As McLaren commandeered Trafalgar Square, LEGO-constructed trophies graced the Silverstone podium, and Harrison Ford revealed a fresh alliance with Glenmorangie, Formula 1 undeniably delved further into its burgeoning commercial wellspring during the British Grand Prix week.
Considering her function within F1, Emily Prazer would have been thrilled to witness the series surpassing Wimbledon in “activation,” especially with the esteemed grass court tennis competition unfolding concurrently, a mere stone’s throw away in central London.
This occurrence signifies the current state of affairs, providing additional validation of F1’s ascent as a commercial powerhouse, highlighted by the intense desire to engage with teams and their drivers during events and appearances separate from the actual race weekend.
Sponsorship within F1 now exceeds $2 billion, and with the addition of new partners spanning from LEGO to Louis Vuitton and Moet to Mickey Mouse, Prazer acknowledges F1’s advantageous position – while simultaneously emphasizing the necessity for continuous advancement during this pivotal juncture.
“I think we can stand behind what Chase [Carey, former Liberty Media CEO] wanted us to do five years ago, which was to turn every race weekend into a Super Bowl,” she told the James Allen on F1 podcast at Silverstone.
“In London it felt like the first time we’ve out-activated Wimbledon, walking around London was insanity. We had the Trafalgar Square with McLaren.
Lego Race Winners Trophies
Photo by: Glenn Dunbar / LAT Images via Getty Images
“There was also Williams, Aston Martin, ourselves – it was the first time, in the eight years I’ve been at Formula 1, I’ve seen more Formula 1 activity in central London, and on Instagram and on social and everything else that I’ve seen ever.
“It means that not just bringing in the likes of LVMH and Pepsi, the reality is that the teams are our biggest marketing platforms as it relates to engaging with the audience and taking over different cities.
“But the way that you see LEGO doing a watch party and LVMH are consistently helping us push boundaries…I think that the whole sport is stepping up across the ecosystem.
“We’re pushing each other. We bring in an LVMH and then you see McLaren or Aston Martin, et cetera, doing amazing deals. So I just think it’s where we are and we can’t take it for granted.
“We have to keep innovating and pushing the boundaries, but we all have leaders above us and amazing teams below us to help us get there. So I’m very excited about what’s to come.”
The most recent Global F1 Fan Survey, a joint venture between Formula 1 and the Motorsport Network, revealed that a significant 94% of all participants anticipate maintaining their engagement with the series five years into the future.
McLaren fans watch from a balcony during the F1 Grand Prix of Monaco
Photo by: Glenn Dunbar / Motorsport Images
“I think it was higher than all of us expected it to be,” admitted Prazer. “It means that we have to adjust our global marketing proposition to make sure that the future decision makers, who are all of those people, continue to remain engaged and excited.”
The excitement and drama of an unforgettable British GP coincided with the widespread theatrical success of F1: The Movie.
The summer blockbuster, featuring Brad Pitt, has achieved remarkable ticket sales, and Prazer is pleased to note that it is opening doors for new enthusiasts while simultaneously enabling F1 to refine its communication strategies with its fan base at what could prove a crucial moment as the 2026 regulation revisions take effect.
“I think it’s incredibly special. I think it takes the sport to the next level,” she added. “I think the soundtrack alone is something that we can reap the rewards off for many years. Like I say, it’s a lot of making sure that we continue the momentum, we convert the interest and make sure that we are talking to these people in the right way, explaining the sport going into 2026.
“One of the big propositions is making sure that we explain the regulation changes and the chassis changes. The racing is so good right now, and so we want to make sure that all of our fan base truly understand why we’re doing things like that, with explainer videos and what have you.
“The 2026 campaign is super exciting. We’ve got to get through this year and get to Las Vegas, which I am very excited. We’ve got tonnes of big surprises, as you’d expect. And continue signing sponsors that really do appeal to that generation.”
