X-Men shampoo took prime positioning as an early local F1 partner ahead of the inaugural Vietnam Grand Prix. Then came COVID-19.
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.
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.
Beer brand praises sport's new 'accessibility' after end of Bernie Ecclestone era.
Comments follow series of high-profile F1 sponsorship deals recently.
Visceral thrills come to the fore in the sport's first-ever global marketing campaign.
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