We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are in double digits and both showing up in merch. You'll figure out whose when you tune in.
The season is giving safety car energy. Races start, then stop, then there's a five week break, and all anyone has is hot takes and rumour mills. But the lull gave us something useful, because when the sport can't sustain the conversation on its own between race weekends, that is a brand positioning problem worth talking about.
So that's episode ten. F1's brand positioning. Where it is, where it needs to go, and what happens if nobody does the work.
We get into what it actually means to reposition a brand that is simultaneously the world's fastest growing sport and one of its most expensive and exclusionary. How do you serve a Rolex audience while the fastest growing segment of your fanbase wants a Swatch? We go deep on the Swatch x AP drop as a masterclass in luxury accessibility, what diffusion lines and Marc by Marc Jacobs erasers can teach F1 merch strategy, and why a 40 pound handkerchief and a 111 pound beach towel are quietly telling new fans they aren't really wanted here.
We also get into what happened when F1 threw its first female fan viewing party in London and why the creator choices told the same story as the Apple Miami dinner. In and of F1. Still not the same thing.
Then we build out the actual fan funnel. What does awareness look like in 2026? What's the light touch offering that turns a curious person into a committed viewer? And what does a stage four CRM fan look like? Mordecai is a stage twelve. We are not worried about her.
Canada is finally on the horizon. Netflix is coming. IMAX screenings are happening. There are more access points than ever to bring new fans in. The question is whether F1 knows what to do with them once they arrive.
Like, subscribe and find us at @brandformulapod everywhere.
Lights out.
#F1 #Marketing #SportsMarketing #BrandPositioning #FemaleFandom #FanAcquisition #Sponsorships #BrandPartnerships #AppleTV #Netflix #CanadaGP #McLaren #Ferrari #BrandFormula
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