Brand Formula: An F1 Marketing Podcast

Monaco GP | Mercurial Monaco & Brand Kimi

We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are one dozen episodes deep, recording straight off the back of a Monaco that gave us everything. Chaos, strategy, red flags, DNFs, speed penalties, Lewis and Toto on a podium, and a 19-year-old winning five in a row at a race that hadn't seen an Italian winner since before he was born. Monaco was Mercurial. We open on the race itself, Kim Kardashian handling the paddock with grace, Charles Leclerc committing to Ferrari for the long haul at his home race, and Toto Wolff stepping onto a podium for the first time in a decade. That last one said more than any press release could. Then we get into Brand Kimi. We break down the three pillars quietly building one of the most compelling driver brands on the grid right now, and why what makes it special is almost entirely what Kimi is not doing. He goes dark on social during race weekends. He doesn't chase sponsorships. He didn't build his brand. People built it around him, starting with a Netflix documentary that began shooting before he ever turned an F1 lap. And now he is five wins in and leading the championship at 19 years old. We talk about the worker athlete racer pillar that earns him respect from Lewis and Max in a way we genuinely have not seen between those two before. The youthful playfulness and humility that a sport full of managed personas keeps trying to sand down in its younger drivers. And the Italian identity pillar that makes him a brand ambassador for an entire country whether F1 knows what to do with that or not. Spoiler: they left him off the Imola poster. We also get into what it means that the people telling the best brand stories in F1 are increasingly the ones running the teams. Bradley Lord going from chief communications officer to deputy principal at Mercedes. Luxury fashion houses promoting their CCOs to CEO. Story-first leadership is becoming the formula and we are not surprised. Ollie Bearman gets a mention. Not everyone on the grid has been allowed to be a kid. That matters more than it sounds. Barcelona is next. Lucky episode thirteen incoming. Like, subscribe, and find us at @brandformulapod everywhere. Lights out. #F1 #Marketing #SportsMarketing #MonacoGP #KimiAntonelli #BrandKimi #CharlesLeclerc #Ferrari #Mercedes #TotoWolff #DriverBranding #BrandStorytelling #FemaleFandom #BrandFormula Hosted on Acast. See acast.com/privacy for more information. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Canadian GP | Popularity Contests, Icons Only, End of Pay to Play Drivers?

We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back and they needed this race. Three formation laps, McLaren betting on rain that never came, records broken, and a 19-year-old making Max Verstappen hug him on the podium whether he liked it or not. We are healed. Kimi on the podium with Lewis and Max felt like watching history be made in real time. We talk about what that moment meant, why Carmen Hamilton needs to be on every private jet this season, and why Kimi's decision to stay off social on race weekends and just win instead is quietly one of the most sophisticated brand plays on the grid right now. Then we get into the popularity contest that F1 is becoming, and what happens when a driver's cultural capital starts mattering as much as their lap times. Is the pay-to-play era dying? We look at Lance Stroll finishing 15th at his home race (2nd to last of drivers that finished), and ask what it actually costs Aston Martin to have him in that seat. Not just financially. Reputationally. Because the I AM brand work they are doing is genuinely excellent and the experiential strategy is one of the smartest on the grid. How long can great marketing carry a driver who isn't building a story? We want Jak Crawford. We get into the divide between champion sport and creator sport, and what Ovie Soko going on Love Island has to do with any of this. Montreal gets its flowers. Fan-led, walkable, city-wide, and genuinely accessible in a way Miami simply wasn't. Someone honey-water their bagels and they get it right every time. We close on Gucci x Alpine. The AI renders are everywhere. France would effectively be off the grid. Neither of us can fully explain it and we are going to need a whole separate episode when it actually happens. Monaco is next. Elyssa is manifesting. We are saying nothing more. Like, subscribe, and find us at @brandformulapod everywhere. Lights out. #F1 #Marketing #SportsMarketing #CanadaGP #KimiAntonelli #LanceStroll #AstonMartin #Alpine #Gucci #LVMH #DriverBranding #BrandPositioning #FemaleFandom #BrandFormula Hosted on Acast. See acast.com/privacy for more information. ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

We Need A Race | Can F1 be a Swatch?, Charles's $100 Towel, & Dashboard Dreams

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 ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Miami GP | IRL in Miami, Kimi’s Water Fight, Mates with McLaren & Female Fandom (Pt 2) Retention Tactics

We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back for episode nine. It is so great to have a race weekend again, so much so Elyssa went to Miami. In this episode, we debrief the fan experience in Miami and talk solutions to the needed acquisition funnel for female fans. What does it actually look like to experience an F1 race weekend in the host city when you don't have a race ticket? Elyssa spent the weekend at fan activations, brand events, and the McLaren thousandth race experience at Regatta Harbor. She also ended up at the Ritz-Carlton the morning of sprint qualifying watching all the B2B marketers head to the race. The verdict on Miami? Quieter than expected. More B2B conference than fan festival. Salesforce showed up with a hundred clients. The empty seats during qualifying told a story all of their own. But Cadillac came with reggaeton, a low rider, a hair touch-up station, and a genuine understanding of where they were and who they were talking to. Someone over there gets it, and we think we know who. We also get into Apple's big Miami moment. The pre-show, the post-race POV, IMAX screenings, Suzy Wolf's book launch at the Apple Store, and the dinner caption that briefly broke the internet. In and of F1 are not the same thing. Whose dinner was it really? From there we go deep on the question this whole season keeps circling back to. Female fandom in F1 is at 50% and growing. So why does almost every retention tactic still feel like a photo booth and a nail station? We get into what an actual acquisition funnel for female fans looks like, what brands are missing by going for the glossy creator moment over the long-term relationship, and what F1 could learn from the Kentucky Derby, the London Marathon, and a CRM trigger. We also share our first Brand Formula IRL news. Silverstone viewing party with The Sunday Society girls at Soho House is happening. UK-based listeners, come find us. Like, subscribe, and follow us at @brandformulapod everywhere. Lights out. #F1 #Marketing #SportsMarketing #MiamiGP #FemaleFandom #BrandPartnerships #Sponsorships #McLaren #Cadillac #AppleTV #FanExperience #SportsMarketing #BrandFormula ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Spring Break | Regional Brand Formulas, America's F1 B2B Marketplace, & Bienvenidos a Miami

We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back for episode eight and race weekends are back. Elyssa is packing sunscreen and a rain poncho and heading to Miami. Mordecai is 3,000 miles away and absolutely fine about it. This episode we go wide. Really wide. We are talking about the brand formulas that makes a host country or city actually worth the investment, and what F1 does to a territory's economy, perception, and global standing when it shows up. Turkey is back on the calendar and the story of how they got there tells you everything about how modern F1 host deals actually work and why Lewis Hamilton racing in Africa before he retires is not just a dream, it is an obligation. Then America. Sixty years. Ten venues. One race held in a car park at Caesar's Palace. It took Drive to Survive, a Taylor Swift headline set, and a lot of capitalism to finally crack it. Now there are three US races, an Apple TV deal, and an 800 million dollar Brad Pitt film. We break down how the US went from F1's biggest miss to its most lucrative market, and why the secret formula there is less fandom and more B2B. The paddock club is not a fan experience. It is a sales meeting with better canapés. Elyssa reports en route to Miami on what brands are actually doing on the ground, from a $3,000 Amex supper club to a free McLaren x Sega fan weekend to a full yacht club built inside the track. Plus Sephora in the Paddock Club. We have thoughts. We close on Europe. Monza, Silverstone, Monaco, and the question of whether Madrid can deliver the three to four X economic multiplier they are promising when the new street circuit debuts. Like, subscribe, and find us at @brandformulapod everywhere. And if you are in Miami this weekend and can get Elyssa a ticket, you know where to find her. Lights out. #F1 #Marketing #SportsMarketing #Miami #MiamiGP #BrandPartnerships #Sponsorships #HostCities #F1America #Monza #Silverstone #Madrid #FemaleFandom #Sephora #BrandFormula ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.