Amex Innovates Its Partnership With F1 By Upgrading To Global Sponsor
After signing a deal last year, the financial services company is focusing on holistic, experiential, and long-term strategies that create value for both the company and its consumers
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Formula 1’s fanbase is increasingly skewing younger, with 70% of its global audience under 35 years old. This demographic perfectly aligns with American Express’ fastest-growing customer segments—Millennials and Gen Z. By tapping into a sport that appeals to this age group, Amex is positioning itself as a brand for the next generation, using sports sponsorship to engage younger consumers and build long-term loyalty.
The partnership between Amex and F1 goes beyond traditional sponsorship. Amex cardholders enjoy exclusive perks such as pre-sale tickets, on-site activations, and premium fan experiences at races. This approach exemplifies how brands are now focusing on creating memorable, high-value experiences for their customers, which can enhance brand loyalty and differentiate them in the crowded payments market.
American Express' partnership with F1 spans multiple markets and integrates various elements of the racing experience, including on-track activations, co-branded merchandise, and unique fan engagements. This multi-faceted approach demonstrates how sponsorships today are evolving into comprehensive brand ecosystems, creating touchpoints across both digital and physical environments that offer year-round engagement, not just during event weekends.
The brand’s data-driven strategy ensures that its sponsorship decisions are backed by consumer insights. The fact that more than half of the tickets for the Las Vegas Grand Prix were purchased using an American Express card validates their hypothesis of aligning with F1’s global, younger fanbase. Other motorsport partners will likely follow this data-centric approach, where brands measure ROI not only through brand visibility but also through direct consumer behaviour.
Formula 1 is a global sport with a massive audience, and Amex is leveraging this platform to engage customers in multiple markets, particularly the Americas. By sponsoring races in key cities like Miami, Mexico City, and São Paulo, Amex strengthens its regional presence while simultaneously reaching a global audience. This dual focus highlights a trend where the collaboration aims to connect both locally and globally, maximizing impact.
American Express’ support of the F1 Academy, a female-only racing series, shows the company's commitment to promoting diversity and inclusion in sports. This partnership not only enhances brand perception but also aligns Amex with the growing societal push for gender equality. This has been a trend in the industry recently and we might see an increasing focus on initiatives that promote equality, diversity and inclusion (EDI), as consumers expect sponsor brands to advocate for social causes.
The fintech firm’s activations at the races, such as custom-designed car liveries and fan experience zones, reflect the growing importance of experiential marketing in sponsorships. Brands are shifting from passive logo placements to immersive, interactive experiences that allow fans to engage with the brand on a deeper level. This approach is setting a new standard in the sponsorship landscape, where the focus is on creating memorable experiences rather than mere visibility.
American Express' integration of music and pop culture into its F1 sponsorship—such as featuring celebrities like Camila Cabello—demonstrates how sponsorships are increasingly becoming hybrid platforms that blend sports, entertainment, and lifestyle. This cross-industry synergy is key for brands looking to appeal to diverse audiences and maintain relevance in a world where consumers expect more than just a product; they seek cultural experiences.
The partnership between these two entities marks the company's first significant expansion into a new sports vertical since renewing its NBA deal in 2013. This signals a growing trend where brands are willing to diversify their sponsorship portfolios to tap into emerging or high-growth sports markets. As F1 continues to grow in the U.S., other sponsors may follow suit, exploring partnerships in sports that are gaining new traction.
The multi-year, multi-market nature of the Amex-F1 partnership represents a shift toward long-term, deeply integrated sponsorships. Rather than short-term, event-specific deals, blue chip brands are now focusing on sustained engagement over multiple years to build stronger associations and lasting consumer relationships. In the future, we can expect more brands to opt for enduring, strategic partnerships that evolve alongside the sport and its audience.
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Today’s recommended podcast…
On this episode of the Business of Sport podcast, the hosts Charlie and Harry Stebbings welcome Claire Williams to the show. For nearly a decade, Claire served as the Deputy Team Principal of Williams Racing, one of the most iconic teams in F1 history.
Apart from breaking barriers in a male-dominated environment and navigating the requirements to perform at the highest level while fighting to keep her family’s team alive, my favourite bit is when she discusses the incident when Frank Williams turned down a $40m title sponsorship when he was in charge because he had another one for $50m.
She discloses if Formula One teams are worthwhile and valuable investment opportunities and if it is one of the most sought-after commercial and sponsorship assets in global sport. Enjoy listening!