The F1 Movie: Raising the Gold Standard of Sports Marketing

Remember when “Drive to Survive” launched and suddenly everyone was talking about Formula 1? It captured the sport’s thrill like never before, but fans still wanted more. “F1 The Movie” took that excitement further, delivering a blockbuster experience that brought both fans and newcomers closer to the heart of F1. It storytelling that built culture and created new ways for fans to connect and grow the sport. 

That leap was built on F1's unmatched commercial engine. No other sport matches its sponsorship power—a single team can earn more per deal than entire franchises in other leagues. In 2024, Mercedes-AMG Petronas, Red Bull Racing, and Scuderia Ferrari HP generated nearly $600 million from multi-year partnerships across different categories, with tech deals like Oracle–Red Bull and HP–Ferrari alone worth over $500 million. 

Furthermore, the movie converted F1's commercial dominance into a marketing masterclass—blending authenticity, storytelling, and brand integration across multiple touchpoints to create something that's never been done quite this way before. 

Let’s explore how the movie transformed F1’s marketing—blending intense racing action with innovative brand partnerships to connect with both die-hard fans and newcomers.  

How Formula 1 Became a Global Pop Culture Icon 

Netflix’s Drive to Survive significantly boosted Formula 1’s global popularity, especially among younger and U.S. audiences, by highlighting the sport’s rivalries and personalities. F1 The Movie built on that foundation by putting the sport itself front and center, showcasing its excitement as aspirational yet accessible entertainment. 

Unlike earlier sports movies like Moneyball and Rush that focus on drama over the sport itself, F1 The Movie  puts Formula 1 truly front and center. Rather than relying on additional theatrics, it showcases the sport’s natural excitement and complexity, demonstrating that F1 is compelling on its own. This approach deepens the sport’s cultural appeal and accessibility, elevating the storytelling beyond what was achieved by the Netflix series. 

Apple’s multimillion-dollar investment reflects this confidence. The movie’s immediate financial success — grossing $144 million in its first 72 hours, the strongest debut for an Apple original film and Brad Pitt —underscores the blockbuster’s cultural and commercial impact. At the centre stage is Brad Pitt, a Hollywood icon who called this role “one of the most extraordinary experiences” of his career.  

For sports marketers, the film illustrates that building fanbases today means crossing traditional sports boundaries and tapping into lifestyle, entertainment, and even tech sectors for wider appeal. 

Authenticity Is the Ultimate Engine 

The F1 movie nailed it by staying authentic from the start. They got filmmakers actual behind-the-scenes access to real Grand Prix weekends, garages, and racing teams. 

The filmmakers collaborated closely with Mercedes Team Principal Toto Wolff and Formula 1 legend Lewis Hamilton, who also served as a producer, to ensure the racing scenes felt genuine. They took six Formula 2 cars and modified them to look like modern Formula 1 vehicles, adapting them to safely carry multiple cameras and production gear without compromising performance. This approach allowed the film to capture real high-speed racing rather than relying solely on CGI or simulated footage. 

Brad Pitt and co-star Damson Idris underwent intensive training to handle these cars, with Pitt reaching speeds up to 200 mph. This hands-on driving experience added depth to their performances, allowing them to react naturally to the intense physical and mental demands of racing. The production was also filmed at real Grand Prix circuits including Silverstone, Monza, and Spa-Francorchamps, which brought authenticity recognized by F1 fans worldwide. 

Image source: Adweek 

While diehard fans appreciated the real locations and the film’s attention to detail, newcomers were given a vivid, immersive look at the sport’s high-octane speed and drama. This blend of realism and accessibility made "F1 The Movie" a compelling experience for both longtime followers of the sport and those newly introduced to the world of Formula 1. 

Joseph Kosinski, the director, shared in an interview with Formula1.com, the filmmakers filmed actual races, resulting in breathtaking footage and the unmistakable atmosphere of the F1 world. Fans could instantly spot the real locations and feel that adrenaline rush. This genuine approach built trust with audiences in a way that completely changed how they saw the film—it wasn't just a movie, it was F1 culture brought to life. 

For sports marketers, this highlights a vital lesson: authenticity resonates. Today’s fans crave real experiences, and brands that embed themselves genuinely—whether in storytelling or activations—build more meaningful connections. 

Product Placement in the F1 Movie 

Gone are the days when brand logos simply adorned billboards or uniforms. The F1 movie advanced brand integration into a narrative art form. Instead of superficial product placement, the film introduced a fully developed fictional racing team, APXGP, whose cars and suits featured sponsors like IWC, EA Sports, SharkNinja, and Expensify. 

According to SportsPro, this model generated an estimated $40 million in sponsorship revenue, exemplifying an evolving ecosystem where brands don't just appear; they become part of the storyline fabric, extending into video games and merchandise.  

It offers fans multiple touchpoints to engage—whether watching the film, playing the upcoming F1 25 game as APXGP, or wearing branded merchandise. For marketers, it’s a case study in creating immersive brand universes that move beyond traditional ads to culture-building experiences. 

Lessons for Sports Marketers 

The F1 movie offers a clear masterclass in modern sports marketing strategies that go beyond traditional branding. It shows the importance of creating immersive, authentic experiences that emotionally connect fans with real stories. Brands need to move past simple logo placements and become an integrated part of the narrative, adding genuine value naturally. 

The F1 set a new benchmark for how sports marketing can evolve globally. For marketers navigating the dynamic and complex landscape today, it’s an example of shifting from simple branding to creating cultural relevance—one thrilling moment at a time. 

At Zupotsu, we see the innovative marketing strategies behind "F1: The Movie" as a reflection of where sports marketing is headed. The film’s focus on delivering value across multiple platforms and stakeholders aligns perfectly with our mission to build dynamic, interconnected marketing ecosystems and storytelling throughout the sports industry. 

Zupotsu is a martech platform on a mission to ‘digitize’ sports marketing. Zupotsu enables the discovery, engagement, and evaluation (the ‘DEE’ framework) for every sports and esports marketing asset. Please sign up at www.zupotsu.com. Follow us on LinkedIn and Instagram. Reach out at ‘marketing@zupotsu.com’ for any queries.