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Hilton’s 20-year McLaren play turns fandom into loyalty

f1 formula one grand prix hilton hotels lando norris mclaren singapore

At Singapore’s Grand Prix, the hospitality major marked two decades with racing company — using activations, drivers and loyalty perks to tie hospitality to fandom.

What it takes to drive successful sports sponsorship

f1 OMD omg singapore sports By Gina McKinnon

With the F1 Grand Prix wrapping up in Singapore this past weekend, OMG's Gina McKinnon unpacks what it takes to bring brand and sport partnerships alive—and how to do it successfully.

Daniel Ricciardo drives the dream in Tourism WA's latest campaign

f1 singapore By Staff Reporters

The second iteration of the work targets Singaporeans' love for travel and F1 excitement, showcasing Western Australia's beauty ahead of the Singapore Grand Prix.

Formula 1 Shanghai: A watershed event for brand sponsors

f1 formula one shanghai sports By Gavin Hadley

With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.

Why Formula One's return to China is set to drive new opportunities for APAC-focused campaigns

china f1 formula one By Simon Hinchliffe

While the majority of F1 continues to look west-ward, the horizon to the east is quickly and quietly realigning itself for potentially immeasurable growth, says Prism Sport’s Simon Hinchliffe.

Lewis Hamilton dominates Formula One popularity charts in Singapore

f1 formula one lewis hamilton top of the charts yougov By Staff Reporters

TOP OF THE CHARTS: Ahead of the F1 Singapore Grand Prix 2023, YouGov looks into what’s drawing crowds, favourite drivers and performing artists.

Thrive to survive: Can creativity help F1 maintain long-term growth and relevance with new audiences?

creativity f1 By Olly Mitchell

Formula One's position at the pinnacle of motorsports has long been established, enjoying a large and loyal fan base. So, what do those involved in the sport need to do to ensure it stays that way? Olly Mitchell explores.

Broadcasters in India are not offering the value we believe our property is worth: Ian Holmes, F1

broadcast f1 india sports By Raahil Chopra

F1’s director for media rights and content creation discusses why the sport doesn’t have a broadcaster in India, the launch of F1 TV, Drive to Survive, and more.

Aston Martin Formula One team launches fan engagement platform with Havas

f1 By Sara Nelson

It marks the return of the famous Aston Martin name to Grand Prix racing for the first time in more than 60 years.

How a local male-grooming brand is shifting its Vietnam F1 dreams to another gear

f1 grand prix Marico vietnam By Robert Sawatzky

X-Men shampoo took prime positioning as an early local F1 partner ahead of the inaugural Vietnam Grand Prix. Then came COVID-19.

'Commercial models need to catch up to live sports consumption' says F1 tech provider

amazon f1 sports

While broadcasters still play an important role in curating the live sport experience for fans, they must also figure out how to monetise the viewing experience as it spreads across platforms.

Infiniti puts F1 driver Daniel Ricciardo into a different kind of competition

f1 By Matthew Miller

A five-minute film in the style of 'The Office' has the Renault F1 Team driver vying to repeat as employee of the month at one of the brand's dealerships.

Red Bull and Heineken: F1 marketing overhaul is starting to pay off

f1 formula one heineken marketing Red Bull By Daniel Farey-Jones

Beer brand praises sport's new 'accessibility' after end of Bernie Ecclestone era.

WHO shines spotlight on F1 and calls for enforcement of tobacco marketing bans

f1 formula one marketing By Jonathan Owen

Comments follow series of high-profile F1 sponsorship deals recently.

F1 puts fans in wind tunnels for global 'Engineered insanity' campaign

f1 wieden kennedy By Ad Nut

Visceral thrills come to the fore in the sport's first-ever global marketing campaign.

Formula One picks Wavemaker and Brainlabs for global media

f1 media wavemaker By Omar Oakes

Former Formula One chief executive Bernie Ecclestone had previously handled media-buying himself.

Checkered response: F1's new logo

f1 formula one grand prix sports marketing By Robert Sawatzky

Asia's sports marketers and design chiefs weigh-in on Formula 1's controversial new look

Formula One seeks first global media agency

f1 formula one media By Omar Oakes

The motor-racing brand has shortlisted four media agencies to pitch for its global media planning and buying business in a process run by Oystercatchers.