The Formula 1 Marketing Strategy That’s Taken the Sport From the Track to the Screen

Formula 1 gets hearts racing across the world. 

Once a sport reserved for the wealthy, older, male-dominated crowd, Formula 1 has had a major image update in the past couple of years. Driven by the raging success of Drive to Survive – a reality TV show that follows the drivers throughout the race season – viewership of Formula 1 has sky-rocketed, and its audience has impressively diversified. 

Now one of the most popular sports in the world, Formula 1 has become a no-brainer for brands looking to reach Gen-Z and Gen-A audiences across the globe. 

Yet, not all Formula 1 campaigns are created equal. Let’s take a look at the Formula 1 marketing strategy we just can’t get enough of. 

FORMULA 1 MARKETING THAT IS TOPPING THE CHARTS 

Lewis Hamilton x Lulu Lemon 

@yarakhazaal

“Live like every second counts. Introducing 7x World Champion and our newest ambassador: Sir Lewis Hamilton” THE NEW LULULEMON AMBASSADORRRRR #lewishamilton #formula1 #lululemon #ferrari #f1 #teamlh

♬ AURA – Ogryzek

Lewis Hamilton and Lululemon may seem like an odd pairing, but trust us, this campaign could be in the running for ad of the year – and not just in the Formula 1 marketing crowd. 

Hamilton has long been a strong advocate for gender equality in Formula 1 and beyond. A man with a strong existing brand built from his polished social media presence, immaculate sense of style, and subdued personality, Hamilton is the perfect match for Lululemon. 

Serving as the perfect blend of fashion and athleticism, it is no wonder Lululemon snatched Hailton up as their newest brand ambassador. The campaign featured a series of social media posts – videos and statics – plastered across both Hamilton and Lululemon’s socials; all of which were a resounding success. 

Audiences loved both the relevance of Hamilton but also the unexpectedness – emphsisng the wide reach of Formula 1’s relevance. 

Carlos Sainz x Allbirds 

@stanley.tucci

The first episode of Cards on the Table, presented by @allbirds, is out now and I can’t thank @CarlosSainz55, @TanFrance, and @MelanieCMusic enough for joining me for dinner. Watch the full episode on @RollingStone’s YouTube channel.

♬ original sound – Stanley Tucci

Carlos Sainz and Allbirds? Now that’s a crossover we didn’t see coming.

Formula 1’s grip on culture is only getting stronger, and brands are catching on fast. Sainz’s appearance on the Cards On the Table podcast wasn’t just a casual chat over a bowl of pasta; it was a masterclass in brand alignment. Allbirds, known for its sustainable, effortlessly cool aesthetic, tapped into F1’s ever-expanding influence by enlisting one of the sport’s most likable stars. 

The result? A Formula 1 marketing campaign that felt unexpected yet completely natural – because if there’s one thing F1 fans love, it’s a good mix of speed, style, and sophistication.

Louis Hamilton x Peroni 0.0% 

@carolclor

Lewis Hamilton & Charles Leclerc for the new Peroni commercial, THE ACTING 😮‍💨🤌🏻 #lewishamilton #teamlh #charlesleclerc #f1 #ferrari

♬ original sound – Noah Kahan

Lewis Hamilton partnering with Peroni 0.0% might not have been on anyone’s bingo card, but in hindsight, it was inevitable. 

Formula 1 has evolved beyond just race weekends – it’s a lifestyle, and Hamilton embodies it better than anyone. His dedication to peak performance and mindful living makes him the perfect face for a premium alcohol-free beer that still brings all the style and sophistication of its full-strength counterpart. 

This Formula 1 marketing campaign doesn’t just sell a product; it sells an aspiration – one where speed, success, and self-discipline go hand in hand. Peroni 0.0% didn’t just land an F1 driver; they landed the F1 driver.

Charlotte Tilbury x Chloe Chong 

@chloechongracing

Behind the scenes magic with @Charlotte Tilbury as we get ready for the F1 Academy season! 💫✨ Feeling good, feeling strong and ready to race 😁 #F1Academy #CharlotteTilbury #fyp #racing #internationalwomensday

♬ original sound – Chloe Chong

Charlotte Tilbury and Chloe Chong? Now that is how you tap into the next generation of beauty lovers. 

As one of the freshest faces in motorsport, Chong is breaking barriers in a space that has long been dominated by men – so who better to team up with a brand that champions confidence, empowerment, and a little bit of glamour? 

This Formula 1 marketing campaign isn’t just about makeup; it’s about making a statement. Whether she’s on the track or in front of the camera, Chong embodies the bold, fearless energy that defines both Charlotte Tilbury and the future of women in motorsport. 

And let’s be real – who doesn’t love a bit of glow with their grit?

Ray-Ban x Ferrari 

@rayban

A premium model made with iconic red carbon fiber and Modena yellow details – #charlesleclerc #carlossainz #ferrari #rayban

♬ Im In Love Im Obsessed Rihanna x Casa Di Remix – CasaDi

When two iconic brands from the worlds of fashion and performance collide, the results are bound to be nothing short of spectacular. 

Ray-Ban’s partnership with Ferrari brings together luxury, cutting-edge design, and a shared commitment to excellence. This Formula 1 marketing campaign isn’t just about eyewear; it’s about embodying the thrill and precision of Ferrari’s racing heritage. 

With Ray-Ban’s timeless style and Ferrari’s fast-paced, high-performance image, the collaboration taps into a customer base that craves both style and substance. It’s an effortless blend of fashion and engineering that elevates both brands – whether you’re on the track or in the streets.

Heineken x Max Verstappen 

@dailymotorsportclips

Max Verstappen in Heineken Commercial !! #formula1 #f1 #maxverstappen

♬ original sound – Daily Motorsport 🏎️

Heineken and Max Verstappen are the ultimate pairing of precision and refreshment. 

As one of the most dominant drivers in Formula 1, Verstappen’s high-octane performance on the track is perfectly complemented by Heineken’s bold and sophisticated image. What started as one campaign urging drivers to not drink and drive has evolved into much more; a global aligning of two brands that champion excellence, celebration, and a global appeal. 

Verstappen’s relentless drive to win mirrors Heineken’s commitment to quality, and with the brand’s “When You Drive, Never Drink” message, it’s also about responsible enjoyment. Together, they represent the perfect balance of speed, skill, and a well-earned drink at the finish line.

Tommy Hilfiger x Mercades

@tommyhilfiger

The final F1 race of the season calls for a 2024 recap. Tell us your favorite moment with these two? 👉 #TommyHilfiger #LewisHamilton #GeorgeRussell #MercedesAMGF1 #Formula1 #AbuDhabiGP #F1 @Mercedes-AMG F1

♬ apple x supercut – jevan

Tommy Hilfiger’s collaboration with Mercedes-Benz Formula 1 is the ultimate intersection of high fashion and motorsport innovation.

As the official apparel partner for the Mercedes F1 team, Tommy Hilfiger brings its signature American style to the cutting-edge world of Formula 1. This partnership isn’t just about uniforms; it’s about showcasing the precision and craftsmanship that both brands are known for.

The sleek, sophisticated designs represent more than just a race-ready look—they embody a lifestyle of luxury, performance, and timeless appeal.

With this collaboration, Tommy Hilfiger and Mercedes are setting the bar for what happens when fashion meets the thrill of the track.

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