How Formula 1 Became the Blueprint for Modern Sports Marketing
Here we are again. I originally wrote about this topic back in 2022, you can read that article here; and I thought that F1 was big then.
Since then, the sport has only doubled down on that momentum, and on Sunday 6th July, I went to Silverstone to witness it for myself. Three years on from that blog, one thing is clear: Formula 1 is a media machine.
🎬 The F1 Movie & The Power of Storytelling
The recent F1 movie (produced by Apple and starring Brad Pitt) is just the latest proof of how the sport is leaning into long-form storytelling. It’s a bold step into cinematic territory, and one few other sports have done well.
Although hardcore F1 fans (which I am not yet part of, still a casual, my apologies) are saying that is does not depict reality - and is very unrealistic, it does a great job of immersing you within real storylines by using real drivers, team members and even commentators and journalists. It also speaks of how social media and online personalities can really get breaks anywhere; and that this is the future - but that is one for another day.
While football continues to push tournament expansions like the Club World Cup, which are not going down well, F1 has found smarter ways to bring people in without losing its identity.
📺 Drive to Survive: Still Driving Growth
Netflix’s Drive to Survive remains a standout case study in how behind-the-scenes access can humanise elite athletes, create storylines out of nowhere, and expand audiences far beyond hardcore fans.
The success of the show has surprised many, as it is entering its 7th season. It is not a brand new concept however, as many other sports do the same thing in other ways (such as Amazon’s ‘All or Nothing’ football documentaries.)
The unique thing about F1 is that is both a team and an individual sport; and this series really digs deep into this, helping people bed into a sport many viewed as quite niche just some years ago.
👾 Drivers as Influencers: Lando & Lewis
F1 has embraced its drivers as personal brands, giving them space to build their own followings.
Lando Norris streams regularly, has his own gaming brand, and appears in YouTube content, he’s reached a Gen Z audience many sports can’t touch.
Lewis Hamilton continues to push the boundaries on activism, fashion, and media presence, showing that personality matters just as much as podiums.
In short: F1 gets it.
💼 Sponsorship & product placement; brands in motion
F1 also offers immersive brand integrations: Heineken, Rolex, Pirelli, and more are woven into race broadcasts, in-car liveries, paddock visuals - and now Hollywood content. Where some sports try to vilify or minimise sponsorships, F1 has gone the complete other way…
🌍 Global Live Events
While football's domestic tournaments often stay within one or two countries, F1 travels across the globe throughout the season.
Although this could only mean fans see one race a year, if they don’t travel, it opens the sport up to many different markets through the season - meaning different opportunities for new fans, and also creates more of an ‘event’ rather than just a race, meaning fans are more likely to purchase merhcandise and are willing to spend more money when they are there.
🚀 What Can Your Brand Learn from F1?
Blend cinematic storytelling and authentic personalities.
Treat your team as individual brands and celebrate their personalities.
Integrate sponsors meaningfully, beyond surface-level branding.
Build fan loyalty with immersive events or community experiences.
Use digital innovation to stay ahead.
Ready to apply some of these strategies to your brand?
Let’s talk. 📧 jacklomax@firsttouchmarketing.co.uk
🫡 Your Brand Deserves Better
First Touch Marketing
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