All eyes were on Formula 1 as the 2026 season got under way at the Qatar Airways Australian Grand Prix, with Melbourne once again opening the championship in front of a global audience.
For the sport’s growing network of commercial partners, the season opener also represents one of the biggest opportunities of the year to bring sponsorships to life. With fans filling Albert Park and the city itself embracing race week, brands used the moment to create experiences that extended far beyond the circuit.
From fan engagement hubs and cultural collaborations to retail activations and purpose-led campaigns, the Australian Grand Prix provided a platform for companies to connect with audiences in a variety of ways.
Here, Sector picks four standout activations from Melbourne that demonstrated how partners are using F1 race weekends to engage fans, tell new stories and showcase their brands.
AirWallex x McLaren
Melbourne-based fintech Airwallex used the Australian Grand Prix to bring its McLaren partnership to life on home soil through the Airwallex Garage, a fan and customer experience held during race week.
The event brought together clients, partners and media in Melbourne alongside McLaren, offering insights into how Formula 1 teams operate under pressure and refine performance at the highest level.
Speakers included strategist Bernie Collins and commentator Sean Kelly, who discussed how elite teams manage decision-making and execution when every second counts, while McLaren driver and 2025 world champion Lando Norris shared his perspective on chasing marginal gains on track.
For Airwallex, the activation provided an opportunity to connect the high-performance environment of F1 with its own positioning in global payments, using the sport’s emphasis on speed, precision and constant improvement to reinforce its brand message during its home race weekend.
Axil Coffee x Audi
As Audi continued to build momentum ahead of its Formula 1 debut, the team used race week in Melbourne to connect with fans through a partnership with local coffee specialist Axil Coffee Roasters.
The collaboration saw the launch of a limited-edition Grand Prix blend, available across Axil cafés in the city in the lead-up to the Australian Grand Prix, bringing the Audi F1 project into one of Melbourne’s most recognisable cultural spaces.
Fans visiting participating cafés could also scan QR codes on in-store displays and takeaway cups for the chance to win an exclusive Audi track experience, creating a direct link between everyday coffee stops and the excitement of race weekend.
By tapping into Melbourne’s reputation as one of the world’s leading coffee cities, the activation allowed Audi to engage fans in an authentic local setting while introducing its Formula 1 programme to audiences beyond the circuit.
Tommy Hilfiger x Cadillac
Tommy Hilfiger used the Australian Grand Prix to introduce its partnership with the Cadillac Formula 1 team to fans through a city-centre retail activation at Melbourne Emporium during race week.
The pop-up space showcased the Tommy × Cadillac Formula 1 Team collection, giving visitors the chance to explore the new collaboration while also engaging with the sport through interactive elements including an F1 racing simulator.
The venue also hosted a series of fan-facing moments, including a live Q&A with Cadillac driver Valtteri Bottas alongside presenters Amy Pejkovic and Ben Hebbard, as well as entertainment from DJ Soju Gang.
By bringing the activation into one of Melbourne’s busiest retail destinations, Tommy Hilfiger created a race-week experience that blended fashion, entertainment and motorsport while helping introduce Cadillac’s new Formula 1 project to fans beyond the circuit.
In Her Corner x Australian Grand Prix Corporation
The Australian Grand Prix used race weekend to spotlight the ‘In Her Corner’ initiative, highlighting the role of women working in engineering across motorsport.
As part of the activation, Turn 6 at the Albert Park circuit was renamed to recognise two leading figures in Formula 1 engineering – Red Bull strategist Hannah Schmitz and Haas race engineer Laura Müller.
The initiative was led by Engineers Australia in partnership with the Australian Grand Prix Corporation, forming part of a wider campaign aimed at encouraging more women to pursue careers in science, technology and engineering.
With the 2026 race taking place on International Women’s Day, the activation gave the campaign a global platform, using one of the sport’s most visible events to celebrate the contributions of women working behind the scenes in Formula 1.
Seen a specific activation you think we should cover? Let us know which one.
