The strategic direction of Formula 1 explained: Why the racing series is staging itself with ever new partners and who it wants to reach with them
McLaren on Trafalgar Square, Lego trophies on the podium, and Harrison Ford as a brand ambassador: around the 2025 British Grand Prix, Formula 1 demonstrated its ever-growing commercial potential and, according to Emily Prazer, even “trumped” the famous tennis tournament at Wimbledon.
As Prazer, commercial managing director of Formula 1, explains in the podcast “James Allen on F1,” sponsorship in the immediate vicinity of the racing series has now reached a volume of over two billion euros.
But Formula 1 does not want to rest on its laurels: the latest successes should be an incentive to continue working on its public image.
“Chase Carey told us five years ago: Every race weekend should feel like the Super Bowl. We still stand behind that statement,” says Prazer.
The British Grand Prix is the perfect example of this. “It was crazy,” says Prazer. “For the first time in the eight years I’ve been with Formula 1, I’ve seen so much Formula 1 activity in central London, and on Instagram and social media in general.”
And the teams are following suit: In addition to McLaren, Aston Martin and Williams also held their own PR events in England’s capital.
“This shows that it’s not just about getting partners like Louis Vuitton and Pepsi on board for Formula 1,” explains Prazer. “The teams are our biggest marketing platforms when it comes to reaching the audience. Then you see how the sport shifts up a gear at all levels.”
“But we mustn’t take this for granted; we have to continue to innovate.”
Survey results and film as motivation
The latest Formula 1 survey also gives Prazer and her colleagues cause for optimism: 94 percent of those surveyed said they intended to continue following Formula 1 over the next five years.
“I think this figure is higher than any of us expected,” says Prazer. “And that really means we need to adapt our global marketing to ensure that the future decision-makers – precisely these people – remain committed and enthusiastic.”
This ties in with the new Formula 1 film starring Brad Pitt, which premiered in theaters a few weeks ago. Prazer considers the project a great success: “It takes Formula 1 to a new level.”
How to keep the audience interested
And this level must be maintained when Formula 1 enters its new technical era in 2026. “We need to convert people’s interest and ensure that we communicate with them in the right way – especially with regard to the changes for 2026,” says Prazer. “It’s important that our fans understand why we are taking these steps.”
But until then, Formula 1 still has “a few surprises up its sleeve,” according to the commercial director of the racing series. She doesn’t say much more than that, only: “We will continue to bring sponsors like Pepsi on board – brands that are very popular with the younger generation.”
