Life in the Fast Lane: A Look into the Advertising World of Formula One

Over the past five years, American audiences have seen a major increase in interest in Formula One™. Formula One™, or F1, is a single-seater racing series, championed by many as the pinnacle of motorsports. This rapid rise in popularity, contributed in part by the release of Netflix’s documentary 'Formula One: Drive to Survive,' has catapulted the drivers and team members into celebrities. With this rise in attention comes the opportunity for branding and marketing to be featured on some of the fastest cars in motorsports, along with 20 drivers to be their walking billboards. 

The Start of Formula One

Most sports are no strangers to advertising or marketing endeavors. For F1, it's how a team generates funding. A team is composed of two drivers, two cars, mechanics, engineers, team principles, and a myriad of behind-the-scenes members all contributing to the outcome of a team's season. F1 had its start in the early 1900s and eventually became an official sport in 1950. Since 1968, teams have implemented advertising on their cars to generate revenue. 

Branding at 200 Miles an hour 

It’s no surprise that brands want to be associated with F1 given the sport’s influx in popularity. This doesn’t simply mean slapping a sticker on a car. Teams analyze, research, and evaluate what a brand can do for them, what they can offer, and of course, how much they are willing to pay. The public relations aspect is where this idea is scene in full effect. Who a brand decides to partner with or represent is a major factor to consider. The current reigning Constructors Champions, Red Bull Racing, is a team created, marketed, and built upon advertising. Creating a means and method to sell energy drinks. The public perception of the team, along with its driver, Max Verstappen, showcases that when a team succeeds on the track, it results in a chain reaction in other avenues. The team doesn’t only win on the tracks—it certainly wins on the market as well, as Red Bull sales continue to break records. McLaren Racing, a historic name in F1 is no stranger to advertising, having a record-breaking 40+ partners on their car, implemented a digital display with rotating adverts. However, advertising is not limited to the car. 

Advertising in Motorsports 

With 20 of the best drivers representing your brand on track, it's not hard to see an impact. Such collaboration on and off the track includes that of Tommy Hilfiger, the fashion brand that has had a longstanding relationship with Mercedes AMG Petronas Formula One team. Both Mercedes drivers, Lewis Hamilton, and George Russel, are constantly seen arriving and leaving the paddock in Tommy Hilfiger gear. The Swiss watchmaker TAG Heuer has had a longstanding partnership with Red Bull Racing, guaranteeing that their driver Max is always wearing one of the watches. Drivers are no longer just men in fast cars; they represent a brand far beyond their own, and in doing so have the responsibility to maintain a certain image in all media forms.

Importance of Public Relations in Motorsports

The world of F1 is a complex area of motorsports. With drivers worldwide attracting different audiences and advertising reaching far and wide, brands need to maintain a strong and consistent image. Public relations in F1 goes beyond maintaining a brand image and fostering meaningful relations and connections. It secures sponsorships, engages with fans, and, above all, is the engine that keeps F1 moving. 

About Shelby

Shelby is a senior majoring in Advertising/Public Relations with an emphasis in PR. This is her first semester being involved with GrandPR. Since December 2023, she has worked as the Social Media Intern for GVSU's Recreation and Wellness department. This fall, she will start a new internship for GVSU's career center as the Adult & Alumni Marketing/Social Media intern. After graduation, she hopes to work in motorsports as a PR or communications specialist.