With F1: The Movie out this month, Formula 1 is stepping into bold new territory – blending high-speed sport with Hollywood spectacle.

But this isn’t just a flashy crossover. The data tells us it’s a perfect match.

dentsu Sports Analytics’ research reveals 81% of F1 fans in the UK and 76% in the US say they’re interested in films and cinema – ranking it as their top non-sporting passion.

F1 fans are also more likely to head to the cinema regularly and see films as soon as they’re released compared to the general population. It’s clear that cinema is a natural home for F1 storytelling.

And there’s another layer here: while F1 fandom still skews male (around 60:40), film audiences are much more balanced – 50:50 in the UK and even more female-skewed in the US. Just as Drive to Survive opened the sport up to a broader audience, this movie has the potential to bring even more people into the F1 universe.

So beyond the hype, this film raises some big questions…

How does F1 continue to evolve?

How can brands show up in this moment?

And what does this tell us about the future of sport and entertainment?

To dig into it, we brought together a range of voices from across MKTG and dentsu Entertainment’s global network – a mix of people working directly in Formula 1 with brands and sponsors, as well as passionate fans and experts in the world of sport, culture and entertainment marketing.

This piece captures their reflections on what this cinematic moment really means – for the sport, for brands and for the people who follow it.

How do brand integrations in F1: The Movie compare to traditional sports sponsorships?

Ed James, SVP Sponsorship & Consultancy, MKTG

F1: The Movie is arguably a brilliant ‘sportainment’ execution. Traditional sponsorship in the F1 space has historically leaned more into marketing brands and products and the better of these sponsorships have found a strategic role within F1. What F1: The Movie does brilliantly is integrate brands and products into the film’s narrative. The film does not just feature brands but builds its story around them, turning brand integrations into leading characters.

Heineken 0.0’s integration into F1: The Movie and the narrative around normalising moderation is a great example of amplifying a strong brand positioning and being socially relevant on the big stage.

Will Saunders, Vice President F1, MKTG

I’ve worked on both sides; traditional sponsorship and helping a brand activate around Apex GP, the fictional team in the movie. What blew me away was how it didn’t feel like product placement. It felt like negotiating a real F1 team deal. We had deliverables, integration points written into the script, even approvals on how the product would show up. It was a fireworks moment – short and explosive, not the slow burn of a season-long sponsorship.

But once that content’s out in the world, you lose control. There’s no final cut approval, you just trust the context you’ve helped shape.

Dan Discenza, Global Director, Film & TV, dentsu Entertainment

Our work through the dentsu entertainment team on F1 the Movie for dentsu X client Take 5 validates our producer-led approach.

Nearly two years ago was my first call on this movie with Bruckheimer films. The early access and trust with the producers allowed us to identify the perfect integration moment that spoke to Take 5’s messaging.

That led to incredible value for the brand and evolved from an integration to an omnichannel platform partnership spanning TV, Radio, sweepstakes, instore, social and even a music video integration into Ed Sheeran’s original song for the film, Drive.

Camila Grasso, Senior Director, MKTG

In contrast to traditional sponsorships, which mainly rely on visual placement and team performance during live events, brand integrations in F1: The Movie go beyond traditional sports sponsorships by directly integrating brands into the plot, characters, and fictional team environments. This allows for immersive, emotionally resonant exposure that reaches both core F1 fans and broader entertainment audiences.

Livvy Farrer, Director Sponsorship and Consultancy, MKTG

The integration of brands that are genuine sponsors in the sport also having presence in F1: The Movie help solidify the connection between the movie and the real world. Although many sponsorships were negotiated purely for the movie, the presence of large players in the F1 space, for example, Mercedes-Benz, EA Sports and Tommy Hilfiger help build that bridge and resonance for less avid fans, making the movie feel more realistic and embedded in the world of Formula 1.

Is there more brand safety in film than in sport?

Daniel Ehman, Vice President, MKTG

There’s this idea that scripted content is a brand-safe haven, but I don’t totally agree.

What if the film flops?

What if fans think it’s cringe?

You’re still tied to it.

But what made this different was the level of authenticity. Real teams, real drivers, real circuits, it’s rooted in the F1 world, which gives it credibility. Beyond that, F1 has been totally integrated into the launch of the film, with (almost) all of the drivers attending the premiere, show cars on site at times square, and major visibility in F1 broadcasts, it has been a true collaboration through the film and the release.

That authenticity is key. It keeps both fans and brands invested.

 

Gianni Salzillo, Manager Sponsorship & Consultancy, MKTG

In my opinion, the safety aspect comes through the use of F1’s and individual teams’ IP in the movie, knowing the length each stakeholder would go to protect their respective image.

Think of the movie Draft Day (2014), a key factor in driving audiences for that movie was the use of the NFL’s and their teams’ logos because it made the film feel authentic. Most people wouldn’t call that a ground-breaking movie and hardcore NFL fans would be happy to point out every inaccuracy within it, but every year around the NFL Draft it still gets brought up. In the event the movie doesn’t perform as well as expected, it’s not unrealistic to see that as a viable reason to keep the movie historically relevant.

What makes F1 the ideal sport for a cinematic crossover and could others follow?

Livvy Farrer

F1 already feels cinematic. One week it’s Monaco, the next it’s Suzuka – the locations, the drama, the speed. It’s made for the big screen.

Unlike the Premier League or the NFL, F1 isn’t rooted in one place. It’s global by design, which gives it this universal appeal that works perfectly for film.

 

Camila Grasso

This feels like the natural next step after Drive to Survive. That series cracked open a new audience for F1, and now this film pushes things even further, but this time, F1 owns the narrative.

I’m curious to see if other sports follow suit…

Could other rights holders look to do something similar? Maybe. But F1 has the advantage. It looks amazing on screen and already lives in a natural environment where sport and entertainment meet.

 

Ed James

Formula 1 has had three major catalyst moments in the past 5 years. 2019 and the release of Drive to Survive Season 1, 2021 and the incredible Hamilton v Verstappen season ending tussle in the final stages of the Abu Dhabi Grand Prix, and the less exciting technical regulatory changes in 2022. Before these major moments, F1 fandom was caught in a cycle of repetitive podium fatigue and a lack of jeopardy. Fast forward to 2025, and it’s one of the most successful sports and entertainment platforms on the planet. Despite the ‘Netflix effect’ I don’t think this happens by chance, it’s because the sport and it’s promoters and commercial arm keep taking bold creative swings and it’s paying off.

This film isn’t just a marketing move; it’s a sign of a sport that’s always looking to evolve. Sports giants such as the NFL Super Bowl and UEFA Champions League Final have blended sport with entertainment through kick off shows and half time shows, but they haven’t made this kind of leap yet.

 

Gianni Salzillo

F1 has the advantage of their involvement in entertainment outside of race weekends dating back to films like Grand Prix (1966) & Rush (2013) and being the first to allow Netflix unprecedented access to create Drive to Survive.

That’s not to say other leagues can’t create a Hollywood spectacle, if they’re willing to allow use of their IP. However, adrenaline and danger combined with glitz and glamour is a proven recipe for success in Hollywood and something F1 delivers better than any other sport.

 

Dan Discenza

We’ve seen shows like Drive to Survive, Full Swing, and Quarterbacks elevate their leagues through intimate storytelling that profiles their best athletes. But F1 the Movie is on an entirely different scale. A global theatrical experience with proven stars like Bradd Pitt and Javier Bardem, turns the league itself into the main character and introduces a level of prestige inaccessible through television.

 

Will Saunders

Beyond content strategy and on-track action, F1 has been diversifying its consumer touchpoints to become an always-on lifestyle brand – not just a sport that happens every other Sunday.

From apparel deals with Gen-Z favourites like PacSun, to partnerships with Lego and Disney, F1 Arcade nightlife spots, and headline sponsor tie-ins with LVMH and Pepsi, the sport has redefined how it connects with fans day-to-day.

A Hollywood blockbuster based on the series feels like a natural next step, not the curveball it once might’ve been.

Can a fictional team like Apex GP really build a fanbase and does that even matter?

Gianni Salzillo

In the US, we refer to the more casual sports followers as “T-shirt fans.” This group can be defined as those who will wear a team’s gear although they might not follow along daily or care as much when performance is down.

In F1 terms, they’re not diehards watching every race or keeping up with the standings, but they wear the merch, they show up at events to be seen, and they care about being part of the broader culture that F1 has built.

F1 has become a lifestyle now - people line up for streetwear drops, buy vintage jackets, and fashion brands even create collaborations within the sport.

Apex GP taps into that perfectly.

 

Dan Discenza

The success of Ted Lasso as a format and the subsequent merchandising and love for the fictional AFC Richmond club must have been the linchpin for Apple to make such a huge financial bet on F1 the Movie. Fandom of fictional teams like Apex GP or AFC Richmond is much more accessible to the broader public because it comes in the package of crowd pleasing, story driven entertainment and requires no previous knowledge of the sport.

Ed James

Fanbase, probably not. Cult following? with time, probably yes! F1 The Movie is so authentically tied to F1 that it will keep the avid and casual fans engaged. It’s the kind of movie that has already been referred to by critics as ‘Top Gun on wheels’ and has the longevity to grow fandom into harder to reach places.

Time will tell, but a struggling fictional race team so well embedded into the culture and fandom of F1 sets an interesting backdrop and dynamic for F1 teams competing in the midfield and lower echelons of the F1 World Championships.

 

Will Saunders

Apex is a proxy for F1 as a series, and really the question here is whether F1 can further build its name and brand recognition. It’s a bold move to put the series mark front and centre in the film’s marketing – can you imagine NFL or EPL the movie – and one that gives F1 limited plausible deniability if the film doesn’t live up to the hype. As long as the film isn’t a complete bomb, I would expect to see the APXGP IP live on given the investment in creating a fictional team from scratch - although F2 The Movie would have to be a prequel rather than a sequel!

 

Camila Grasso

By using emotive storytelling, cinematic exposure, and cultural relevance, a fictitious team like Apex GP may build a significant fan base. This could even improve conventional team marketing tactics by providing a strong platform for audience growth, brand interaction, and merchandising. And that is really important, particularly since Formula 1 is already commercialising the team by selling official merchandise at Fanatics, on the F1 website, and even during race weekends, transforming cinematic narrative into a real brand interaction and revenue opportunity.

F1: The Movie isn’t just another franchise spin-off, it’s a bold experiment in what happens when sport, storytelling and sponsorship collide on the biggest stage.

From blockbuster integrations to the rise of fictional teams like Apex GP, it’s clear Formula 1 isn’t just racing ahead on track, it’s racing into culture.

What this film signals is bigger than a marketing moment. It’s a case study in how a sport can own its narrative, open new doors for brands and reach fans in ways that feel both unexpected and authentic.

Whether you're a sponsor, a fan, or just someone watching from the sidelines, this is a glimpse of where the future of sport is headed. Cinematic, culturally embedded and endlessly expandable.

Other sports may eventually follow, but once again, F1 is setting the pace.