A different kind of Formula 1 sponsorship

F1: The Movie is expected to generate over $40 million in sponsorship revenue, rivaling the haul of some mid-tier Formula 1 teams. It’s a blockbuster, but also a case study in how entertainment, sport, and sponsorship strategy move in sync.

What was the offer?

Formula 1 sponsorship is booming, projected to hit $2.9 billion this year. But as the field gets more crowded, the cost of entry rises and true brand access becomes harder to negotiate. The film offered a workaround: a fictional team (APXGP) embedded directly into the live, high-stakes world of F1. Real tracks, race weekends, and teams. It was literally authentic, but filtered through a creative layer.

That premise gave brands something rare: permission to be fully immersed in the world, without being bolted on. IWC, Tommy Hilfiger, Expensify and others grew to be a part of the team ecosystem. Logos on cars and uniforms are a given, but these partnerships also embedded themselves in storylines, merch drops, behind-the-scenes content, even EA Sports’ F1 24 game.

To read about a more traditional Formula 1 sponsorship, click here. 

Engaging the Formula 1 sponsorship model

It created a flywheel: entertainment drove engagement, engagement deepened brand presence, and the authenticity of the F1 setting anchored it all in credibility. For global brands, that meant exposure across multiple markets and touchpoints, with cultural relevance baked in.

This presented a rare kind of access, delivered through a format that audiences trust. As the lines between media, sport, and brand continue to blur, that kind of creative entry point is becoming both attractive, and, ultimately essential.

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