Formula 1 is the new global destination for major brand advertising and experiences.

Beyond the track, Formula 1 has consolidated its relevance as a new global exposure platform for major brands. With an estimated audience of over 1.5 billion people throughout the season and a presence in over 180 countries , the sport is becoming a major platform for marketing campaigns.

In 2024, the São Paulo circuit demonstrated this strength: the event generated R$1.96 billion in economic impact , a 14% increase over the previous year, and broke a historic record with 291,717 in-person spectators . Furthermore, the event generated an estimated media return of US$477 million (approximately R$2.58 billion at the current exchange rate).

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As a result of this scenario, many companies, from technology to finance, luxury to lifestyle, have increasingly invested in activations that go beyond logo displays at the racetrack. The focus is on building experiences that connect with the public.

Brands like Rolex, Heineken, Salesforce, and Amazon are already leading activations that integrate data and experiences within the event.

With the advancement of the segment and the release of the film “F1” , starring Brad Pitt and Damson Idris , the potential for engagement of advertising within the sport expanded even further.