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.

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.