Charles Leclerc picked up his first victory of the season after winning the Pirelli British Grand Prix at Silverstone on Sunday.
With a record Formula 1 crowd, Silverstone and the British Grand Prix retains its place among the most attractive rounds of the championship for partners and teams to activate.
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.
Aston Martin Technology Forum
The Aston Martin Aramco F1 Team hosted its first Technology Forum at its Silverstone base on Friday, bringing together senior representatives from all ten of its technology partners ahead of the British Grand Prix.
CoreWeave, Zscaler, Cohere, ServiceNow, Cognizant, Cognition, NetApp, Xerox, Arm, and Eight Sleep were all in attendance for a day of panel discussions and media roundtables.
It represented the largest gathering of a team’s technology ecosystem to date – and, the team believes, the biggest collection of AI and computing partners anywhere on the grid.
Discussions centred on how artificial intelligence, machine learning, and high-performance computing are reshaping F1, with the team’s Commercial Technology Ambassador Eric Ernst walking attendees through the full partner stack, from Arm’s silicon foundation to Cohere’s sovereign AI capability.
The forum marked the launch of the AMR Network, a season-long programme designed to bring the team’s partners together around collaboration, commercial opportunity, and thought leadership – with a clear emphasis on creating an environment where partners can do business with each other.
Diddly Squat Farm Shop x Alpine
The BWT Alpine F1 Team partnered up with Jeremy Clarkson’s Diddly Squat Farm to supply British-grown produce to the team’s paddock operation across the grand prix weekend.
The activation has a straightforward geographical logic behind it – Alpine’s Enstone factory sits around six miles from Diddly Squat Farm in Chipping Norton, with Silverstone itself just 20 miles further up the road, making it one of the more locally grounded partnerships in the British Grand Prix paddock.
It is not the first time Clarkson’s commercial ventures have found their way into the Alpine garage.
His Hawkstone lager featured in the team’s podium celebrations at Monaco and Sao Paulo in previous seasons, establishing a recurring connection between the farm’s portfolio and Alpine’s race weekend culture and the tie-up forms part of a broader push to champion British farming and food production, using F1’s home race as the platform.
LEGO Group x Formula 1
The most ambitious activation yet from a partnership that has moved fast since its September 2024 launch.
F1 and the LEGO Group unveiled fully drivable minicars – one per driver, each carrying the correct 2026 team livery, colour, and driver number, as well as a special FIA edition for its President, Mohamed Ben Sulayem – that then took to the track for Sunday’s drivers parade.
It is the latest in a series of headline moments from a commercial relationship that has already produced LEGO-built race trophies at last year’s British Grand Prix, a drivable Cooldown Car in Las Vegas, and the 2025 Miami Drivers Parade – widely regarded as one of the most-shared pieces of F1 content of last season.
The Silverstone cars represent a significant production undertaking. Each minicar is built from more than 28,000 LEGO bricks, weighs approximately 280 kilograms, and is capable of reaching 25 kilometres per hour.
A team of 20 specialists spent more than 6,400 combined hours on their construction at the LEGO Group’s Kladno factory in the Czech Republic and, by Monday morning, the YouTube live stream of the drivers parade had amassed over 1.3 million views.
M&S x Silverstone
M&S took on title sponsorship of the main stage at Silverstone for weekend, with the retailer also confirmed as an official event supporter of the circuit across its broader events calendar.
The deal extends beyond the grand prix, M&S has signed a long-term agreement with Silverstone covering track days, hospitality, music, and entertainment events throughout the year, with particular focus on F1, MotoGP, and CarFest weekends.
The Silverstone platform gives M&S meaningful reach. Last summer’s British Grand Prix drew 500,000 fans across four days, with the main stage headlined this year by acts including David Guetta, Chase & Status, Richard Ashcroft, and James Arthur this year.
For a retailer with growing ambitions around experiential marketing, the volume and demographic of that crowd represents a significant activation opportunity, meanwhile M&S has existing F1 exposure through a separate partnership with Williams, making Silverstone a second point of presence in the sport’s home market.
Seen a specific activation you think we should cover? Let us know which one.
