Branding lessons from Formula 1

If it feels like everyone is suddenly talking about Formula 1, you’re not imagining it. F1 has become a global phenomenon, thanks in large part to its clever reinvention as a brand. The Netflix series Drive to Survive played a big role, lifting the curtain on the drama, rivalries and personalities behind the world’s fastest sport. Captivating a new generation of fans, sponsors and collaborations that have transformed F1 from a flagging motorsport into a pop culture powerhouse.

F1 is now the fastest-growing annual sporting series globally, with over 750 million fans worldwide and women making up 41% of that audience—the 16–24 age group being the fastest-growing segment. The sport’s efforts to engage a broader audience, including the launch of the all-female F1 Academy series, have accelerated its appeal among female fans like never before.

At its core, Formula 1 is a masterclass in branding. From the slick team liveries and bold driver merchandise to the high-end partnerships and immersive event experiences, everything is designed to build loyalty and emotional connection. It’s no surprise luxury brands like TAG Heuer, Louis Vuitton and Moët Hennessy align themselves so closely with the sport. You know you’ve made it in the product placement world when one of the first things the winners reach for at the end of the race, with the world’s cameras firmly fixed on their every move, is their sponsored watch, costing more than the average Aussie household.

HP logo placement game on point.

Lego F1 cars in action.

And now, LEGO has joined the grid. In a multi-year sponsorship deal reportedly worth US$50 million, LEGO became an official partner of Formula 1 earlier this year. The collaboration launched with a jaw-dropping moment at the Miami Grand Prix, where LEGO unveiled life-size F1 cars built entirely from LEGO bricks—over 4 million bricks in total. The activation was part spectacle, part storytelling, and full proof of F1’s ability to stretch the brand across generations and mediums, from luxury timepieces to childhood icons.

Closer to home, there’s one name we’re watching with pride: Oscar Piastri. The young McLaren driver from Melbourne has burst onto the global stage with composure, speed, and maturity well beyond his years. His calm, understated approach and relentless focus are already becoming key parts of his personal brand. As his career accelerates, Piastri has the potential to become not just a world-class driver, but a brand in his own right.

The Formula 1 story is a reminder that branding isn’t just about logos or colours—it’s about narrative, consistency and experience. In sport, as in business, the brands that stand out are the ones that invite people into their world and give them something to believe in.