Lewis Hamilton won a historic and unexpected first victory for Scuderia Ferrari HP when he took the chequered flag for the MSC Cruises Barcelona-Catalunya Grand Prix.
As the Barcelona race is the first of two outings in Spain, with Madrid set to host the next in September, it presented an opportunity for partners to appeal to F1’s large cohort of Spanish fans while also capitalising on World Cup fever.
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.
Visa CashApp Racing Bulls FC
As the FIFA World Cup kicks off across the Americas, Visa Cash App Racing Bulls marked the occasion with its own football-inspired special livery and identity.
The livery drew inspiration from the visual language of football culture and was accompanied by a teamwear collection that channels the spirit of retro and contemporary football shirts.
A custom VCARB FC crest was also launched as part of the identity, bringing together the chequered flag and three stars in a nod to the three host nations of this year’s World Cup.
Drivers Liam Lawson and Arvid Lindblad were the faces of the campaign alongside three creatives from VCARB’s Creator Platform: fashion designer Hattie Crowther, graphic designer Florence Burns and photographer Ezra Alexander.
“With VCARB FC, we’re celebrating that crossover, bringing together the energy of both sports,” said Peter Bayer, CEO of VCARB.
“We’re also proud to give emerging talent the opportunity to help shape campaigns like this, bringing fresh perspectives that continue to push the boundaries in the world of F1.”
Fernando Alonso Land
As one of Spain’s most successful F1 drivers, the circuit promoters held a specific ‘Alonso Land’ that celebrated the career of Fernando Alonso.
The large entertainment area dedicated to the two-time world champion offered a wide range of activities and access to a grandstand at the circuit between Turns 8 and 9.
Fans received exclusive merchandise as part of the activation, including headwear and a flag. A mural of Alonso was also launched, providing a photo opportunity for fans to show their appreciation.
Kraken x Atlassian Williams F1 Team Fan Zone
Williams F1 team sponsor Kraken hosted a fan zone at the heart of Barcelona, near the historic Carrer dels Boters.
The free-to-enter event was open to the public in the build-up and throughout the race weekend, and gave fans the chance to see the drivers Carlos Sainz and Alex Albon, team principal James Vowles, and access exclusive merchandise.
Fans could also access the Krak App Zone, where they could win prizes in the reaction ring and take part in trivia games, as well as a gaming zone featuring F1 car simulators.
Franco Colapinto x Motorola
Franco Colapinto is a brand ambassador for the telecommunications company Motorola, and as part of its World Cup activations, it launched an ad campaign featuring the Argentine driver and its new foldable phone.
It is the first World Cup-specific partnership on the F1 grid, with Motorola being the official smartphone partner of the tournament.
The BWT Alpine F1 team driver could be seen unboxing a special edition World Cup version of the Razr Fold phone, highlighting its branding and custom features.
Seen a specific activation you think we should cover? Let us know which one.
