F1: Much more than 20 “Rich Kids” racing expensive cars in circles

Formula 1 is coming to Brazil, and as someone who’s been in love with speed and sports since childhood, I can’t help but draw a parallel with marketing, and especially with the luxury market, an area I know up close.

There was a time when F1 was seen as an untouchable world, reserved for the rich and famous. It was an almost exclusive environment, where only those with coveted paddock passes had the privilege of witnessing what happened behind the scenes. But just like football went through a transformation when European newspapers like L'Équipe began revealing the drama and backstage of major clubs, Formula 1 followed the same path.

With Liberty Media's acquisition, Formula 1 adopted a more American-style business model, similar to the NFL. Netflix's Drive to Survive series humanized the drivers, offering viewers an intimate look into their lives. Suddenly, these drivers stopped being “just 20 rich kids” and became 20 personal stories audiences could relate to. It became a more emotional, engaging narrative, complete with heroes, villains, failures, and triumphs.

This shift gave F1 a whole new marketing dynamic. In the past, teams and drivers focused on selling luxury items associated with speed and professional prestige. Today, with a more humanized image, they market not just luxury products but an entire lifestyle. Powerful brands are now selling more than just cars, they're selling a full lifestyle package that includes jets, yachts, fashion, and even the drivers’ pets.

Teams have also embraced dynamic visual branding, adjusting car liveries, uniforms, and helmets to reflect sponsors, race locations, and business opportunities. This fresh approach has attracted brands outside the luxury segment, like Chrome, HP, Visa, Santander, and McDonald’s, all recognizing the value of Formula 1 exposure to a broader, more diverse audience. What was once a niche for elite consumers is now a multi-layered platform accessible to varied consumer segments.

This doesn’t mean luxury brands have lost their place, in fact, they've leveraged the sport’s expansion to gain even more visibility, increasing accessibility without sacrificing prestige. In recent years, several high-end brands have created entry-level products aimed at lower-income audiences, betting that these consumers will eventually become premium customers. After all, the person wearing a Ferrari t-shirt today might dream of driving a Ferrari tomorrow.

São Paulo is already feeling the effects of this popularization, with marketing activations targeting audiences across the board. Brands have taken advantage of the Formula 1 buzz to connect with the Brazilian public, from McDonald’s, which customized the facade of its 1000th store, to luxury hotels hosting exclusive rooftop parties in partnership with major brands. Activations are happening inside and outside the circuit, with 12 official major sponsors like Porto, Raízen, Claro, Qore DTVM, Mubadala, Amex, Heineken, Lenovo, McDonald's, Gerdau, Embratel, and Prevent Senior, plus many others in VIP areas and lounges. The marketing impact and promotion opportunities stretch far beyond the event itself.

Business owners and marketing managers should open their eyes to this opportunity and rethink any lingering prejudice against the sport, something I’ve witnessed among clients in the luxury sector. With F1’s growing visibility and reach, professionals working with campaign management, metrics analysis, and event planning now face a landscape full of opportunities for innovation in marketing and branding strategies. These chances are speeding by, and for many, they might just be the perfect moment to boost ROI and attract new audiences with smart, connected strategies.

Let’s keep an eye on this year’s case studies, to start planning ours for next season.