The ‘Grand Prix Effect': How Motorsport Weekends Became The New Festival Circuit For Brands

Forbes

15-04-2025

VIP guests on the grid during the F1 Grand Prix of Japan at Suzuka Circuit on April 06, 2025 in ... More Suzuka, Japan. (Photo by Mark Sutton - Formula 1/Formula 1 via Getty Images)
In an era where experiences are the new luxury and culture is co-created between consumer and brand, motorsport has shifted gear. No longer just the preserve of hardcore petrolheads or elite hospitality guests, motorsport weekends are evolving into full-scale lifestyle festivals—complete with fashion, food, fan zones, and a fierce battle for brand attention.
The message for marketers? This is no longer a niche sport. It's a global, culturally rich, commercially explosive opportunity.
At its core, motorsport is theatre—high-stakes, high-speed storytelling with built-in heroes and rivalries. But today's fans want more than a seat in the stands. They want immersive, shareable experiences. Think music stages, curated food courts, fashion pop-ups, branded tech zones, after-parties. In Abu Dhabi and Las Vegas—two of the most strategically significant Grand Prix weekends—motorsport is now part race, part red carpet, part cultural moment.
Think music stages, curated food courts, fashion pop-ups, branded tech zones, after-parties. In Abu ... More Dhabi and Las Vegas—two of the most strategically significant Grand Prix weekends—motorsport is now part race, part red carpet, part cultural moment. Kylie Minoque waves the chequered flag during the F1 Grand Prix of Singapore at Marina Bay Street Circuit on September 22, 2024 in Singapore, Singapore. (Photo by Pauline Ballet - Formula 1/Formula 1 via Getty Images)
It's the same model that made music festivals such powerful brand platforms. Motorsport is simply now delivering its own headline acts—on and off the track.
The numbers are hard to ignore. Formula 1 alone now boasts over 500 million global fans, with the U.S. Grand Prix calendar expanding to include Las Vegas alongside Miami and Austin. According to FervoGear, the motorsports market is projected to grow at a CAGR of 10.5% through 2028, with Asia-Pacific and the Middle East leading the charge. Market Data Forecast names Saudi Arabia, Indonesia, and India as fast-rising players thanks to infrastructure investment, youth engagement, and a hunger for prestige events.
When Louis Vuitton delivers trophy trunks, TAG Heuer replaces Rolex as official F1 timekeeper, and ... More when race weekends are as well-dressed as Fashion Week, brands have more than a sponsorship—they have a style statement. The trophy male made by Louis Vuitton during the F1 Grand Prix of Monaco at Circuit de Monaco on May 29, 2022 in Monte-Carlo, Monaco. (Photo by Arnold Jerocki/FilmMagic)
It's not just automakers and energy companies taking up pole position. Yes, Ferrari, Shell, and Red Bull are still front and centre. But they're joined by luxury brands like Louis Vuitton, TAG Heuer, and HUGO BOSS, tech giants like Oracle and Salesforce, and fashion-forward collaborators such as Tommy Hilfiger, Puma, and K-Swiss.
These partnerships aren't accidental. Motorsport offers a rare convergence: global scale, elite performance, design culture, and aesthetic appeal. When done well, association delivers not just awareness, but aspiration.
And it works. As Creativebrief noted, brands that lean into the real culture of consumers—not just the optics—earn deeper loyalty. Motorsport isn't just becoming more visible; it's becoming more versatile.
From Lewis Hamilton's streetwear collection with Tommy Hilfiger to Ferrari's debut at Milan Fashion ... More Week, fashion and motorsport are no longer strange bedfellows. Apparel, footwear, and accessories inspired by the track are trending—and drivers are now full-blown cultural influencers. Tommy Hilfiger announces Formula One world champion Lewis Hamilton as global brand ambassador for Tommy Hilfiger Men's in London, England. (Photo by David M. Benett/)
From Lewis Hamilton's streetwear collection with Tommy Hilfiger to Ferrari's debut at Milan Fashion Week, fashion and motorsport are no longer strange bedfellows. Apparel, footwear, and accessories inspired by the track are trending—and drivers are now full-blown cultural influencers.
When Louis Vuitton delivers trophy trunks, TAG Heuer replaces Rolex as official F1 timekeeper, and when race weekends are as well-dressed as Fashion Week, brands have more than a sponsorship—they have a style statement.
Motorsport has long faced criticism for its lack of inclusion. But today, real steps are being ... More taken. The F1 Academy is giving female drivers vital opportunities. Extreme E mandates gender-diverse driver lineups. Rafaela Ferreira of Brazil poses for a photo as she is announced as the Visa Cash App RB F1 Academy driver for the 2025 season on October 29, 2024 in Sao Paulo, Brazil. (Photo byfor Visa Cash App RB F1 Team)
Motorsport has long faced criticism for its lack of inclusion. But today, real steps are being taken. The F1 Academy is giving female drivers vital opportunities. Extreme E mandates gender-diverse driver lineups. The We Race As One initiative and groups like Driven By Us are opening doors across engineering, operations, and content creation.
These are more than CSR checkboxes. They're long-term investments in widening the fanbase—and they're working. Younger fans, particularly in the U.S., Asia, and the Middle East, expect diversity to be built into the DNA of the sport. Brands who show up with purpose and presence—not just logos—stand to win big.
So how can CEOs and CMOs take the checkered flag?
This isn't a one-off trend. It's the arrival of what I call The Grand Prix Effect—a new kind of global event where the race is just the anchor. Everything else—the sound, the style, the social currency—makes it a magnet for culture and commerce.
Motorsport is no longer just an engine of adrenaline. It's an engine of influence.
Motorsport is moving fast—but it's not racing away from its roots. It's evolving. Embracing a more diverse, digitally fluent, lifestyle-hungry audience. And building a new kind of brand playground in the process.
This isn't just a moment. It's a movement. The Grand Prix Effect has arrived—and the grid is wide open.