American Categorical (Amex) and Formulation 1 have introduced an thrilling new multi-year sponsorship settlement that elevates their current partnership from a regional focus within the Americas to a worldwide scale. This growth makes Amex an Official Companion of Formulation 1 throughout each continent the place F1 races, together with Australia, Asia, Europe, the Americas, and the Center East.
Elizabeth Rutledge, Chief Advertising and marketing Officer at American Categorical, expressed her enthusiasm for this subsequent section:
“We’re thrilled to develop our relationship with Formulation 1, constructing on the robust momentum of the sponsorship within the Americas over the previous yr. This demonstrates yet one more method we’re constantly enhancing the worth of American Categorical Membership for Card Members around the globe. With over 300 million followers aged 18-34 worldwide, F1 continues to develop in recognition and as a ardour space for Millennials and Gen Z—American Categorical’ quickest rising buyer phase.”
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This new world alignment between Amex and Formulation 1 showcases the corporate’s dedication to providing unique advantages and unforgettable experiences for its cardholders and aligns with the expansion of F1’s world fanbase, significantly amongst youthful demographics. The collaboration emphasizes the growing worth of sports activities sponsorships as a strategic engagement device for Amex’s Millennial and Gen Z buyer base.
Emily Prazer, Chief Business Officer at Formulation 1, added:
“American Categorical has been a unbelievable associate to Formulation 1 within the Americas and as a supporter of F1 Academy. I’m delighted that they’ve expanded their relationship with us to turn into an Official Companion. We stay up for working with Amex to boost the expertise of Card Members at our races and showcasing Amex perks to our current followers all over the place we race.”
As a part of the expanded sponsorship, Amex will proceed to curate premium fan experiences at choose F1 races around the globe. Card Members will get pleasure from unique entry to presale tickets, premium seating at Paddock Membership™ and Grandstand sections (at choose races), and particular hospitality packages, reinforcing Amex’s mission to ship world-class leisure advantages.
For 2025, American Categorical has introduced on-site perks for Card Members at numerous prestigious Formulation 1 races, together with:
- Melbourne, Australia (March 14-16)
- Shanghai, China (March 21-23)
- Suzuka, Japan (April 4-6)
- Imola, Italy (Could 16-18)
- Monaco (Could 23-25)
- Barcelona, Spain (Could 30-June 1)
- Montreal, Canada (June 13-15)
- Silverstone, UK (July 4-6)
- Zandvoort, Netherlands (Aug 29-31)
- Monza, Italy (Sep 5-7)
- Singapore (Oct 3-5)
- Austin, Texas (Oct 17-19)
- Mexico Metropolis, Mexico (Oct 24-26)
- Sao Paulo, Brazil (Nov 7-9)
- Las Vegas, Nevada (Nov 20-22)
As an illustration, on the upcoming FORMULA 1 GRAN PREMIO DE LA CIUDAD DE MÉXICO 2024 (October 25-27), Card Members will obtain complimentary Amex® Race Radios to get pleasure from dwell commentary from across the observe. The Amex Fan Expertise area will even function interactive alternatives resembling customized livery design, F1-themed trivia, and a driver intro video recording sales space, alongside unique giveaways. This distinctive fan engagement can be out there on the FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX 2024 (November 21-23), which will even embrace a Trackside Lounge within the East Harmon Zone for Card Members to order particular entry (with restricted reservations out there).
Amex’s help extends past the observe, particularly in its sponsorship of F1 ACADEMY, the all-female racing collection launched by Formulation 1. As one of many first non-motorsport manufacturers to again F1 ACADEMY throughout its inaugural 2023 season, Amex stays dedicated to empowering ladies in motorsport, reaffirming its partnership with the collection as a part of this new world sponsorship.
This expanded collaboration with Formulation 1 highlights American Categorical’ broader technique to boost its portfolio of world sports activities and leisure sponsorships, which spans basketball, tennis, golf, music, theatre, and extra. By providing its Card Members unrivalled entry and distinctive experiences, Amex continues to place itself as a pacesetter in delivering extraordinary worth by its partnerships worldwide.
