The train line heading to the Shanghai International Circuit was a colourful 'Build The Thrill' activation.
True
formula one
Formula 1 names a corner after women for the first time in history
formula one
sports marketing
The corner is named after two of the sport's most prominent female engineers, Laura K. Müller and Hannah Schmitz.
Lego builds full-scale Formula One grid in bricks, complete with drivable cars
formula one
lego
media activation
ola
publicis one
As part of a multi-year global partnership with Formula One, Lego debuted 10 drivable, team-branded cars during the Drivers’ Parade—built from over 400,000 bricks and engineered to hit the track.
Formula 1 Shanghai: A watershed event for brand sponsors
f1
formula one
shanghai
sports
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
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.
Would you order a beer by emulating the sound of zooming cars?
alcohol
formula one
heineken
To coincide with the Australian Grand Prix, Heineken has created a campaign that aims to make its beer synonymous with the sounds of the F1.
Formula One debuts the world’s first ‘kiss-activated’ trophy at Japanese Grand Prix
formula one
Clearly innovation at F1 isn’t just limited to what’s under the hood—it extends to every aspect of the sport, including the way in which champions are celebrated.
Lewis Hamilton dominates Formula One popularity charts in Singapore
f1
formula one
lewis hamilton
top of the charts
yougov
TOP OF THE CHARTS: Ahead of the F1 Singapore Grand Prix 2023, YouGov looks into what’s drawing crowds, favourite drivers and performing artists.
Wieden+Kennedy spot depicts sensory overload of ‘new era of Formula One’
formula one
The sport has been accused of becoming too staid and predictable. The 2022 season seeks to redress that.
Red Bull and Heineken: F1 marketing overhaul is starting to pay off
f1
formula one
heineken
marketing
Red Bull
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
Comments follow series of high-profile F1 sponsorship deals recently.
Mango Sydney names new head of experiential
formula one
Belle Sparavec has delivered major campaigns for Formula One, Tourism Australia and Marina Bay Sands.
Checkered response: F1's new logo
f1
formula one
grand prix
sports marketing
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
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.
Options aplenty for Malaysia in F1-less future
f1
formula one
malaysia
marketing
singapore
sponsorship
sports
Regional and local motorsport events might get more attention, which could work out to the benefit of brands.
Last lap for Singapore F1 Grand Prix?
f1
formula one
marketing
singapore
sponsorship
sports
tourism
As Malaysia reportedly plans to drop its Formula One event, industry pundits weigh in on the possibility of Singapore without an F1 night race.
Experts laud Singapore Airlines' Formula 1 sponsorship
f1
formula one
singapore airlines
sponsorship
SINGAPORE - Singapore Airlines association with the Formula 1 race in Singapore provides a touch of pizzazz for the carrier, which has typically shied away from sponsorship deals of this stature.
Puma hosts 'night out with Nico Rosberg' before Singapore F1
formula one
puma
singapore
As the first year of the Puma Mercedes AMG Petronas Formula One Team partnership, before F1 Grand Prix kicks off this weekend in Singapore, Puma organized a night out on Wednesday (19 September) for driver Nico Rosberg at the Puma Red Cube pop-up store at Raffles City in Singapore. More than 300 people turned up to see the racer, including fans from Singapore and around the region. The event finished with a fashion show and party at Singapore's popular hotspot Butter Factory.
Experts rate top sports-marketing opportunities
asia
basketball
formula one
Experts rate some of the region’s popular pastimes on their ability to gain traction.
Infiniti signs Sebastian Vettel as first global ambassador
formula one
japan
GLOBAL - Formula One world champion Sebastian Vettel is to become the first global brand ambassador for Infiniti, the Japanese luxury car manufacturer.