Hallo und willkommen,
first off: sorry for the delay. I was caught in Thanksgiving madness too. I hope you had an amazing holiday. But let’s go now:
My brother used to be a huge Formula 1 fan as a kid. Schumacher, Häkkinen, Räikkönen. And I caught the F1 fever too.
Then at some point, I just stopped caring.
But last weekend in Las Vegas changed that completely.
It wasn’t the race, it was everything around it.
The energy. The business. The branding.
And it made me realize something important for brands… especially today.
F1 isn’t just a sport.
It’s where culture pays attention.
Whether you sponsor it or not, it’s the place to generate attention, relevance, and brand buzz.
And here’s the interesting part:
you don’t even need a trackside activation.
If I were a brand, I would:
- bring 10 creators
- host a side event
- skip the overpriced influencer fees
- tap into the magnetism of F1
People want proximity to the experience.
Not another festival tent at Coachella.
But something happened that really stuck with me.
I ran into Derek Chang, CEO of Liberty Media, the company that owns Formula One. We talked about how they’ve built the brand.
One stat blew my mind: 50% of F1 fans watch at least one piece of F1 content per day.
In a world where everyone questions output, distribution, channel fatigue and audience fragmentation, this proves something simple:
Every impression counts.
It’s the flywheel of touchpoints world-class brands nurture.
That’s why F1 keeps winning.
And a quick thought on talent:
Most people try to take photos with drivers or celebrities. I’d rather talk to the people who shape culture from behind the scenes, like Derek.
People like that are the real rockstars to me.
One more highlight.
I met Gordon Ramsay in the paddock.
Not because he’s famous, but because he’s stayed relevant for decades.
Chef → TV → social → collaborations with creators.
That’s brand evolution.
Huge shoutout to Liqui Moly (especially Sebastian Zelger) for the invitation.
They’re a great example of how a brand can:
- reach decision-makers
- generate millions of impressions
- without spending it all on paid ads
- in the exact audience they want
Smart. Efficient. Targeted.
What does this all mean for brands?
Maybe the takeaway is simple: People remember moments, not marketing.
That’s it for this week.
Next week I’ll be at Art Basel, a completely different kind of experience.
Curious to see how brands show up there compared to F1.
See you next Friday ✌️
Benjamin
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