<\/p>\n
Moreover,\u00a0McLaren\u2019s constructors\u2019 championship coverage reached around 13 million, outpacing conversations around Russell\u2019s individual win. This suggests that F1 audiences increasingly respond to narratives that blend performance with personality, rather than focusing solely on race results.<\/p>\n
Don’t miss:\u00a0Brands lap the city with Formula 1 activations and driver meet ups\u00a0<\/a><\/b><\/p>\n “This year\u2019s engagement patterns reveal that F1 audiences are increasingly drawn to moments that blend performance with personality. Beyond race results, conversations were fuelled by authentic, emotionally charged stories, some of which weren\u2019t even about the race itself like Lewis Hamilton\u2019s tribute to his dog,” said\u00a0Mimrah Mahmood, vice president, enterprise (APAC) and partner at Meltwater Asia-Pacific.<\/p>\n “This shows that fans are no longer just spectators of speed but participants in an ongoing narrative that values relatability and human connection,” he added.\u00a0<\/p>\n Sponsor showdown: Who really won online?<\/strong><\/p>\n Brands that integrated themselves into the race experience saw the biggest returns, DHL was the most mentioned brand with nearly 5,245 posts. This was driven by official announcements of the “Fastest lap” and “fastest pit stop”.\u00a0Owning performance metrics allowed the brand to dominate conversation organically, according to Meltwater.\u00a0<\/p>\n Meanwhile, Aramco saw the highest reach of 22 million, fuelled by the “BOSS x Aston Martin Aramco Formula 1 team immersive experience” and “Aramco power rankings”.\u00a0By pairing official race content with a high-profile fashion collaboration, Aramco maximised exposure.<\/p>\n Out of all the sponsors, Meltwater found that Salesforce was the most engaged with around 258,000 engagement actions. This is thanks to its interactive “Driver of the day” initiative, proving that participation beats visibility alone in driving fan interaction.\u00a0<\/p>\n Locally, Singapore Airlines stood out with the airlines emerging as the second most\u00a0mentioned sponsor (2,733 posts) and ranked fifth for both reach (~8.7 million) and engagement (~83,500 actions). A boost came from Japanese band BABYMETAL, who mentioned the airline while thanking fans, demonstrating the power of authentic cultural endorsements to break local brands into global conversations.<\/p>\n Then vs now<\/strong><\/p>\n Compared with 2024, when Pirelli led sponsor visibility with 957,000 engagements and 80 million reach, this year\u2019s digital leaderboard shows a shift from presence to participation. Interactive campaigns and emotionally resonant content proved far more effective than static visibility alone.<\/p>\n “Brands are recognising that visibility alone no longer guarantees impact. What matters more now, is how meaningfully they participate in the fan experience. The most successful sponsors this year weren\u2019t just a placeholder image, but more proactive in creating moments that invited audiences to engage, share, and feel part of the story,” explained Mimrah.<\/p>\n “For example: Salesforce\u2019s ‘Driver of the day’\u00a0or Aramco\u2019s tie up with BOSS, turned passive audiences into active advocates. Overall the sponsorship playbook is shifting from presence to participation, to build relationships that translate attention into long-term brand affinity,” he added.\u00a0<\/p>\n Leading up to the race brands and sponsors had turned malls across the city into pit stops for F1 fans. Watchmaker TAG Heuer for example, celebrated its role as official timekeeper for Formula 1 with the interactive “Tone of victory” pop up that offered fans a deep dive into the brand’s racing history. At the pop up, attendees could explore iconic timepieces from the golden era of motorsport and take photos with the Oracle Red Bull Racing F1 Team Show Car.<\/p>\n Meanwhile, Elemis’ tie up with Aston Martin Aramco offered\u00a0fans a one-of-a-kind fusion of luxury skincare and motorsport, turning the excitement of the Grand Prix into a sensory experience. At the pop up, fans could explore four limited-edition Elemis x Aston Martin Aramco F1 Team skincare kits, each designed to deliver visible results fast, combining high-performance formulations with the precision of a Formula 1 team. The activation also featured the Elemis Formula-Powered Car, giving fans a photo opportunity that ties luxury skincare to racing adrenaline.<\/p>\n The 2025 Singapore GP highlighted a clear trend: fans are no longer passive spectators. Brands that participate in the narrative \u2014 blending performance, personality, and interactive moments \u2014 win both attention and affinity. Emotional storytelling, cultural tie-ins, and gamified fan experiences are now as critical as traditional sponsorship.<\/p>\n Related articles:\u00a0\u00a0<\/b>
What Barilla\u2019s Formula 1 move means for sports advertising beyond the Super Bowl\u00a0<\/a>\u00a0<\/b>
ION Orchard revs up with F1 Grand Prix-inspired activations<\/a>\u00a0
These were the top mentioned brands during the Formula 1 2024 weekend\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"The Singapore Grand Prix may have crowned George Russell on the Marina Bay Street Circuit, but online, a…\n","protected":false},"author":2,"featured_media":497922,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4103],"tags":[163651,5070,163650,4199,163649,6319,132687,707,163648,4200,9824,1711,998,42395,15085,163652,130091,79,16,15],"class_list":{"0":"post-497921","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-f1","8":"tag-aramco-f1-sponsorship","9":"tag-charles-leclerc","10":"tag-dhl-f1-sponsorship","11":"tag-f1","12":"tag-f1-singapore-2025","13":"tag-fernando-alonso","14":"tag-ferrari-f1","15":"tag-formula-1","16":"tag-formula-1-singapore-gp","17":"tag-formula1","18":"tag-george-russell","19":"tag-lando-norris","20":"tag-lewis-hamilton","21":"tag-mclaren-f1","22":"tag-red-bull-f1","23":"tag-salesforce-f1-engagement","24":"tag-singapore-grand-prix-2025","25":"tag-sports","26":"tag-uk","27":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115370735297005588","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/497921","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=497921"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/497921\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/497922"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=497921"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=497921"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=497921"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}