# F1 Brands Compete for Younger Audiences

> Brands target Gen Z and millennials through Formula 1 events in São Paulo.
- Title: F1 Brands Compete for Younger Audiences · valorinternational
- Summary: Brands target Gen Z and millennials through Formula 1 events in São Paulo. F1 sponsors like American Express and Santander create experiences for younger…
- Keywords: sao paulo, american express, santander, nubank, ford, raizen, porto, heineken, lenovo, msc cruzeiros, mercedes, valorinternational
- Source: valorinternational — https://valorinternational.globo.com/business/news/2026/11/04/f1-brands-vie-for-attention-on-and-off-the-track.ghtml
- Published: 2026-11-04T22:00:00.897+00:00
- Read time: 1 min
- Topics: f1, sao paulo, american express, santander, nubank, ford, raizen, porto, heineken, lenovo, msc cruzeiros, mercedes
## Grand Prix Economic Impact
The 2025 Grand Prix generated R$2.3bn for São Paulo city economy, a 9.7% annual increase.

> The 2025 Grand Prix generated R$2.3bn for the São Paulo city economy, an annual increase of 9.7%, Foto: Etore Chieregini/AP
## Sponsor Strategy Shift
Brands target younger audiences ages 16 to 45 with high purchasing power.
## 400 Brands Involved
This year’s Brazilian Grand Prix involves about 400 brands, matching 2025 numbers.

> Event organizer MC Brazil Motorsport reported that this year’s Brazilian Grand Prix involves about 400 brands, matching the number in 2025.
## American Express Campaign
American Express created 'The Coffee Stop' with coffee, music, and Formula 1 experiences.

> American Express created a temporary space in São Paulo called 'The Coffee Stop,' open to the public this week on Faria Lima Avenue, combining coffee, music, and Formula 1.
## Santander's Fragments Collection
Santander launched 'Fragments' clothing with racecar components for exclusive pieces.

> Santander is combining motorsports with street fashion by launching its 'Fragmentos' ('Fragments') clothing collection, which incorporates racecar components into some exclusive pieces.
## Nubank's Mercedes Partnership
Nubank created Nubank House with simulators and Mercedes team items for younger audiences.

> Nubank created Nubank House, a free space at the Nubank Parque stadium in the Água Branca neighborhood, featuring simulators and historic items from the German team.
## Ford's Technical Partnership
Ford partners with Red Bull for hybrid power units in Austrian team cars.

> Ford’s strategy centers on connecting the racetrack with its dealerships. The automaker has a technical partnership with Red Bull to develop the hybrid power units used in the Austrian team’s cars beginning this season.
## Raízen's Shell Expansion
Raízen built the largest Shell structure at Interlagos with 2,100-seat grandstand.

> In the fuel and convenience-store segment, Raízen expanded the Shell brand’s presence with the largest physical structure the company has ever built at Interlagos.
## Key takeaway

F1 sponsors like American Express and Santander create experiences for younger audiences at São Paulo Grand Prix.