Lando Norris secured victory in the final Heineken Dutch Grand Prix at Zandvoort as Formula 1 returned from the summer break.
The win secured back-to-back victories for the reigning world champion, although it was a tough afternoon for home favourite Max Verstappen, who crashed out early on in the race.
While Verstappen’s race was cut short, his presence was still an opportunity for some brands to activate around the Dutch Grand Prix.
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.
LEGO x F1 Academy
LEGO used the Dutch Grand Prix to bring its F1 Academy partnership to life through a distinctly Dutch creative execution, putting LEGO Botanicals’ Tulip Bouquet at the centre of a bespoke home-race package for driver Esmee Kosterman.
Kosterman’s LEGO Racing car received a special livery inspired by the Tulip Bouquet set, with tulips incorporated into the design alongside Dutch imagery.
The concept extended across her helmet and race suit, with the work led by Dutch LEGO Designer Ashwin Visser. LEGO then extended the idea beyond the car. Fans could build their own LEGO tulips, while a LEGO-built DJ booth featured during the F1 Academy grid walks and the three F1 Academy podium finishers received bespoke LEGO tulip bouquets.
LEGO turned a single product into a much broader race-week creative platform, connecting Botanicals, F1 Academy, a Dutch driver and the brand’s retail operation. The tulip theme made the partnership feel specific to Kosterman’s home race rather than another generic motorsport activation.
Red Bull x Sligro
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.
Royal Delft x Dutch Grand Prix
Royal Delft brought Dutch craftsmanship into the final race at Zandvoort with a bespoke collection of trophies created specifically for the race.
The fourth and final edition of Royal Delft’s Dutch GP trophies combined traditional Delft Blue ceramic craftsmanship with contemporary design and technology.
Dutch FashionTech designer Anouk Wipprecht created the winner’s and constructors’ trophies, incorporating electroluminescent technology, while artist and producer Don Diablo designed the second- and third-place trophies around Delft Blue landscapes and futuristic motifs.
The collaboration gave Royal Delft a platform to connect a distinctly Dutch cultural institution with the country’s biggest annual international sporting event, while the final race provided a natural endpoint for a trophy partnership that had run across four editions of the Dutch Grand Prix.
Rather than simply putting a logo on an existing trophy, Royal Delft used the final Dutch Grand Prix to create a bespoke collection that fused Dutch heritage with technology and contemporary design, turning a traditional sponsorship asset into a piece of the race’s identity.
Seen a specific activation you think we should cover? Let us know which one.
