How Top Brands Made F1 Fans Stop Scrolling
Why these three partnerships have F1 fans (and marketers) buzzing
You are receiving this email because you subscribed to Business of Speed, the newsletter for those wanting to stay ahead on what’s happening behind the scenes. I’m Vincenzo Landino, a business, tech, and F1 commentator. I’ve spent the last ten years at the intersection of content, partnerships, and the business of motorsport. This newsletter is where I break down what’s working, what’s shifting, and what’s next without the PR gloss. Thank you for being here.
Partnership Spotlight
In this era where attention is the ultimate currency and authenticity separates breakthrough campaigns from background noise, three recent activations demonstrate how modern brands are redefining what it means to partner with motorsport properties.
Rather than just buying exposure, today's smartest partnerships build real value exchanges. In the following activations, you’ll see brands and partners use technology to engage fans, tell powerful stories that highlight craftsmanship, or leverage entertainment to generate organic virality.
Each offers a masterclass in how brands can move beyond traditional advertising to become integral parts of the stories fans actually want to consume.
McLaren x Estrella Galicia "Behind The Craft"
The "Behind The Craft" video series represents a “sophisticated” content collaboration between McLaren and Estrella Galicia that aims to transcend traditional sponsorship boundaries. This multi-episode series showcases the intersection of brewing mastery and racing excellence, aligning two crafts that demand precision, innovation, and relentless pursuit of perfection.
The series features in-depth storytelling centered on shared craftsmanship values, with Episode 1 highlighting both McLaren's engineering prowess and Estrella Galicia's brewing heritage. The partnership represents a reunion of two brands that previously collaborated in 2019-2020, when they achieved their first Formula 1 podium together at the 2019 Brazilian Grand Prix.
This activation extends Estrella Galicia's broader motorsport strategy, which includes serving as the global beer sponsor for MotoGP and maintaining partnerships across multiple racing disciplines. The Spanish brewery, founded in 1906 by the Rivera family, has established a strong presence in over 50 countries while maintaining its Galician identity.
"Behind The Craft" demonstrates exceptional potential as a pitch framework for premium beer brands. The concept successfully elevates beyond standard product placement by creating narrative equity around craftsmanship, heritage, and precision. These values resonate deeply with both motorsport audiences and premium beer consumers.
Google Gemini x McLaren’s AI-Powered Fan Engagement Through Papaya Gear Generation
Google’s latest advanced image generation, dubbed “Nano Banana,” has caused quite the stir amongst tech and AI communities. So what does the McLaren sponsor do?
Google built an integration that allows fans to use Google Gemini's advanced image generation capabilities to create personalized images of themselves wearing McLaren's signature papaya-colored gear.
This activation leverages the character consistency features and world knowledge capabilities of the Gemini 2.5 Flash (Nano Banana) Image to create authentic-looking fan content.
The partnership represents an evolution of McLaren's extensive relationship with Google, which serves as the Official Primary Partner of the McLaren Formula 1 Team. McLaren uses Google Cloud's AI technologies to analyze over a terabyte of race data, including radio sentiment analysis and pit stop optimization.
This activation also demonstrates how AI can democratize branded content creation, allowing fans to become active participants in brand storytelling rather than passive consumers. The seamless integration of Google's technology with McLaren's brand identity showcases the potential for tech partnerships to drive engagement beyond traditional advertising models.
To me, personalization is the frontier all brands strive for, and this integration represents that forward-thinking approach. The ability to generate personalized branded content creates deeper emotional connections while providing measurable engagement metrics.
Quadrant x Ollie Bearman's Undercover Karting Masterclass
Quadrant's video, featuring Ollie Bearman disguised as "Gerald Stevens," achieved remarkable virality, surpassing 1 million views within days of its release. According to LinkedIn analytics, the video generated 2.7 million views in just three days, positioning it to become Quadrant's most-viewed content.
The three-phase activation was meticulously planned: qualify last, win from the back, and reveal on the podium. Bearman underwent extensive makeup and prosthetics to transform into the elderly "Gerald Stevens," complete with a backstory and character traits that sold the disguise to fellow competitors.
The stunt took place at Daytona Sandown Park, where Quadrant's crew posed as track staff to film promotional content, maintaining cover. The production quality and storytelling approach elevated the concept beyond typical prank content, creating genuine tension and entertainment value.
The video featured a seamlessly integrated NordVPN sponsorship that viewers noted for its smooth execution. This represents NordVPN's broader strategy of sponsoring diverse YouTube content to reach its target demographic of tech-savvy young adults.
Quadrant, founded by Lando Norris in 2020, operates as an entertainment, gaming, and apparel brand that has grown to nearly 1 million YouTube subscribers. The company recently underwent a major investment round, with YouTuber WillNE joining as co-owner in a seven-figure deal.
This activation showcases the power of authentic storytelling in motorsport content. By combining genuine competition elements with entertainment value, Quadrant created content that appeals to both motorsport enthusiasts and broader YouTube audiences. The viral success demonstrates how modern athletes can leverage their expertise to create compelling branded content that transcends traditional sports marketing.
The undercover karting concept offers several valuable lessons for brand activations, including the importance of authentic competition dynamics, the value of high-quality production in content creation, and the effectiveness of multi-platform distribution strategies. The seamless sponsor integration also highlights how native advertising can enhance rather than detract from entertainment value when executed thoughtfully.
You are receiving this email because you subscribed to Business of Speed, the newsletter for those wanting to stay ahead on what’s happening behind the scenes. I’m Vincenzo Landino, a business, tech, and F1 commentator. I’ve spent the last ten years at the intersection of content, partnerships, and the business of motorsport. This newsletter is where I break down what’s working, what’s shifting, and what’s next without the PR gloss. Thank you for being here.
