Formula 1 and how Branded Projects help the sport grow around the world

To a degree, the assessment is correct. The fly-on-the-wall that reveals the characters and drama beyond the high-speed races really helps people to connect to the action. Now, there’s an opportunity to continue to explore more branded projects if done the right way.

Formula 1 has done rather well to expand as an accessible brand over the last decade or so. However, one arena that it’s not yet dived into is one of the fastest-growing in the US and is already very well-established in Europe. That arena is online slots. The selection is loaded with unique creations, but it’s also a sector of entertainment that’s more than open to branded collaborations.

The Walking Dead has several slot titles, there’s a Stargate slot, and you’ll find official Sporting Legends games, like ones for AP McCoy and Ronnie O’Sullivan. Formula One could seamlessly fit into the ever-growing library of online slots. The key is to create an experience that immerses the player in the theme – in this case, race day – and to be inventive with in-theme features and payouts.

Doing this would create an authentic official F1 slot game. Perhaps a Drive to Survive slot with clips from the show would be an even better choice. Either way, authenticity is key, and it’s a lack of this that hindered the response to F1: The Movie. The 2025 release still managed to get over $633 million at the worldwide box office, but while the response was generally favourable, feedback was that it wasn’t realistic and seemed like a branding exercise.

As noted, the biggest selling point of Drive to Survive and what makes it so captivating is its authenticity. It’s real professionals competing at high stakes without a script or any ability to hide from the public. As this side of the sport is usually hidden, it makes for extra intrigue. The authenticity may not make for fans who’re incredibly immersed in the sport and know the ins and outs, but that doesn’t matter to the bottom line.

Of all of the people included as the new audience, a small percentage will become die-hard fans over time. Without the authentic advertisement of what’s going on behind the scenes, though, they may have never even engaged with the sport and opened that door in the first place. It’s other authentic avenues that have also helped to add to the massive F1 audience.

Detailed in this look at F1’s rise beyond Drive to Survive, there are other outreach platforms used by teams. McLaren Unboxed would get some 300,000 views on the video platform YouTube and featured the two McLaren drivers. It’s a way to let the stars of the show welcome the audience and get them comfortable with the goings on of the sport. After all, knowledgeable viewers are much more likely to become long-term fans.

F1’s entertainment outings have proven a desire to push into new areas and try new things. To continue to grow, the sport should continue down this path, but veer more towards making authentic new products rather than flashy showpieces.