Aston Martin F1: The new classic

Aston Martin F1: Pioneering the ‘New Classic’ and Captivating Gen Z at Web Summit Lisbon 2025

Mr. Rob Bloom, Chief Marketing Officer for Aston Martin Aramco F1 Team, highlighted Formula One’s dramatic growth in North America. He contrasted the 2012 US Grand Prix in Austin, where F1 was largely unknown, with the 2026 Miami Grand Prix, where its presence was undeniable. This transformation over 15 years underscores F1’s booming popularity.

This surge is attributed to “Drive to Survive” on Netflix, the F1 movie grossing over $600 million, and extensive social media presence, particularly on TikTok. F1 drivers now feature in advertising and fashion. The sport boasts 827 million global fans, with 40% under 35 and 40% female, an impressive demographic.

Mr. Bloom emphasized Aston Martin Aramco F1 Team’s role in driving this change, leading growth in fan engagement and commercial revenue, with a 15x increase in five years. He presented “Formula One is the new Hollywood” as a key insight, noting F1’s gripping narratives akin to classic story types.

The Aston Martin brand, founded in 1913 by Robert Bamford and Lionel Martin, embodies a compelling story of performance and luxury, consistently creating icons and enduring for over a century. This “new classic” philosophy signifies innovation and setting new standards. The 1000 dedicated individuals at the technology campus are central to the team’s success.

F1’s global footprint, with 24 races across five continents, creates vibrant ecosystems of lifestyle, music, fashion, and culture. Mr. Bloom’s second bold statement was that “Formula One was designed for a Gen Z consumer audience,” who seek relatable figures, creators, and personalities.

Aston Martin F1 actively engages Gen Z by pioneering collaborations with creators and telling stories through their unique perspectives. The team leverages platforms like TikTok through an official partnership, creating immersive experiences such as a Miami Grand Prix pop-up offering diverse activities like Pilates and hand massages.

Sharing values is paramount for Gen Z. Aston Martin F1 launched its Maker Mark ESG program in 2021, focusing on environment, community, and belonging, including initiatives like bringing F1 cars to children’s hospitals. The “I Am” program fosters co-creation through collaborations with diverse entities like Toy Story and The Rolling Stones.

Finally, Mr. Bloom declared Aston Martin Aramco F1 Team as “the most effective marketing platform in world sport.” It delivers immense visibility, with two billion cumulative views per season, building brands and creating new activation platforms for partners. An example was the 2025 Austin Grand Prix livery for Aramco, highlighting F1’s technology through STEM promotion and influencer collaborations.