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Formula 1 names a corner after women for the first time in history

formula one sports marketing By Staff Reporters

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 By Eszter Gurbicz

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 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.

Would you order a beer by emulating the sound of zooming cars?

alcohol formula one heineken By Staff Reporters

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 By Nikita Mishra

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 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.

Wieden+Kennedy spot depicts sensory overload of ‘new era of Formula One’

formula one By Ben Bold

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 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.

Mango Sydney names new head of experiential

formula one By Staff Writer

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 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.

Options aplenty for Malaysia in F1-less future

f1 formula one malaysia marketing singapore sponsorship sports By Gabey Goh

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 By Gabey Goh

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 By Byravee Iyer

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 By Benjamin Li

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 By Staff Reporters

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 By Loulla-Mae Eleftheriou-Smith

GLOBAL - Formula One world champion Sebastian Vettel is to become the first global brand ambassador for Infiniti, the Japanese luxury car manufacturer.

Alison Wright joins Red Bridge Comms as managing partner

china formula one pr Red Bull shanghai By Benjamin Li

SHANGHAI - Communications veteran Alison Wright has joined Red Bridge Communications in China as a managing partner, effective this week.

Virgin boss to honour bet with Air Asia CEO

formula one By Staff Reporters

GLOBAL - Sir Richard Branson is set to dress as an airline stewardess and serve passengers on pan-Asian budget airline Air Asia.

Why F1 needs Asia

asia f1 formula one grand prix By Matthew Marsh

Over the past 30 years, Formula One (F1) motor racing has evolved to become one of the most sophisticated sports marketing properties on the planet. Matthew Marsh reports on what the future holds for Formula One in the region and whether more Asian brands can be persuaded to join the sport.