The 2025 season once again demonstrated how commercial partners in Formula 1 continue to evolve beyond branding visibility, delivering immersive experiences that connect teams, partners and fans both on-site and digitally. Across the calendar, several standout activations blended entertainment, innovation and social impact, helping define the business side of the championship. Here are five of last season’s most memorable initiatives.
LVMH Launches a New Era in Melbourne
The opening race of the season in Australia marked the debut of F1’s landmark partnership with LVMH. Louis Vuitton assumed title sponsorship of the Grand Prix, unveiling the new Trophy Trunk, while fellow group brands TAG Heuer and Moët Hennessy played visible roles across the paddock and podium ceremonies. The activation set the tone for a season where luxury positioning and sport intertwined more seamlessly than ever.
LEGO Drivers’ Parade Captures Global Attention
Miami delivered arguably the year’s most viral moment as drivers completed the parade lap in life-sized cars built by LEGO. Each vehicle required nearly 400,000 bricks, weighed around a tonne and could reach speeds of 20 km/h. Beyond the spectacle, the activation became F1’s most viewed TikTok content ever and one of the most successful digital campaigns in the sport’s recent history, resonating far beyond motorsport audiences.
Barilla Brings Italian Hospitality to Bahrain
At the Bahrain Grand Prix, F1 welcomed Barilla as an Official Partner with an activation centred on culinary excellence. Guests and paddock personnel were treated to cuisine curated by three-Michelin-star chef Massimo Bottura of Osteria Francescana, with former drivers Jean Alesi and Gerhard Berger among those in attendance. The event showcased how lifestyle and hospitality partnerships continue to expand F1’s premium experience.
Qatar Airways Elevates the Paddock Experience
Official airline partner Qatar Airways delivered multiple fan-facing moments throughout the season, from flying drivers and team principals to a major film premiere in New York to hosting over 170 complimentary haircuts in the Silverstone paddock with celebrity barber Sheldon Edwards. Later in the season, thousands witnessed a celebratory flypast above Lusail International Circuit, complemented by a preview of a new F1-themed aircraft livery designed in collaboration with Swizz Beatz.
Allwyn Highlights Community Impact
Not all standout activations centred on spectacle. Official partner Allwyn launched the F1 Global Community Award, distributing €100,000 grants across four host nations. Beneficiaries included Stichting HandicapNL, Girlstart, John Langdon Down Foundation and Green Our Planet, reinforcing F1’s growing focus on social impact beyond the racetrack.