The third race of the 2026 Formula 1 season saw another enthralling weekend of action as the Aramco Japanese Grand Prix was won by Andrea Kimi Antonelli – his second victory of the year.
With rounds in Bahrain and Saudi Arabia cancelled due to the ongoing security risks in the region, there will not be another race until the Crypto.com Miami Grand Prix at the start of May.
F1 is a global sport but in activating in its respective markets, having the local touch is a requirement if a branding exercise is to hit home and Japan is arguably the best example of that.
Here, Sector picks the four standout activations from across the weekend that demonstrated how partners are using F1 races to engage fans, tell new stories and showcase their brands.
Bisen Aoyagi x VCARB
Visa Cash App RB went beyond a traditional one-off livery for the Japanese Grand Prix, building a culturally-led activation around a collaboration with Japanese calligrapher Bisen Aoyagi.
Unveiled in Tokyo as part of the Red Bull “Tokyo Drift” event, the design drew on shodo calligraphy and cherry blossom motifs, with the car, race suits and team kit all reworked into a unified white, red and silver identity inspired by Japan’s seasonal “spring” aesthetic.
The activation extended into the city itself, with the car touring Tokyo landmarks and Aoyagi creating live artwork for fans across race week, turning the livery into an ongoing cultural interaction rather than a static reveal.
By anchoring the launch in Tokyo and embedding a local artist into both the design and fan experience, VCARB demonstrated how teams can translate race-week branding into something culturally relevant, using Formula 1 as a platform for art, identity and audience connection in key markets.
Super Mario Galaxy x F1
The weekend saw the sport intersect with one of Japan’s most recognisable cultural exports, as the cast of The Super Mario Galaxy Movie arrived in Suzuka as part of a global promotional tour.
Film stars including Jack Black, Anya Taylor-Joy and Chris Pratt were present across the weekend, with the group embedded within the paddock and Ferrari garage as part of the activation. Black was also given the role of waving the chequered flag, placing the film directly into one of the race’s most visible broadcast moments.
The crossover highlighted F1’s growing alignment with global entertainment franchises, particularly in markets where gaming culture holds significant influence. By integrating the film’s promotional campaign into the race weekend itself, the sport extended its reach beyond motorsport audiences and into a broader, younger demographic.
It was also pointed out to Sector that having the Mario film promoted during a time when the sport’s top drivers are likening the new regulations to Mario Kart may have been ill-timed, but the activation nevertheless demonstrated how F1 is increasingly operating within a wider entertainment ecosystem.
DAN DA DAN x Williams
The Atlassian Williams F1 Team moved beyond traditional race-week branding in Japan by launching a three-way collaboration with Tokyo-based watchmaker UNDONE and anime series Dan Da Dan.
The activation centres on a full capsule collection spanning watches, apparel and fan merchandise, bringing together motorsport, fashion and Japanese animation in a single commercial offering. Developed through UNDONE’s in-house design lab, the products draw on both Williams’ visual identity and the anime’s distinctive aesthetic, translating F1 into something tangible for fans.
The collaboration builds on an existing relationship between Williams and UNDONE, evolving previous limited-edition watch releases into a broader lifestyle proposition that extends beyond timepieces into apparel and collectibles.
The activation aligned the team with one of the country’s most influential cultural exports, using anime as a bridge to reach younger and more global audiences while embedding itself within Japan’s creative economy.
Daikoku x Lewis Hamilton
Lewis Hamilton stepped outside F1’s traditional activation environment ahead of the race weekend in Suzuka with a surprise appearance at Yokohama’s Daikoku Parking Area, one of the country’s most iconic car meet locations.
Arriving unannounced in a Ferrari F40, the seven-time world champion placed himself directly within Japan’s grassroots automotive scene, engaging with fans and enthusiasts in a setting far removed from the controlled environment of the paddock. The moment quickly drew a crowd, with the appearance spreading rapidly across social media.
While not a formal partner activation, the visit demonstrated how F1’s leading figures can build cultural relevance by engaging with local car communities on their own terms, using authenticity rather than structure to connect with audiences.
Seen a specific activation you think we should cover? Let us know which one.
