Reigning Formula 1 world champion Lando Norris sealed his first win of the 2026 season with victory at the AWS Hungarian Grand Prix.
It was not only the McLaren Mastercard F1 Team who were celebrating in Budapest, however, as the Hungaroring toasted 40 years on the F1 calendar.
Here, Sector picks the three standout activations from across the weekend that demonstrated how partners are using F1 races to engage fans, tell new stories and showcase their brands.
Budapest x Hungarian Grand Prix
The Hungaroring’s 40th anniversary became a city-wide celebration as Budapest and race organisers worked together to extend the F1 experience far beyond the circuit.
Rather than confining the milestone to the Hungaroring itself, the anniversary was marked through a series of activations across the Hungarian capital.
An open-air exhibition charting four decades of the Grand Prix was installed in the city centre, while a specially branded Hungaroring sightseeing boat took to the Danube, combining one of Budapest’s most popular tourist attractions with the race weekend.
The campaign formed part of a wider effort to position the Hungarian Grand Prix as more than a three-day sporting event.
By spreading celebrations across Budapest, organisers encouraged visitors to engage with the city throughout race week, using F1 as a platform to showcase local culture and tourism while commemorating four decades of the event’s place on the calendar.
Hungaroring Corner Naming Campaign
The Hungaroring concluded a year-long fan engagement campaign during the Hungarian Grand Prix weekend by officially unveiling the permanent names of all 14 corners, marking the culmination of its 40th anniversary celebrations.
Rather than selecting the names internally, circuit organisers invited fans to submit and vote for suggestions throughout the year, encouraging supporters to help shape a permanent part of the Hungaroring’s identity.
The proposals were refined by a panel of motorsport figures and media representatives before the final names were revealed during a special ceremony attended by F1 drivers past and present including Lewis Hamilton, Nigel Mansell and Jean Alesi, who also left handprints that will become a permanent feature at the circuit.
The campaign transformed what could have been a routine anniversary into an extended fan engagement programme, generating conversation throughout the year before culminating in a high-profile launch during race week.
Rather than unveiling the corner names behind closed doors, the Hungaroring built a months-long engagement campaign that invited fans to help define the circuit’s future. The official reveal during the Hungarian Grand Prix weekend transformed a symbolic milestone into a participatory activation, creating a permanent legacy that extends well beyond the 40th anniversary celebrations.
Time Out Market x Alpine
The BWT Alpine F1 Team took its title partnership beyond the Hungaroring by transforming Time Out Market Budapest into a week-long city-centre hub for race fans.
Running throughout the weekend, the activation saw one of Budapest’s busiest lifestyle destinations rebranded in BWT Alpine colours, creating an off-site extension of the team’s presence at the circuit.
Visitors were able to get up close to a BWT Alpine show car displayed outside Corvin Palace, while the market itself hosted a programme of interactive experiences including a branded photo opportunity, personalised laser engraving of BWT Climate Bottles, exclusive merchandise and Alpine-inspired food and drink offerings.
The activation also featured appearances from drivers Pierre Gasly and Franco Colapinto, giving fans the opportunity to meet the pair away from the circuit, alongside live DJ sets, evening entertainment and screenings of qualifying and the grand prix.
Seen a specific activation you think we should cover? Let us know which one.
