More Than a Movie: What the Formula 1 Film Means for American Brands
Whilst Formula 1 embodies international prestige, luxury, and intense high-speed drama, in recent years it has rapidly accelerated into mainstream American culture thanks to new U.S. races and the success of Netflix’s Drive to Survive. Now, with the release of the F1 movie starring Brad Pitt and Damson Idris, the sport is positioned for its most significant gear change yet.
The Premiere that Signalled a Cultural Shift
Outside of the film’s cast, the Premiere drew celebrities across industries including Jon Hamm, John Mayer, and Suni Lee, giving the audience the perfect blend of sport, film and fashion. One viral moment captured this crossover perfectly when Pitt paused an interview to congratulate Mercedes driver George Russell on his Canadian Grand Prix win, and the two comfortably shared a matching fashion moment. Shared on Russell’s Instagram, the clip racked up over 4.2 million views.
The trailer drop itself saw millions of views within 48 hours, trending across platforms including TikTok, YouTube, and X. Furthermore, crowds gathered for the exclusive screening, spilling into nearby streets presenting a scene more reminiscent of a Star Wars or Top Gun premiere than a sports film.
Why This Moment Matters and How Brands Can Capitalise
Just as The Last Dance reignited global interest in basketball, drawing in new viewers through engaging narratives and nostalgia, this film has the potential to introduce F1 to millions of new fans wanting to engage beyond the traditional motorsport audience. For brands this film presents an opportunity to ride the momentum to drive deeper engagement, creative storytelling, and lasting consumer impact.
1. Expand Reach, Deepen Relevance
Apple’s global reach and cinematic pedigree will ensure the film will reach audiences far beyond core motorsport fans. For brands, this means two things, greater exposure, and the chance to build more meaningful, emotional connections through stories on and off the track.
2. Lead with Authenticity
Shot during real race weekends, with full access to drivers and teams, the film delivered unprecedented access and the realism F1 fans can delight in. Whether it’s co-created content with drivers, real-time team access, or collaborative solutions with teams, fans want more than surface level sponsorships. They want authenticity, access, and storytelling they can connect with.
3. Treat F1 as a Cultural Canvas
Formula 1 has always been the perfect blend of fashion, tech, film and music – and now it has a truly global stage. From designer apparel in the paddock, to creator-led content and pop-up experiences, F1 is a canvas where brands can build campaigns that blend sport with style and innovation.
This moment isn’t just about a movie, it’s about the continued momentum of the ultimate sport and lifestyle platform. The brands that understand this shift won’t just gain visibility, they’ll have the opportunity to engage a far broader audience of fans, as they discover the F1 phenomenon.
At Bright, we see the film not just as entertainment, but as a signal of where partnerships, content, and culture are heading.
For brands ready to think differently and go beyond logos, contact Bright Partnerships.
