{"id":8057,"date":"2025-03-12T01:53:33","date_gmt":"2025-03-12T05:53:33","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/03\/12\/how-formula-1-keeps-its-premium-edge\/"},"modified":"2025-03-12T03:17:14","modified_gmt":"2025-03-12T07:17:14","slug":"how-formula-1-keeps-its-premium-edge","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-formula-1-keeps-its-premium-edge\/8057\/","title":{"rendered":"How Formula 1 Keeps Its Premium Edge"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By R. Larsson, Advertising Week<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Formula 1 has long been synonymous with prestige, precision and high-net worth audiences. But in an era where luxury is being redefined, how does the sport continue to attract a premium fanbase? From the evolution of cultural advertising to the shifting landscape of sponsorships and the growing influence of social media, F1 has adapted to be both aspirational and accessible.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To explore this, we\u2019ve gathered insights from top voices in advertising and sports marketing, examining how brands leverage F1\u2019s global appeal, the role of influencers in shaping audience perceptions, and why premium sponsors continue to invest in the sport.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s what industry leaders have to say about F1\u2019s enduring pull with high-value consumers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ben Reilly, Business Development Director at Imagination<\/strong><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"256\" height=\"256\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/03\/1ben.png\" alt=\"\" class=\"wp-image-8059\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1ben.png 256w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1ben-150x150.png 150w\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">F1 attracts a premium audience by delivering more than access &#8211; it delivers total immersion. From VIP hospitality and pit lane tours to high-tech fan activations, every detail is designed to bring fans closer to the action. Yacht-side luxury in Monaco, behind-the-scenes exclusives, and cutting-edge simulators transform spectators into insiders.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s a sport where prestige attracts prestige. With brands like Mercedes, Aston Martin and Ferrari at its core, F1 naturally draws on affluent audiences that align with its high-performance, high-status image.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">By blending spectacle with experience, F1 turns fans into advocates. It&#8217;s more than a race, it&#8217;s an elite lifestyle &#8211; and a powerful blueprint for brands looking to engage high-value audiences<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dean Field, Creative Director, Coley Porter Bell<\/strong><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"256\" height=\"256\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/03\/1dean.png\" alt=\"\" class=\"wp-image-8060\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1dean.png 256w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1dean-150x150.png 150w\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Everything about the F1 brand is high-end; it has established itself firmly at the glamorous end of sport. From its premium locations \u2013 Monaco, Singapore, Las Vegas \u2013 to its luxury car brands \u2013 Mercedes, Aston Martin, Ferrari \u2013 F1\u2019s branding is elite and highly desirable. Its best performing drivers are treated like famous film stars \u2013 they are a select group, highly paid, members of small teams, competing in a dangerous sport where they put their lives on the line. It\u2019s no wonder brands flock to them. Charles Leclerc has just partnered with luxury scotch whisky brand Chivas Regal, and Lewis Hamilton has collaborated with Tommy Hilfiger, IWC and Dior in the past.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">All these elements \u2013 teams, drivers, brands, locations, audience \u2013 mean F1\u2019s premium associations are secured. And it\u2019s why it commands an exclusive price point for entry. The cost of becoming an official Formula One partner varies between $20 million and $100 million, with race sponsorship sitting between $4 million and $8 million per race. Those brands are paying that premium because it gives them access to that premium audience.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Louise Johnson, Global CEO, Fuse<\/strong><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"256\" height=\"256\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/03\/1johnson.png\" alt=\"\" class=\"wp-image-8061\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1johnson.png 256w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1johnson-150x150.png 150w\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Formula 1 has long been synonymous with premium audiences, backed by luxury, automotive, and B2B brands, like Rolex and Mercedes. Traditionally, its fanbase skewed older and male, but since 2017, under Liberty Media\u2019s ownership, the sport has undergone a cultural shift. F1 is now using entertainment to engage new audiences, such as the F175 car launch at The O2, blending motorsport with music and comedy, and June\u2019s Brad Pitt-led F1 movie.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Netflix\u2019s Drive to Survive has also been a game-changer, fuelling a cultural renaissance that has opened F1 up to a whole new audience. But the sport\u2019s digital-first approach, giving drivers more direct fan access through social media and gaming, has been just as transformative.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s also been a clear effort to boost female representation, from engineers and presenters to the F1 Academy. And with around 40% of F1\u2019s fanbase now women, we\u2019re seeing the likes of LVMH\u2019s landmark 10-year deal and Charlotte Tilbury\u2019s sponsorship of the F1 Academy cementing sport as the ultimate runway for luxury and beauty brands.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it\u2019s not just luxury labels. Mainstream consumer brands\u2014KitKat, Lego, McDonald\u2019s and Hot Wheels\u2014are all getting involved, recognising F1\u2019s power to drive engagement with the next-gen fan. Does this mean F1 is losing its premium sheen? Far from it. Instead, it\u2019s evolving to remain relevant, seamlessly aligning itself with the cultural shifts shaping modern fandom.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Lou Fielding, Managing Director, Joint<\/strong><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"256\" height=\"256\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/03\/1lou.png\" alt=\"\" class=\"wp-image-8062\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1lou.png 256w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1lou-150x150.png 150w\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Formula 1 has evolved far beyond its roots as a male dominated motorsport spectacle. Today, around 40% of the global F1 audience are women and the fastest growing demographic is young women under 25. This shift has not only elevated the sport\u2019s prestige but also cemented its appeal among high-net-worth individuals and aspirational consumers. The sport and the marketing playbook that surround it feel younger, more modern, more relevant.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As our definitions of what makes something premium have evolved, so has F1. Gone are the traditional tropes of flashy wealth and high octane masculinity. Now we have more richness and more human emotion &#8211; rivalries, personal sacrifices, triumphs and struggles. The success of Drive to Survive showcases how storytelling can create high-stakes drama. And the teams have opened themselves up through social media to make the previously elite and untouchable more real.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Modern premium brands and their marketing teams know that connection through character and storytelling make people feel things. The more we feel, the more we desire to be part of their worlds. By letting the audience get closer to the inner workings of the teams and drivers, F1 has created a richer tapestry that resonates with today\u2019s aspirational consumers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>William Holtam, Senior Designer, Saffron Brand Consultants<\/strong><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"256\" height=\"256\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/03\/1will.png\" alt=\"\" class=\"wp-image-8063\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1will.png 256w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/03\/1will-150x150.png 150w\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Formula One is the ultimate stage where design, precision, and branding collide. Every high-speed manoeuvre is backed by some of the world\u2019s most prestigious brands, making each race a thrilling showcase of innovation and luxury.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As it\u2019s exploded in popularity worldwide, some might think its luxury appeal through\u00a0 associations with premium sponsors like LVMH, including sub-brands Tag Heuer and Louis Vuitton, has been diluted. But F1 has two advantages that other brands don\u2019t.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Firstly: the races themselves. If virtual access is \u2018the great equaliser\u2019, then IRL is the new luxury. And Formula 1 happens to have some of the most exhilarating experiences in some of the most beautiful places on earth. This season\u2019s spectacular, first-of-its-kind launch event at London\u2019s 02 arena is proof of the sport\u2019s growing cultural influence.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Secondly: the drivers. Over the last few years, drivers have built their own personal brands which grow their popularity, and cement their status both as public figures and premium brand ambassadors.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This shift in popularity means that sponsors and advertisers need to rethink where they intersect with audiences besides traditional placements. They need to leverage F1\u2019s unique ecosystem of events and drivers to curate experiences as premium as they are.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Formula 1 has long been synonymous with prestige, precision and high-net worth audiences. But in an era where luxury is being redefined, how does the sport continue to attract a premium fanbase?<\/p>\n","protected":false},"author":7,"featured_media":8058,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[13],"topics":[2],"class_list":["post-8057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-sports-entertainment","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Formula 1 Keeps Its Premium Edge | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-formula-1-keeps-its-premium-edge\/8057\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Formula 1 Keeps Its Premium Edge\" \/>\n<meta property=\"og:description\" content=\"Formula 1 has long been synonymous with prestige, precision and high-net worth audiences. 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