formula one

Apr 19, 2024

Formula 1 Shanghai: A watershed event for brand sponsors

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

Mar 22, 2024

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

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.

Mar 20, 2024

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

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.

Sep 25, 2023

Formula One debuts the world’s first ‘kiss-activated’ trophy at Japanese Grand Prix

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.

Sep 15, 2023

Lewis Hamilton dominates Formula One popularity charts in Singapore

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

Jul 23, 2021

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

The sport has been accused of becoming too staid and predictable. The 2022 season seeks to redress that.