Brad Pitt in F1 may have been this summer’s screen star, now come and gone, but there’s an interesting backstory to Formula 1 racing that may not be so obvious: luxury logos have become integral to the racing circuit. Luxury brands have always been synonymous with F1, where winning for both the F1 circuit and luxe brands depends on a synergy of skill, seamless team coordination, and constant innovation.
F1’s prestige, defined by values such as excellence, precision, and endurance, aligns seamlessly with those of luxury and prestige. And LVMH’s 10-year partnership has given the elite sport a fresh makeover as the title partner for the first race of the season, where it unveiled Louis Vuitton Trophy Trunks.
Fast Track Luxury
LVMH’s 10-year partnership has given the elite sport a fresh makeover. Louis Vuitton was not only the title partner for the first race of the season but also unveiled Louis Vuitton Trophy Trunks for the podium celebrations.
Brands like Louis Vuitton and TAG Heuer recognize that F1 is a fast track to growth. The sport’s global fan base has surged 63 percent since 2018, reaching 827 million. Once rooted in Europe, F1 has gone mainstream in the U.S. with races in Miami, Austin, and Las Vegas and continues to accelerate in China, where fans now top 221 million, up 37 percent year over year.
This reach comes with the aura of exclusivity. As Anne-Flore Maman Larraufie, Founder of SémioConsult, observes, “The sport’s prestige, defined by values such as excellence, precision, and endurance, aligns seamlessly with those of luxury and prestige.” According to the 2025 Global F1 Fan Survey, 70 percent of Gen Z respondents see F1 as representing a status or image that appeals to them.
A New Generation of Fans
F1 was once dominated by an older, male audience. The emotional pull of the sport is reaching new audiences. The Netflix series Formula 1: Drive to Survive and the film F1 have transformed their fan base: 43 percent are now under 35 (vs. 30 percent in 2018), while women make up 42 percent of fans (vs. 37 percent).
Today, F1 has become the new cool for a new generation of fans. For example, Christian Louboutin launched a limited-edition Racing capsule collection to coincide with the Singapore Grand Prix 2025.
Beyond the Finish Line
A key game-changer is how fans interact with F1 both on and off the track. The line between sport and entertainment is increasingly blurred. The F1 experience is not just about who crosses the checkered flag first, but celebrity culture, blockbuster music performances and social media hype.
Dua Lipa at Monaco, Lisa of Blackpink in Miami, and Garth Brooks performing at the forthcoming U.S. Grand Prix are as much a part of the sporting event as the drivers. For younger fans, this integrated ecosystem drives engagement. In the U.S., 70 percent of Gen Z respondents engage with F1 content daily, especially through streaming and social platforms.
Beauty in the Fast Lane
For prestige brands, the F1 ecosystem extends into brand discovery and expression. According to the 2025 Global F1 Fan Survey, 58 percent of Gen Z fans consider fashion and style important in their F1 fandom. F1 has become a new runway, with Lewis Hamilton (41 million Instagram followers), a brand ambassador for Dior and Lululemon.
However, it is now female beauty brands that are making an entry onto the grid. As the influence of beauty influencers declines in the U.S., China, and Europe, F1 can be an effective channel to connect with existing and future customers. As Larraufie explains: “When these brands appear in such unexpected events, it creates surprise, curiosity, and ultimately greater awareness.”
British skincare brand ELEMIS is an early mover. As the Official Skincare Partner of Aston Martin Aramco Formula One Team, it has launched four skincare collections. Co-Founder & CEO Sean Harrington describes this partnership as “mirroring innovative skincare with high-performance cars” and delivering “immersive, sensorial experiences that redefine modern luxury for a global audience.”
Beauty brands are also embracing F1 Academy, the all-female racing championship. Netflix’s F1: The Academy has raised its profile alongside the growing popularity of women’s sports.
Charlotte Tilbury was the first beauty brand to sponsor the series, reinforcing its empowerment message through its Hot Lips icon and “Makeup Your Destiny” slogan on the Charlotte Tilbury-operated by Rodin Motorsport car. More recently, Red Bull Racing partnered with Anastasia Beverly Hills for its Academy program.
It’s a timely move. Women now account for three in four new F1 fans, with women aged 16-24 as the fastest-growing segment. The 2025 Global F1 Fan Survey reported that 42 percent of female fans are following F1 Academy.
The Finish Line
F1 is no longer just about racing, but a cultural ecosystem where luxury, fashion, beauty and entertainment converge. Its high speed of change is reshaping how brands tell stories, connect with audiences, and deliver influence.
Brands need to be ready to take the fast lane, as a new generation of fans is already growing up with Lego’s Formula 1 collection and the imagined sound of motorsport. For brand managers, this could be music to their ears.
