Beyond the Branding: How Brands Are Making More of Formula 1

19 Oct

Formula 1 has always attracted some of the world's biggest brands. From the iconic liveries of the 1980s and 90s to today's multi-million-pound partnerships, sponsorship has long been an integral part of the sport. But the way brands are using Formula 1 is changing.

While visibility on a car, driver's race suit or trackside billboard still has enormous value, increasingly it's what happens beyond the circuit that makes a partnership interesting. Brands are finding new ways to connect with audiences through immersive experiences, exclusive events, entertainment and hospitality. And with Grand Prix weekends now attracting everyone from global business leaders to celebrities, luxury consumers and international travellers, the opportunities extend well beyond traditional motorsport sponsorship.

From Logo Placement to Brand Experience

For decades, Formula 1 sponsorship was largely associated with visibility. A prominent position on a successful team's car offered brands international exposure, particularly as the sport's television audience grew.

Today, that remains an important part of the commercial picture, but brands increasingly want more from their involvement. A partnership might include a product launch, a pop-up experience in the host city, an exclusive dinner for customers or a collaboration that brings together motorsport and an entirely different industry.

The objective isn't necessarily to reach the largest possible audience. Sometimes it's about reaching the right people, in the right environment, and creating an experience that stays with them long after the Grand Prix has finished. Recent activations demonstrate just how creative these partnerships have become.

When Motorsport Meets Entertainment: Haas and Godzilla

One of the more unusual collaborations of the 2026 season comes from Haas, which has teamed up with Japanese entertainment company TOHO to bring Godzilla into Formula 1. Following an initial activation at the Japanese Grand Prix, the partnership returns for October's United States Grand Prix in Austin, where the team is introducing a special Godzilla-themed livery, racewear and merchandise ahead of the release of the new film Godzilla Minus Zero.

The campaign also extends into the city itself, with a public livery reveal, driver appearances and fan activities. It's a good example of two seemingly different worlds finding common ground. For TOHO, Formula 1 provides a global platform to promote its entertainment franchise. For Haas, the collaboration creates something distinctive that can engage existing supporters while potentially attracting an entirely new audience. More importantly, the partnership gives people something to participate in, talk about and share, rather than simply another logo to look at.

Finding Authentic Connections: Liam Lawson and Taylor Guitars

Another interesting activation taking place around the United States Grand Prix involves Racing Bulls driver Liam Lawson and Taylor Guitars. Lawson has spoken openly about his love of music, making the collaboration a natural fit. As part of the partnership, Taylor Guitars has developed a limited-edition instrument inspired by the driver, while Lawson is scheduled to perform live at Racing Bulls' Garage Sessions event in Austin.

What makes this particularly effective is its authenticity. Rather than trying to manufacture a connection between a brand and Formula 1, the partnership builds on something genuinely personal to the driver. It also gives fans an opportunity to experience a different side of a familiar sporting personality, taking the relationship beyond what they normally see on a race weekend.

For brands, there's an important lesson here. The most memorable activations don't necessarily require the biggest budgets or most elaborate productions. A relevant idea, executed well, can be just as compelling.

Turning Hospitality Into a Brand Experience: MSC Cruises in Miami

Perhaps one of the clearest examples of hospitality becoming part of a wider brand strategy came at the 2026 Miami Grand Prix. MSC Cruises introduced an extraordinary multi-level hospitality structure inspired by its MSC Yacht Club concept, recreating the feel of a luxury superyacht alongside the circuit.

With multiple viewing decks, private cabanas, lounges and dining curated by Bagatelle, the venue was designed to deliver much more than a conventional trackside hospitality experience. It brought MSC Cruises' own brand identity into the Grand Prix environment, giving guests a tangible impression of the company's premium offering. The result was a hospitality destination that also functioned as a substantial brand activation.

It's an interesting illustration of how Formula 1 can provide the setting for brands to showcase their products, services and values in a way that traditional advertising simply cannot replicate. Rather than telling people what the brand represents, MSC Cruises created an environment where they could experience it for themselves.

Why Hospitality Has an Important Role to Play

Not every brand has the budget, or the commercial need, to sponsor a Formula 1 team or Grand Prix. Fortunately, that doesn't mean the opportunities end there. In many respects, hospitality provides a more direct and personal way for businesses to engage with the audiences they want to reach. Consider the difference between a brand being seen by thousands of spectators and having the opportunity to spend an afternoon with a carefully selected group of clients, prospects or business partners. Both have value, but they achieve very different things.

A private yacht overlooking the Monaco circuit, an exclusive hospitality suite at Silverstone or a premium trackside venue in Abu Dhabi can provide an environment for conversations and relationships that might otherwise be difficult to develop. These settings also create opportunities for brands to introduce products, host media and influencers, entertain key customers or deliver bespoke experiences. And because each Grand Prix has its own distinctive character, there's considerable scope to tailor an activation to the audience and objectives of the brand involved.

Monaco offers an association with luxury, exclusivity and the Mediterranean lifestyle. Silverstone brings together Britain's motorsport heritage and a substantial corporate audience, while Abu Dhabi combines international business, entertainment and premium hospitality in a distinctive end-of-season setting.

The most effective approach isn't necessarily to replicate the same activation at every race, but to consider how a brand can make the most of each destination.

Creating Meaningful Brand Partnerships with Red Eye Events

At Red Eye Events, we've seen how premium sporting occasions can provide opportunities for brands to engage with their audiences in more personal and memorable ways. Alongside our established Formula 1 hospitality offering, we work with brands and commercial partners to develop bespoke experiences around major sporting events.

Through our own premium hospitality brand, Harbour Club, we have an established platform for delivering these experiences at events including the Monaco, British and Abu Dhabi Grands Prix. This creates opportunities to integrate brand partnerships into carefully curated hospitality environments, whether through private events, product showcases, guest experiences, branded hospitality spaces or tailored entertainment.

Our previous work with brands including UBS, Sports Illustrated and Monster Energy demonstrates the variety of ways sporting events can support wider marketing and commercial objectives. Importantly, we recognise that successful brand partnerships need to offer something of value to everyone involved. The experience must feel appropriate to the setting, relevant to the audience and consistent with the identity of the brand.

It's not simply about finding somewhere to display a logo.

The Future of F1 Brand Partnerships

As Formula 1 continues to develop its international audience and commercial appeal, the opportunities for brands will continue to evolve. The recent examples from Haas, Racing Bulls and MSC Cruises demonstrate three very different approaches, but they share a common theme: each has found a way to turn a commercial partnership into something people can experience.

For some brands, that might mean reaching a wider consumer audience through entertainment and culture. For others, it could involve introducing a new product, strengthening relationships with important customers or creating an exclusive environment for a small group of guests. There's no single formula that works for everyone.

What is becoming increasingly clear, however, is that some of the most interesting opportunities in Formula 1 are no longer confined to the track itself.

Explore Red Eye Events' Brand Partnerships & Event Activations to discover how we can help create bespoke experiences around the world's leading sporting events.

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