F1-Themed Promotions Driving Engagement Online

Recently, F1 viewership has experienced record highs, with a global fanbase of 750 million people. This makes it the world’s most popular annual sporting series. The internet has played a huge part in making the sport what it is today, with various endorsements and connected promotions from other major brands.

The sport needs to keep leveraging the power of the online world to continue appealing to today’s internet generation.

Offers and promotions have become a crucial way to spark interest in anything these days, with internet users often discovering a passion for something because of incentives. Take the online casino market, for example. Thanks to bonuses such as free spins on sign up, players may end up discovering slot games they wouldn’t have thought of playing before. That’s because these free spins have to be used on specified games.

With sports deals, promotions work well too. A lot of the time, people may not even be thinking they need a new pair of trainers or a shirt. Then, when they see their favourite sports star wearing one, accompanied by a special discount from the company, it may then persuade them to buy. For example, Puma has collaborated with F1 for some time now, and often releases limited edition items to capitalise on certain races.

When F1 events occur, it’s the perfect time for brands to run promotions based on the races. These don’t just appeal to people who are already fans of F1 – they can also help to draw new viewers to the sport. For instance, if a regular user of a clothing brand sees a great garment related to F1, they may want to watch the sport to see which star wore it.

TAG Heuer is the official sponsor of the Monaco Grand Prix, and it timed the launch of three limited‑edition Monaco chronographs to coincide with the race in 2025. PepsiCo also initiated an F1 partnership with several of its leading brands, such as Doritos and Gatorade, and has run race-weekend promotions on these through social media contests and product campaigns.

There’s no doubt that the rise of F1 beyond the track has been thanks to clever digital marketing and connections with some of the world’s leading brands. According to recent financial reports, sponsorship revenue in F1 doubled between 2019 and 2024.

What’s notable is the fact that there are promotions and deals from all types of brands, from everyday companies to high-end companies. This means that a lot of diverse demographics are covered, opening up the sport to everyone.

F1 is setting a great example to other sports when it comes to the power of brand sponsorships and deals. Online promotions have enabled people to engage with F1 in new ways, and have helped more people discover the sport for the first time.