The F1 juggernaut

Formula 1’s Unstoppable Rise: From Decline to Global Juggernaut and Media Powerhouse

At Web Summit Vancouver 2026, Ms. Toni Cowan-Brown, F1 & Tech Commentator, moderated a discussion with Mr. Rob Bloom, CMO of Aston Martin Aramco F1 Team, and Mr. Ahmed Iqbal, CMO of Cadillac F1 Team (addressed as Mehdi by the host). They explored Formula One’s incredible journey from a sport in decline, struggling with viewership and sponsorships, to a global “juggernaut.”

This resurgence was driven by a “perfect storm”: Liberty Media’s substantial investment and new strategic direction, the popular Netflix series “Drive to Survive,” and the pandemic. Increased demand for home entertainment, alongside the rise of TikTok and the creator economy, propelled F1’s global reach to 827 million viewers by 2025.

Mr. Bloom detailed Aston Martin’s decision to return to F1 after a 60-year hiatus. He emphasized F1’s unparalleled platform for demonstrating performance, perfectly aligning with Aston Martin’s ultra-luxury sports cars. The sport’s booming global presence, particularly in the US, presented an ideal opportunity for brand promotion and growth.

F1 now functions as a vibrant lifestyle brand, offering immersive fan experiences. Mr. Bloom highlighted the shift from simple logo placement to sophisticated 360-degree activation platforms. Aston Martin leverages its 100-year brand legacy to attract major tech partners, facilitating engagement through ESG programs and tech showcases. Commercial partnerships have increased 15-fold.

Mr. Iqbal discussed Cadillac’s strategic entry in March 2025, highlighting its unique advantage as a team built entirely from scratch. This allows fans to engage directly with the team’s development journey, with extensive behind-the-scenes content disseminated across modern digital and social media platforms.

Cadillac’s “brand new slate” approach enables highly customized partnerships, fostering deep collaboration rather than rigid templates. This strategy focuses on integrating partners’ unique heritage and values, such as ingenuity and determination, into compelling narratives, exemplified by their partnership with Jim Beam.

Both speakers affirmed F1 teams operate as sophisticated media companies. Aston Martin’s in-house AMR Creative studio, with diverse talent, functions as an internal agency, producing tailored content. Mr. Iqbal, from TikTok and Twitter, stressed adapting content for different platforms and audience segments to resonate with F1’s expanding, younger, and more diverse fan base.

The discussion concluded with AI’s transformative impact. Mr. Iqbal noted AI’s role as an optimizer for content creation, enhancing volume, velocity, and creative quality while reducing costs. It provides crucial insights for strategic content decisions and optimizes paid media strategies. Mr. Bloom added that F1’s technological frontier naturally attracts AI companies, using the sport as a “working prototype” to showcase innovation.