Formula 1 isn’t just a sporting event – it’s a global marketing powerhouse.
With a premium audience, cutting-edge innovation, and a calendar that spans every major region in the world, F1 offers brands an unmatched opportunity to engage, excite, and elevate their presence on a truly international scale.
At Elevate Global, we support brands and agencies with the expert event staff and Brand Ambassadors they need to bring activations to life — from the pit lane to the fan zone. In this blog, we wanted to highlight why Formula 1 is an incredible place to activate as a brand – and how we can help with this.
Why Brands Should Activate at F1
There are several reasons why brands should consider activating at Formula 1 events worldwide:
Unrivalled Global Reach – With millions of passionate fans tuning in and attending races in over 20 countries, F1 offers expansive exposure for your brand.
High-Tech, Premium Positioning – The F1 audience values innovation, luxury, and performance – making it an ideal fit for forward-thinking, experience-driven brands.
Unique Activation Opportunities – From VIP hospitality to immersive fan zones and eye-catching pop-ups, the platform for creativity is wide open.
Business & B2B Impact – F1 is where consumers and decision-makers collide – making it a high-value space for both brand affinity and commercial relationships.
Here are just a few standout examples from brands we admire and (some we’ve supported) in recent F1 seasons to show what’s possible:
Lavazza - Australian Grand Prix
At the Glamour on the Grid launch party, Lavazza introduced coffee-infused cocktails and Coffee Caviar desserts – a luxurious, high-end touch for a premium crowd.
Across the weekend, their Lavazza Atrium welcomed over 600 VIPs, showcasing quality and craft to match the F1 energy.
McLaren x Abercrombie & Fitch – Las Vegas Grand Prix
This high-profile meet-and-greet activation gave fans the chance to meet McLaren Racing’s Oscar Piastri and Bianca Bustamante inside the Abercrombie & Fitch store. Elevate Global provided a skilled team of Brand Ambassadors to manage the VIP guest experience on-site by supporting retail operations, and ensure everything ran smoothly on the ground – from line management to photo opportunities. The result? A high-energy activation that seamlessly merged fashion, motorsport, and fandom – bringing both brands to life in one unforgettable moment.
LEGO – Las Vegas Grand Prix
LEGO wowed fans with a life-sized, 1:1 LEGO Technic McLaren F1 car, built from over 174,000 bricks at several Formula 1 races globally. Visitors explored the latest sets, built mini cars, and took home memories – proof that interactive, family-friendly content has its place in the fast-paced F1 world. This activation forms part of LEGO’s new multi-year strategic partnership with Formula 1, designed to bring creativity, innovation, and play to motorsport fans of all ages.
LVMH – Monaco Grand Prix
From TAG Heuer’s timekeeping excellence to Moët & Chandon’s iconic podium celebrations, LVMH’s long-term partnership shows how F1 can be a consistent, luxury-aligned platform for world-renowned brands.
SpongeBob x Paramount Plus – British Grand Prix
To commemorate SpongeBob SquarePants’ 25th anniversary, Paramount+ and Sky Cinema launched an immersive pop-up experience in the Fan Zone at Silverstone Circuit during the British Grand Prix. The activation featured engaging activities such as shuffleboard, personalized Bikini Bottom driver’s licenses, and unique photo opportunities with Krabby Patties and SpongeBob’s iconic attire. A standout attraction was the SpongeBob-themed Formula 1 show car, which garnered significant attention. Elevate Global provided skilled Brand Ambassadors to manage the activation, ensuring seamless operations and enhancing fan engagement throughout the event.
LVMH – Monaco Grand Prix
From TAG Heuer’s timekeeping excellence to Moët & Chandon’s iconic podium celebrations, LVMH’s long-term partnership shows how F1 can be a consistent, luxury-aligned platform for world-renowned brands.
What’s next?
With several upcoming races in the calendar and an ever-expanding global footprint, now is the time to start planning your next activation. Fan engagement is at an all-time high, and brand investment in Formula 1 continues to grow — making it a prime moment to stand out on the circuit. Whether it’s VIP hospitality, retail engagement, or fan experiences, Elevate Global is your go-to staffing partner for Formula 1 activations. Whether it’s VIP hospitality, retail engagement, or fan experiences, Elevate Global is your go-to staffing partner for Formula 1 activations. We bring:
- Experienced, multilingual event staff
- Seamless on-site management
- A deep understanding of F1 brand expectations
- Global reach and local delivery
Work with us at F1
We want to help you build something unforgettable on the world’s fastest stage. Check out our work at past Formula 1 races to date and get in touch with the team today.
