F1 World Expansion

Formula 1 isn’t just racing anymore, it’s a masterclass in brand partnerships. From LEGO cars to Disney collabs and fashion drops, F1 is reaching younger, diverse audiences by thinking outside the track. Let's take notes!

Many ask, what and where is the best place to advertise. Social media? Billboards? Posters? Yes to all, well depending on the goal of said ad and the strategy behind it. However, there is one place a lot of people don't think of until the season starts and that’s on the Livery of a Formula 1 race car! And if you don't have the big bucks to get your company on a car, no worries, there are always collaborations and partnerships, and no need to set up a whole sponsorship with a team.

The proof of this? This season, F1 partnered with many brands, but one that stood out the most was their recent spree with LEGO. The two companies and I’m sure a few engineers partnered up to create life-size, functional two-seat race cars where drivers paired up and did a quick race in the LEGO cars! The toy company gained millions of new eyes on them and vice versa.

Another instance was an exciting announcement that dropped this week. Disney, or should we say Mickey Mouse himself, starred in a short ad announcing that Mickey & Friends will be collaborating for the 2026 F1 season. While there is not a lot of info on said collab right now, the motorsports company stated that the partnership gives way to their strategy to step out of just the world of sports and into a broader consumer market.

Speaking of stepping into new worlds, F1 even dipped their toes into the world of fashion at the start of the season. They in collaboration with the well-loved brand, Anthropologie, put out a limited edition clothing line that sold out just as fast as the release thanks to young female fashion and racing fans.

These partnerships and collaborations have been becoming more frequent because Formula 1 reports seeing an uptick in young audiences. According to their site, more than 4 million kids between 8 & 12, actively follow the sport across Europe and the US. At the same time, 54% of followers on TikTok and 40% on Instagram are now 25 and under.

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With all this in mind, it's clear that Formula 1 is no longer just a sport, it's now a powerhouse, tapping into more diverse audiences. Now here lies the question, if F1 can think outside the box to reach new demos, what's stopping your brand from achieving the same?