The new game, titled Monopoly Formula 1 Edition, will be available for global pre-order beginning 20 May, ahead of its full retail release on 15 July. The board game adapts the traditional Monopoly format by incorporating elements of the Formula 1 season calendar and race-day competition.

In the special edition, players move around a board representing locations from the Formula 1 calendar while competing for championship points and race wins. Instead of collecting money when passing the traditional “GO” space, players select a Formula 1 team and move helmet-shaped tokens around a central track as they compete to win the Monopoly GRAND PRIX.

Hasbro, which has created games and play experiences for more than 165 years and reached more than one billion players worldwide, worked with Formula 1 to design the new edition. The collaboration reflects Formula 1’s broader strategy of expanding fan engagement through partnerships and licensed products beyond the sport’s live racing events.

Emily Prazer, Chief Commercial Officer of Formula 1, said, “Monopoly is one of the most iconic and best-loved board games in the world, so we’re thrilled to bring a Formula 1 twist to such a classic. This edition captures the excitement and competitiveness of the sport in a fun, accessible way, and we’re confident fans of all ages will love going head-to-head with their friends and family when they take to the grid and compete in the Monopoly GRAND PRIX.”

Billy Lagor, President, Toy & Games at Hasbro, commented, “Formula 1 is one of the most iconic sports properties in the world, and we’re excited to bring the adrenaline of race day – roaring engines, pit lane drama, and split-second strategy – into a game night experience. We’ve reimagined the classic Monopoly experience through the lens of F1: the circuits, the rivalries, the relentless pursuit of the podium to create something that feels authentic to both worlds – a game that F1 fans and Monopoly fans alike can sit down to and immediately feel at home. The collaboration between our teams produced something genuinely special, and I think fans on both sides are going to feel that the moment they open the box.”

Hasbro is no stranger to these branded collaborations for its Monopoly board game brand. In 2025, the brand was tapped by Tiger Beer for its SG60 campaign, using the game as a playful tribute to the nation’s must-win spirit, turning everyday beer moments into opportunities to chase one’s version of the Singapore dream. Monopoly was also tapped by AIA Singapore for its SG60 campaign as well, this time showing challenges and opportunities in health, wellness, financial planning, and social responsibility.

Meanwhile, Heinemann Asia-Pacific had also partnered with Hasbro to launch a Monopoly-themed campaign across its duty-free stores in Sydney, Kuala Lumpur and Hong Kong airports. Said activation offered travellers shopping vouchers, free gifts and raffle tickets, with every participant guaranteed a prize without purchase. It also marked the 90th anniversary of the board game and is an exclusive partnership for the travel retailer in Asia.

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The partnership marks the brand’s first entry into Formula 1 sponsorships, with the brand’s logo debuting on Bearman’s race suit during the recent Miami Grand Prix. The collaboration will extend into a global campaign and an F1-inspired pet accessories collection set to launch later this year.

Founded in 2017, VETRESKA has built its reputation around design-led, lifestyle-oriented pet products targeting younger urban consumers, positioning itself closer to fashion and lifestyle branding than traditional pet retail.

The move comes as Formula 1’s cultural and commercial footprint continues to expand globally, particularly in Asia-Pacific markets where the sport has increasingly become a platform for luxury branding, digital engagement, and cross-industry collaborations.

Donald Kng, Co-Founder and CEO of VETRESKA, expressed their excitement partnering with Bearman, “Formula 1 and pet lifestyle are both capturing the imagination of a new generation, and Ollie lives right at that intersection. The way he moves through a fast-paced, high-pressure world while staying deeply connected to his dogs reflects exactly what VETRESKA stands for—reimagining everyday moments with style, passion, and companionship.”

Away from the circuit, Bearman shares his life with two dogs—Freddie, an English Bull Terrier, and Ruby, a Boston Terrier—which will feature in the brand’s upcoming global campaign, “Fast Life. Reimagined.” launching in June.

The campaign will focus on the contrast between high-performance environments and slower personal rituals, positioning pets as a grounding force in modern lifestyles. 

A Formula 1-inspired product line will follow, blending motorsport cues with VETRESKA’s design-driven aesthetic.

“My world is heavily focused on racing, so I really appreciate having things away from the sport that help me switch off, especially time with my family and my dogs,” said Bearman. “As a dog lover, partnering with VETRESKA felt like a natural step, and it is great to be working with a brand that adds to those moments.”

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The tool, developed using Salesforce’s Agentforce platform, will initially be available on F1.com and aims to help fans better understand the sport’s upcoming 2026 technical regulations. The companion agent will provide round-the-clock responses to questions by drawing on verified Formula 1 sources and analysing trending fan queries to surface key insights.

The development forms part of a multi-year extension of the partnership between the two organisations and represents the next stage of Formula 1’s implementation of Agentforce 360, Salesforce’s platform that integrates AI agents, customer data and human teams into a unified system.

The companion agent is expected to help the sport engage a younger demographic. According to the organisations, around 43% of Formula 1’s global fan base is under the age of 35. The initiative is intended to support the sport’s broader efforts to expand digital engagement while providing fans with new ways to interact with the championship beyond race weekends.

AI platform supporting fan services

The fan companion agent builds on existing Salesforce technologies already used by Formula 1 to manage fan interactions and internal operations.

Agentforce 360 currently supports customer service operations by addressing routine fan issues such as login or streaming concerns. The organisations say around 80% of queries are resolved within four hours, while chat handling times have been reduced by approximately 30%.

Salesforce’s Data 360 platform consolidates information from more than 100 data sources to create unified fan profiles. This allows the system to analyse fan activity in real time and recommend responses or next actions to customer service teams.

Other tools integrated within Formula 1’s digital ecosystem include Agentforce Service, which helps support agents generate faster responses, reducing average response times by 80%. Meanwhile, Agentforce Marketing provides AI-driven content recommendations that have increased click-through rates by 22%, according to the organisations.

Formula 1’s commercial partnerships team also uses Agentforce Sales to track deals and identify potential sponsorship opportunities using audience data. Internally, the organisation uses the collaboration platform Slack to streamline communications among employees and coordinate real-time messaging during live broadcasts.

Partnership expansion across race calendar

As part of the extended partnership, Salesforce will also expand its presence across Formula 1 events worldwide. This includes continued involvement as an official partner of the Formula 1 Las Vegas Grand Prix, as well as expanded support for F1 Academy, the series aimed at developing female racing talent.

The collaboration will also include hospitality and trackside experiences for customers and partners at Grand Prix events throughout the season.

Emily Prazer, chief commercial officer of Formula 1, said the new AI agent reflects the organisation’s focus on improving fan engagement globally.

“Our fans are the heart of everything we do, and as Formula 1 continues to grow globally, we are constantly looking for innovative ways to bring them closer to the sport 365 days a year. In Salesforce, we have found a perfect partner who shares our dedication in using world-class technology to connect fans and improve the way they consume the sport,” said Prazer. “The new fan agent will be a vital tool as we embark on the next chapter of Formula 1 with the introduction of the new regulations and marks another step forward in creating the best fan experience both on and off track.”

Patrick Stokes, chief marketing officer at Salesforce, said the initiative builds on earlier digital transformation efforts within the organisation.

“Formula 1 runs on precision and with Agentforce, we’ve already seen how unifying data, agents, and human teams has transformed the way F1 engages its fans,” he said. “This expansion builds on that success, extending intelligent fan experiences across its global audience of 827 million. F1 is demonstrating what it means to run as an Agentic Enterprise and turn AI into real impact.”

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The event drew a regional mix of digital creators, including Singapore-based personalities Joshua Hee, Zhai Si Ming, and Jazliyana. 

The trio joined fellow creators for a day of fan activities, capped by an appearance from Oscar Piastri, McLaren Racing’s Australian driver.

The programme began with a closed-door engagement session with Piastri before moving into an evening celebration marking the official launch of the PUMA x McLaren Racing partnership. 

Regional guests also took part in simulator challenges and fan-focused activities designed to mirror the competitive pulse of race week.

The move reflects a wider shift among sports brands to extend fan engagement beyond stadiums and circuits.

“Melbourne is where the season’s energy truly comes to life, and with Ignition Beach we wanted to create a space that brings fans right into the heart of it,” said Thomas Josnik, vice president of motorsport at PUMA. 

He added that the beach activation aimed to create a place where fans could connect with the team, explore the latest PUMA x McLaren merchandise, and experience the buzz of race week up close.

For McLaren, the activation builds on a broader strategy to bring the team closer to supporters outside the paddock. 

“We are committed to bringing fans closer to the team and offer immersive experiences away from track,” said Louise McEwen, chief marketing officer at McLaren Racing, noting similar fan events previously staged in London and Austin.

The collaboration also doubles as a retail push as the latest PUMA x McLaren Racing collection is now available online and at selected PUMA outlets in Singapore, including stores at 313@Somerset, VivoCity, Bugis+, and OG People’s Park.

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The activation marked the first time Heineken brought its global sponsorship platform ‘Cheers To All Fans’ to Australia, celebrating fan communities while raising awareness and trial for the premium low-carb lager Heineken Silver.

At the centre of the experience was a seven-metre-high bar installation made from four stacked containers, which included a live DJ booth and served as the focal point of the Heineken area during the race weekend. On Saturday, bartenders from across Australia competed in the Star Quality National Final, showcasing their skills in executing Heineken’s five-step Star Serve ritual: rinse, pour, skim, check, and serve. Participants were judged based on precision, presentation, and overall performance.

Social media influencer Schooner Scorer also attended the event to crown the best Heineken pour while creating live content for his audience of more than 500,000 followers.

According to the organisers, the activation was designed to encourage interaction and shared experiences among fans, aligning with Heineken’s ‘Cheers To All Fans’ platform, which unifies the brand’s global sponsorships across football, Formula 1, and music festivals.

The creative concept was informed by research commissioned by Heineken, which found that 75% of fans say their passion for sports or entertainment has helped them meet new people.

Dino Bozzone, country manager at Heineken Australia, said, “Formula 1 brings motor racing aficionados together like no other sport, and with ‘Cheers To All Fans’ we’re turning that energy into real connections. Albert Park was the perfect place to celebrate shared passions, enjoy a Heineken Silver, and create moments that fans will remember long after the checkered flag.”

Jen Peace, managing director at Momentum, added, “We’ve been activating with Heineken at Formula 1 for more than a decade, and our focus is always on elevating the experience for visitors. This year we wanted to create something impossible to ignore, a bold social landmark that embodies the power of fandom to bring people together while driving meaningful engagement and trial for Heineken.”

The latest activation continues the long-running collaboration between Heineken and Momentum, which spans 26 years. The Australian Grand Prix installation was designed as a modular system that can be adapted for festivals and major events across Australia throughout the year.

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The multi-year agreement brings together the racing team and the UAE national airline in a partnership centred on global travel, fan engagement, and shared ambitions in innovation and performance. 

Etihad will support McLaren’s international race schedule through its network of more than 100 destinations.

Etihad branding will appear on Formula 1 race cars, including the rear wing and halo, as well as on driver helmets, and on the team’s Hypercar entries. 

The agreement also includes digital and experiential rights designed to support fan engagement initiatives.

Later this year, Etihad will introduce a Boeing 787 Dreamliner aircraft featuring a special McLaren Racing livery. 

Zak Brown, CEO, McLaren Racing, said, “We’re excited to welcome Etihad as an Official Partner. As we travel to more races around the world, working with a global airline that shares our passion for excellence is a natural fit.”

Brown underscored, “Etihad’s commitment to delivering high-quality experiences aligns strongly with our values, and we look forward to working closely together across both Formula 1 and WEC.”

Antonoaldo Neves, group CEO, Etihad Airways, said, “Today, we are thrilled to team up with McLaren Racing to begin an extraordinary partnership. Formula 1 racing brings together fans from around the world in one of the most exhilarating sports, and we’re excited to see the Etihad brand across the 2026 McLaren car as it competes worldwide.”

The airline has been involved in Formula 1 for more than a decade, including its title sponsorship of the Abu Dhabi Grand Prix.

“In celebration of the partnership, we will also unveil a stunning new aircraft livery designed with McLaren branding, which will fly across the fast-growing Etihad network, engaging with fans around the world,” Neves concluded.

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The collaboration was first announced in 2025, following Formula 1’s partnerships with brands including LVMH, LEGO and KitKat.

The campaign rollout coincides with the Australian Grand Prix, scheduled for early March. As part of the initiative, original content will be released on WEBTOON, featuring Disney characters Mickey Mouse, Minnie Mouse, Donald Duck and Goofy as they support a racing team navigating a crisis. New episodes will be published every race weekend throughout the season.

“Fuel the Magic” also includes a product collaboration with South Korean eyewear brand Gentle Monster. Three exclusive designs inspired by Disney’s Mickey & Friends and Formula 1 are set to be released. Pop-up activations are planned in Seoul and Shanghai, including the installation of a Mickey Mouse statue at selected sites.

“Formula 1 and Disney sparked a cultural moment felt worldwide—and it was only the beginning. This year is about turning that moment into a season‐long story,” said Tasia Filippatos, president of Disney Consumer Products.

Additional elements of the campaign include entertainment-led activations, an online core merchandise collection, and a retail pop-up scheduled to coincide with the Chinese Grand Prix.

“From unique product launches to fan experiences, digital content and WEBTOON integration, we’re offering even more unique ways that new and existing audiences can engage with our sport and experience race events like no other,” added Emily Prazer, chief commercial officer at Formula 1.

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The 60-second trailer opens with Idris posing a provocative question: “You think you know Formula 1?” before adding, “Think again.” He is joined in the narrative by reigning Drivers’ World Champion Lando Norris, who states, “Everything is changing”, before Idris and the rest of the driver lineup continue the storytelling sequence. 

The roster includes Oscar Piastri, Nico Hulkenberg, Gabriel Bortoleto, Sergio Perez, Valtteri Bottas, Fernando Alonso, Lance Stroll, George Russell, Kimi Antonelli, Oliver Bearman, Esteban Ocon, Pierre Gasly, Franco Colapinto, Liam Lawson, Arvid Lindblad, Alex Albon, Carlos Sainz, Lewis Hamilton, Charles Leclerc, Max Verstappen, and Isack Hadjar.

The campaign has been produced in multiple formats, including one 60-second, one 30-second, and four 15-second versions, allowing the message to be distributed across various digital and broadcast channels.

Emily Prazer, chief commercial officer of Formula 1, said the 2026 season represents a major shift for the sport. “The 2026 season welcomes Formula 1’s next generation of racing, with new cars, new engines, and a whole new style of driving. It’s the biggest shake up our sport has ever seen with the playing field levelled as each team battles to produce the best car and performance. The campaign invites fans both old and new to get involved at a time where every lap is unpredictable, and it’s all to drive for.”

Beyond digital platforms, the campaign will also extend into out-of-home advertising across global cities including London, New York, Los Angeles, and Melbourne. The posters feature the tagline: “New Cars, New Power, New Teams, New Passion, All To Drive For.”

It is worth noting that the 2026 Formula 1 season introduces the most significant technical overhaul in years, with major changes to both the cars and their power units aimed at improving racing, sustainability, and competition.

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Under the agreement, Standard Chartered’s branding will appear on trackside signage at Formula 1 events, while the bank’s clients will gain access to a range of exclusive experiences linked to the championship.

The partnership brings together two organisations with global reach. Formula 1 currently operates across 21 race markets worldwide, while Standard Chartered has a presence in 19 of those markets through its cross-border banking network. Formula 1 has also been expanding its audience base, with 43% of fans aged under 35 and 42% identifying as female.

As part of the collaboration, Standard Chartered and Formula 1 will also work together on shared initiatives, including efforts focused on inclusion. This includes support for F1 Academy, a series designed to develop and promote female participation in motorsport.

Roberto Hoornweg, CEO, corporate & investment banking, Standard Chartered, said, “We’re proud to become an Official Partner to F1, which shares our relentless commitment to high performance, innovation, a world-class client experience, and distinctive global connectivity. F1’s footprint reflects our own cross-border network, with our presence in 19 out of 21 F1 race markets and many other countries where clients enjoy watching one of the most exciting, fastest-growing sports in the world.”

Meanwhile, Judy Hsu, CEO, wealth & retail banking at Standard Chartered, said the partnership would enable closer engagement with clients across markets. “As a leading international wealth manager, we will draw on our international network and expertise to bring clients closer to the excitement of F1,” she said.

She added, “Our clients value premium service, innovation and seamless global connectivity, and this partnership will unlock exclusive experiences for them. Our support for F1 Academy reinforces our commitment to championing female talent and developing the next generation of motorsport talent across our unique footprint.”

Lastly, Formula 1 President and CEO Stefano Domenicali welcomed the new partnership, highlighting the shared global outlook of both organisations. “I am thrilled to welcome Standard Chartered, an incredible financial powerhouse, as a new partner to Formula 1. We are both truly global in nature, sharing fantastic locations around the world with the desire to drive performance and create experiences that excite people and bring them together. With Standard Chartered’s support for F1 Academy, I can’t wait to have them join us in the paddock and see what we can achieve together.”

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As part of the partnership, the chocolate brand has introduced the KitKat F1 Chocolate Car, which it describes as a world-first product. The chocolate is moulded in the shape of a Formula 1 car and is made from milk chocolate combined with crispy cereal and wafer pieces. The 29g product is set to be available from January 2026 at major retailers across Australia.

The launch coincides with KitKat’s status as the official chocolate bar of Formula 1 and forms part of a broader marketing push connected to the sport. In addition to the new product, the partnership includes trackside and off-track activations, such as exclusive merchandise, in-store promotions, limited-edition products and consumer competitions. The brand will also feature in advertising placements within Netflix’s Formula 1: Drive to Survive series.

Andrew Lawrey, general manager of confectionery & snacks at Nestlé, said the partnership reflects a broader investment in the company’s flagship brands.

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“Our partnership with Formula 1 demonstrates how we are investing at scale behind our most iconic brands and creating unique experiences for Aussie and Kiwi KitKat fans. This KitKat Formula 1 chocolate car brings the ‘Have a Break, Have a KitKat’ message to F1 fans worldwide.”

In Australia and New Zealand, KitKat is also running a promotional campaign linked to the Formula 1 partnership. From 10 January to 10 March, shoppers who purchase any two eligible KitKat chocolate products in a single transaction can enter a competition for a chance to win a Formula 1-related prize. According to the promotion details, the major prize is a trip for two to attend the Formula 1 Pirelli Gran Premio D’Italia 2026 in Monza, Italy. A total of 1,000 KitKat Formula 1 merchandise prizes are also available.

To enter, consumers are required to retain their purchase receipt and submit their entry through the campaign website. Eligible products include KitKat bars, blocks, share bags, the racing car product and items from the Easter range.

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