Latest news with #F1GrandPrixofJapan
Forbes
15-04-2025
- Automotive
- Forbes
The ‘Grand Prix Effect': How Motorsport Weekends Became The New Festival Circuit For Brands
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.
Forbes
03-04-2025
- Automotive
- Forbes
Lewis Hamilton '100% Confident' Ferrari Will Turn Season Around
SUZUKA, JAPAN - APRIL 03: Lewis Hamilton of Great Britain and Scuderia Ferrari is interviewed during ... More previews ahead of the F1 Grand Prix of Japan at Suzuka Circuit on April 03, 2025 in Suzuka, Japan. (Photo by Mark Sutton - Formula 1/Formula 1 via Getty Images) Lewis Hamilton retains full confidence in Ferrari, despite a difficult start to the season. The Briton's first year with the Scuderia has been a mixed bag so far, as he finished 10th on debut in Australia and sixth in China, before being disqualified for a technical infringement. Hamilton won the sprint race after taking pole-position in Shanghai, but is already 35 points behind championship leaders Lando Norris. His teammate Charles Leclerc, meanwhile, finished eighth in Melbourne and was also disqualified in China after his car was found to be underweight. As a result, Ferrari has just 17 points after two races and it's already 61 points behind McLaren in the constructors' championship. But the seven-time world champion has backed the Italian team to put its struggles behind it. 'I saw someone said something about whether I'm losing faith in the team, which is complete rubbish,' Hamilton said in Suzuka, where the third weekend of the season begins on Friday. 'I have absolute 100% faith in this team.' Hamilton acknowledged his shock move to Ferrari increased the pressure on both him and the team, but insisted he did not expect to hit the ground running. 'There was obviously a huge amount of hype at the beginning of the year,' he continued. "I don't know if everyone was expecting us to be winning from race one and winning the championship in our first year. "That wasn't my expectation. I know that I'm coming into a new culture, a new team and it's going to take time." Hamilton joined Ferrari in January after 12 years with Mercedes delivered six world titles and one of the most dominant eras in the history of the sport. The Maranello-based team finished last season as the second-fastest on the grid behind McLaren, who won a first constructors' championship in 26 years by 14 points. SHANGHAI, CHINA - MARCH 21: Lewis Hamilton of Great Britain driving the (44) Scuderia Ferrari SF-25 ... More on track during practice ahead of the F1 Grand Prix of China at Shanghai International Circuit on March 21, 2025 in Shanghai, China. (Photo by) Ferrari last won the constructors' title in 2008, while its last drivers' championship came the previous season as Kimi Raikkonen beat Hamilton by a point. And the Briton acknowledged getting acquainted with a new car was not a simple process, particular in terms of learning the finer technicalities of his SF-25. In his 18-year career in Formula 1, the seven-time world champion has only ever driven cars fitted with Mercedes engines - first at McLaren and then at Mercedes. While Ferrari uses the same 1.6-litre V6 turbo hybrids engines as their competitors, the controls that manage the complicated recovery systems are slightly different for each team. "I was actually quite happy with how I've adapted in just those two races," he said. "I've definitely got a lot of work to do to make sure that it's better moving forward. 'It's just understanding the technical side of this thing, understanding all the tools that I have. It likes to be driven differently.' Hamilton's settling in process has also been complicated by a series of external factors. The 40-year-old was forced to miss a test in Abu Dhabi at the end of last year when drivers tried the new tyre designs in use this year. He then carried out private tests at Fiorano - Ferrari's private track in January - when he drove the SF-23, before driving this year's SF-25 in official pre-season testing in Bahrain in February. TOPSHOT - Ferrari's British driver Lewis Hamilton celebrates winning the sprint race of the Formula ... More One Chinese Grand Prix at the Shanghai International Circuit in Shanghai on March 22, 2025. (Photo by GREG BAKER / AFP) (Photo by GREG BAKER/AFP via Getty Images) The latter testing session, however, was cut short due to technical issues. 'Every other driver here [in Japan] got to do Abu Dhabi tests and try the 2025 tyre,' he continued. "I didn't. When we went into the race run in Bahrain, the car broke down, so I didn't actually get to do a long run on any of the tyres. "So, the sprint race [in China] was the first time I'd actually done a 20-lap stint on the tyre. "And then, in the race, it was the first time I'd ever tried the C2 [compound]. So, I was just learning that through the race. "You don't just put the tyre on and know what it's going to do. I definitely feel like I was starting to feel the onward effect of not being able to do the test at the end of the year."
Forbes
27-03-2025
- Automotive
- Forbes
Red Bull Racing Promotes Yuki Tsunoda, Demotes Liam Lawson
Yuki Tsunoda of Scuderia Visa Cash App RB celebrates finishing in 10th position with the team during ... More the F1 Grand Prix of Japan at Suzuka International Racing Course on April 07, 2024 in Suzuka, Japan. (Photo by) (Photo by) For over four years, Japan's Yuki Tsunoda has been the face of the junior Red Bull Formula 1 team, now coined Racing Bulls. After earning 30 points in 2024, the 24-year-old is set for the opportunity of a lifetime. Red Bull Racing announced that Tsunoda will immediately replace Liam Lawson, teaming up with reigning champion Max Verstappen under team principal Christian Horner's leadership. Lawson, who only made two starts for Red Bull Racing, will continue to race in Formula 1, taking over Tsunoda's former seat at Racing Bulls. Lawson made six starts for Racing Bulls in 2024, with two ninth-place finishes. Those strong runs elevated the New Zealander's stock, and he was tabbed to fill in the seat vacated by Sergio Perez. However, after two starts with Red Bull Racing, Lawson was significantly off from Verstappen's pace, qualifying 18th in Melbourne and 20th in Shanghai. Meanwhile, Tsunoda has been off to a fast start, qualifying an impressive five in Australia and ninth in China.
