Formula 1 has become more than just a motorsport—it's a global cultural phenomenon with one of the most passionate and rapidly growing fanbases in the world. In this dynamic panel, we’ll explore how brands can harness the power of F1 fandom to drive meaningful connections with consumers and unlock brand growth.
Featuring McLaren Racing CMO, Louise McEwen, Hilton CMO, Mark Weinstein, the BBC’s co-presenter of the Chequered Flag, Harry Benjamin, and iProspect CEO, Liz Rutgersson, this conversation will delve into the evolving F1 marketing landscape and how brands can leverage the sport's global appeal, from immersive TV broadcasts and the Netflix hit Drive to Survive, to race-city activations, podcasting, social media engagement, and more. We’ll take a deep dive into Hilton’s success story—highlighting how the brand has driven growth and customer engagement through its McLaren partnership—and examine broader trends for tapping into the F1 potential across categories.
Moderated by: Liz Rutgersson, CEO, North America, iProspect
