The Formula 1 season continued at pace as the Heineken Chinese Grand Prix marked the second round of 2026, and the first sprint race of the year.
After the season-opener in Australia last week, heading to Shanghai offered a completely different proposition for the sport, teams and partners.
While Chinese brands might be limited within the F1 ecosystem, some partners saw the race in China as a chance to further their own footprint in the region.
Here, Sector picks the four standout activations from Shanghai that demonstrated how partners are using F1 race weekends to engage fans, tell new stories and showcase their brands.
LEGO x Shanghai Metro
LEGO brought F1 into the daily commute by transforming a Shanghai Metro train into a moving motorsport experience ahead of the race.
Running on Metro Line 11, which connects central Shanghai directly with the Shanghai International Circuit, the activation wrapped an entire train to resemble an F1 car travelling through the city. Inside, the carriages were redesigned to evoke team pit garages built from LEGO elements, creating the feeling that passengers were stepping into the paddock rather than a subway carriage.
More than 20 hidden Easter eggs referencing F1 culture were embedded throughout the train, encouraging fans to photograph and share their discoveries online for the chance to win prizes.
The activation formed part of LEGO’s wider “Build the Thrill” campaign and extended the race weekend experience beyond the circuit, effectively turning the journey to the Grand Prix into part of the show.
PUMA
PUMA brought race-week energy into the city with its “Beyond the Roar” motorsport pop-up during the Chinese Grand Prix.
Located at Shanghai’s Gate M retail complex on the West Bund, the installation recreated the look and atmosphere of an F1 pit lane, immersing fans in the world of the sport away from the circuit itself. The space highlighted PUMA’s partnerships with teams including Ferrari, McLaren and Aston Martin while showcasing motorsport-inspired apparel and collections.
The activation also featured fan engagement moments including appearances and livestream content involving Scuderia Ferrari HP driver Charles Leclerc, helping connect the brand’s motorsport heritage with local audiences.
By bringing F1 culture into a fashion-led retail environment, PUMA tapped into Shanghai’s race-week buzz while positioning motorsport as a lifestyle expression for China’s next generation of fans.
Disney x F1
F1’s partnership with Disney expanded to the Chinese Grand Prix as part of the “Fuel the Magic” campaign, blending motorsport with one of the world’s most recognisable entertainment brands.
At the Shanghai race weekend, Disney launched fan-zone retail pop-ups and themed merchandise collections, featuring Mickey Mouse and other Disney characters reimagined as Formula 1 racing fans. The activation included race-specific apparel and collectibles inspired by the Chinese Grand Prix, alongside appearances from Mickey & Friends in F1-themed outfits.
The campaign extended beyond the circuit as well. At Shanghai Disneyland, a specially branded Formula 1 show car featuring Mickey Mouse graphics was placed on display, linking the sport with one of the city’s most popular entertainment destinations during race week.
The activation forms part of a broader season-long collaboration between Disney and Formula 1 aimed at reaching younger and family audiences, using storytelling, merchandise and entertainment to expand the sport’s cultural footprint beyond traditional motorsport fans.
Shell x Ferrari
Shell used its long-standing partnership with Ferrari to create a fan engagement moment in Shanghai during Chinese Grand Prix race week.
The lubricant brand hosted a Ferrari-themed fan event in the city, bringing together motorsport supporters for a live experience built around the team’s presence in Formula 1. The activation blended Shell’s technical partnership with Ferrari with consumer-facing storytelling, highlighting the role the company plays in developing fuel and lubricants used by the team.
Fans were also treated to appearances and content involving Ferrari drivers, turning the event into a shared race-week experience rather than a traditional promotional campaign.
By translating a performance-focused technical partnership into a public fan activation, Shell demonstrated how Formula 1’s engineering relationships can be leveraged to create meaningful engagement in key automotive markets such as China.
Seen a specific activation you think we should cover? Let us know which one.
