racing Formula 1 (F1). The partnership is set to launch in 2025 in time for the next F1 season.

The collaboration ensues after F1 has observed a rise in younger fans, ages 8 to 12 years old. Activations from the partnership cater to fans of all ages and are suitable for families to enjoy. 

With the aim of bringing both fanbases together, LEGO will launch F1-inspired products tailored for children, teenagers, and adults. As part of the product line-up, fans will be able to recreate F1 teams and icons in the form of LEGO bricks. 

Audiences can also enjoy in-person and interactive fan zone activations at the Grands Prix.

“At the LEGO Group, we have a proud history of having recreated many F1 cars in LEGO brick form in the past, and we believe this new partnership, through LEGO play and building, will help bring the spectacle of this sport even closer to all fans. It will enable them to celebrate their passion of the sport in more immersive and exciting ways and will see the power of LEGO creativity and imagination further enhance the thrill of F1. We look forward to unveiling all that this exciting partnership has to offer to both lifelong and new Formula 1 and LEGO brand fans alike, at home and on track,” Julia Goldin, chief product and marketing officer of the LEGO Group, said.

Emily Prazer, chief commercial officer of Formula 1, commented, “The LEGO brick has ignited a spark of creativity and passion for building in millions of children and adults around the globe. Through this partnership, fans will be able to recreate and reimagine the world of Formula 1, brick by brick, delving deeper into the intricacies of the mechanics and technology behind the sport through play. We look forward to bringing the drama and excitement of Formula 1 to the LEGO Group’s passionate network of builders and giving our fans another means to enjoy the sport with their friends and family.”

With the 75th anniversary of FIA Formula 1 World Championship coming up in 2025, the LEGO Group will also be part of the celebration, ensuring its presence in key races.

The LEGO Group recently collaborated with Nike, aiming to promote the power of sports.

Singapore – Global logistics company DP World has recently released a new film set in Singapore, showcasing its partnership with the McLaren F1 team. The film features McLaren F1 members Lando Norris and Oscar Piastri, showcasing the dynamic partnership that supports McLaren’s performance on and off track.

The film, aptly titled “Every Second Counts”, showcases the partnership’s dedication to excellence–through meticulous preparation and pushing the boundaries of elite performance–traits reflected by DP World in its ambition to transform the future of global trade.

The partnership between DP World and McLaren began in 2023, with DP World supporting the McLaren Formula 1 Team to drive enhanced efficiency, reimagining the team’s supply chain to make it faster, smarter and more sustainable. 

Glen Hilton, CEO & managing director for Asia-Pacific at DP World, said, “Every second really does count – as much on the track as it does for our customers. Just as precision timing and flawless execution are crucial on the racetrack, they are equally vital in the world of supply chain operations.”

He added, “By harnessing advanced technology and innovative strategies, we ensure that our partners stay ahead of the competition, like McLaren Racing does in Formula 1. We are excited to witness the upcoming race and looking forward to a stellar performance by the team.”

As the global logistics partner of the McLaren Formula 1 Team, DP World continues to leverage its smart logistics solutions and global network to provide expertise and experience to support McLaren’s global and complex supplier network, in the pursuit of continuing the momentum for on-track performance gains. 

India – Global technology company Lenovo has partnered with dentsu’s B2B marketing agency Merkle B2B and its out-of-home (OOH) specialist agency Posterscope India to launch its latest ‘Lenovo-F1’ campaign for Formula 1 fans in India.

Merging together both agencies’ specialties, the campaign featured 3D anamorphic billboards that were used to play visually stunning displays aimed at capturing the viewers’ attention and leaving a lasting impression.

The ‘Lenovo-F1’ campaign used exclusive and personalised digital screens strategically situated at prominent advertising locations such as Mumbai, Delhi, and Bangalore airports, which are major tech and business hubs.

Lenovo’s goal is to elevate the brand’s perception as a solutions and services provider, targeting IT decision-makers and tech optimists who are also Formula 1 fans. The eye-catching visuals spotlight the brand’s commitment to cutting-edge technology and underline its position as an innovation leader.

Having been chosen as Lenovo’s agency of record, Merkle B2B is overseeing the strategy, planning, and buying with a focus on data convergence, performance evaluation, and paid media.

Commenting on the campaign, Imtiyaz Vilatra, managing director at Posterscope India, said, “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”

Anubhav Tyagi, client partner at Merkle B2B India, also commented, “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands—Lenovo and F1, both of which are at the forefront of technology and innovation!”