F1 Brands Compete for Younger Audiences

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.”