Formula One has expanded its regional partnership with American Express to cover multiple territories as part of a global deal.
Contract:
- Multi-year deal now covers Australia, Asia, Europe, the Americas, and the Middle East
- American Express also becomes an official partner of Formula One
- Pair to collaborate on fan experiences at select Grands Prix
- Amex card members will have access to various benefits and perks, including presale tickets
- Company to host business customers and partners through hospitality offerings
Context:
American Express initially struck a regional partnership with Formula One in October 2023, becoming the series’ official payments partner in the Americas. At the time, the pact saw the company expand into a new sports category for the first time in more than a decade.
Before this extension, American Express had already deepened its ties with Formula One by becoming one of the early brand sponsors of F1 Academy for the 2024 season. The renewed agreement will see the firm continue to be an official partner of the all-female series.
Comment:
“American Express has been a fantastic partner to Formula One in the Americas and as a supporter of F1 Academy, and I’m delighted that they have chosen to expand their relationship with us to become an official partner,” said Emily Prazer, Formula One’s chief commercial officer. “We look forward to working with Amex to enhance the experience of card members at our races and showcasing Amex perks to our existing fans everywhere we race.”
Elizabeth Rutledge, chief marketing officer at American Express, added: “We are thrilled to expand our relationship with Formula One, building on the strong momentum of the sponsorship in the Americas over the past year. This demonstrates yet another way we are continuously enhancing the value of American Express Membership for card members around the world.
“With more than 300 million fans worldwide age 18-34, F1 continues to grow in popularity and as a passion area for Millennials and Gen Z – American Express’ fastest growing customer segment.”
Coming next:
The expanded partnership gets underway at the Mexican Grand Prix from 25th to 27th October, where American Express card members will have access to complimentary Amex Race Radios to tune into commentary from around the track. The race at Autódromo Hermanos Rodríguez is also one of the select Grands Prix under American Express’ latest agreement where the company can offer a dedicated fan experience space.
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