Formula 1 is experiencing a strategic transformation outside the tracks that have little to do with engines and a lot with storytelling, entertainment and pop culture. Partnerships with giants such as McDonald’s, Lego and Disney widened the desire for the racing category towards a younger, plural and more connected audience – and to establish itself as a global brand of lifestyle, as well as an elite sport.
In Latin America, the recent success of the combo “F1 – The Movie”, released by McDonald’s, is an example of this. Official F1 sponsor in the region, the network created a theme menu with two models of category-inspired miniatures-one stylized with the colors of McDonald’s and one in honor of the feature film. The result: the units were running out in less than a week. But the objective of the action goes far beyond the nostalgic appeal of toys or the promotion of the film.
“Formula 1 expansion plan aims at the young audience, focusing on families and children who may not even have a connection with motorsport. Through these brands, a sense of belonging is created. Even those who are not a fan can be hooked by the atmosphere and engage,” says Renê Salviano, CEO of Heatmap and sports marketing specialist.
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According to Salviano, the connection with large brands has two large pillars: range and conversion. “We want to spend less and do more. Measuring return, whether on institutional exposure or direct sales, is essential. Selling more and entering new markets must always be a strategic indicator,” he explains.
Lego and Disney
Lego is another weight name in this strategy. In May, the brand participated in the parade that precedes the Miami Grand Prix with functional cars mounted with its pieces and personalized with the colors of the F1 teams. The action went viral. But again, the intention goes beyond the visual impact.
“The approach of LEGO to the sports universe is strategic and based on consumer behavior. The sport emotionally connects brands and passionate audiences, as well as promoting important values. It is a direct bridge to dialogue with new generations and parents,” says Bruno Brum, CMO of End To End agency.
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In this same spirit, Formula 1 announced a global partnership with Disney from 2026. The agreement will include experiences, licensed products and joint activations with the image of Mickey Mouse – perhaps the most recognizable character in the history of entertainment. The idea is to unite two icons of world culture through creativity, innovation and narrative.
For Thiago Freitas, Roc Nation Sports COO, the sport offers something that no other form of entertainment can: the unpredictability with competition. “In the cinema, you have emotion once. In music, there is no winner. The sport has everything: narrative, tension, emotion, competition. And people are increasingly paying not for material goods, but for unique times. The sport will remain unbeatable in it,” he says.
Netflix
This path drawn by Formula 1 began to take shape with the success of the series Drive to Survivelaunched by Netflix in 2019. With behind-the-scenes access to the teams and pilots, the content turned the public’s perception of the sport and was responsible for rejuvenating it. Today, it is a reference and inspiration for other sports, such as tennis, which seeks to repeat the format.
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“F1 has hit by bringing backstage to the fan. This generates engagement, creates identification and makes everything more human. The reflection is in full race, more connected audience and record revenues,” says Fábio Wolff, managing partner of Wolff Sports.
The numbers prove: Formula 1 audience among fans up to 35 has grown 44% in the last five years, according to Liberty Media data. The average age of the fan of the sport has fallen from 36 to 32 years, and the number of children between 8 and 12 years old who follow the category in Europe and the US already exceeds 4 million. The participation of fans up to 25 years in the stands grew 21% between 2021 and 2022.
Ivan Martinho, ESPM sports marketing professor, stresses that the success of the series was the fuse, but the continuity of the work is what keeps F1 on the rise. “Liberty Media invests strongly in content for social networks, always adapted for each platform. This is the key to winning and maintaining new audiences.”
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By aligning its future with brands such as Disney, Lego and McDonald’s, Formula 1 makes it clear that its goal is not just growing in audience or sales-it is becoming a cultural brand, present in the imagination of children and adults as far beyond the tracks. After all, for new fans, F1 doesn’t have to start with a passion for speed. It can come from the toy, the snack or the drawing. The important thing is that the starting point leads to the finish line: engagement with sport.
