How F1 became the ultimate luxury playground

Tonight’s F1 Live 75 at London’s O2 Arena is more than just a car launch — it’s a cultural statement for the luxury automotive industry. The event, Formula 1’s first-ever all-team unveiling, is a testament to how the sport has evolved into a mainstream entertainment juggernaut. With all 20 drivers present, including Lewis Hamilton making his much-anticipated Ferrari debut, and a sold-out 15,000-seat venue, the excitement surrounding F1 is at an all-time high. But, beyond the grid, luxury brands are steering into the sport’s newfound global appeal, leveraging its exclusivity, prestige, and growing cultural relevance. The rise of bespoke motorsport experiences Aurora Straus, professional race car driver and Founding Partner of P1 Motor Club, highlights how luxury brands are doubling down on curated automotive experiences. “Luxury automotive brands like Mercedes, McLaren, Ferrari, etc., have always been about exclusivity, but in 2025, they’re also curating lifestyle brands,” she says. “Expect more private driving clubs, tailored racing programs, and invite-only manufacturer events that cater to the world’s most exclusive clientele.” As F1 becomes a lifestyle rather than just a sport, elite hospitality offerings — such as the Formula One hospitality service, the Paddock Club — are evolving into highly sought-after spaces where brands engage with high-net-worth individuals through immersive experiences. Beauty and high-performance: A new partnership This change has not gone unnoticed by the beauty industry. Aston Martin Aramco Formula One Team and Elemis entered a landmark partnership earlier this year, signalling the entry of high-end skincare into the world of motorsport. The multi-year deal will feature luxury skincare activations at Aston Martin’s Paddock Club Suite, including exclusive “pitstop” treatments at the Monaco Grand Prix. This fusion of high-performance beauty with the high-octane world of racing underscores how F1’s demographic expansion — particularly its increasing female viewership — is influencing brand strategies. “Luxury brands are realizing that diversity isn’t just ethical, it’s also lucrative,” Straus says. “Forty percent of global motorsport fans are now women, and female sports fans are three times more likely to buy products recommended by female athletes.” Fashion’s F1 moment Luxury fashion’s growing affinity for Formula 1 was recently exemplified by French racing driver Pierre Gasly’s appearance at Paris Fashion Week in Louis Vuitton. This crossover between motorsport and high fashion is becoming increasingly common, solidifying F1’s place in the luxury lifestyle conversation. While Louis Vuitton’s own partnership, announced January 30 as part of the LVMH agreement, is set to place the brand at the heart of F1’s cultural game. For the first time, the French house’s branding will feature trackside at F1 events, alongside its presence in key celebratory moments, including the podium, where its iconic Trophy Trunks will be used to present awards to the top three drivers. These trunks, adorned with the brand’s signature monogram and customized for each race, symbolize the fusion of luxury craftsmanship and elite motorsport. The next major stop for the Louis Vuitton Trophy Trunk will be at the Chinese Grand Prix in Shanghai in March. Exclusive capsule collections, limited-edition collaborations, and high-profile driver partnerships are now regular occurrences, reflecting how fashion brands are capitalizing on the sport’s growing status as a cultural force. As President and CEO of Formula 1 Stefano Dominicelli said in a Jing Daily interview last year, the event’s branding will stretch to every corner of luxury: “We want our fans to have a 365-day relationship with Formula 1, and that means creating opportunities for them to engage with us not just at our 24 events, but online, in popular culture, and in their cities as well.” The ultimate F1 travel experience Luxury travel is also accelerating into the F1 landscape. Explora Journeys, the MSC Group’s high-end cruise brand, has announced an exclusive Formula 1 Paddock Club experience for guests aboard EXPLORA II cruise ship during the Monaco Grand Prix 2025. “This is one of the most prestigious sporting events in the calendar,” says Achille Staiano, Chief Commercial Officer of Explora Journeys. “And it is only fitting that this would be where we offer sporting enthusiasts an unforgettable experience that brings together the world of motor sports with the luxury of ocean travel.” Global activations and local engagements Luxury spirits brands have also taken notice. Patrón Tequila recently activated a high-profile installation at Miami International Airport, coinciding with the Miami Grand Prix and celebrating its partnership with Oracle Red Bull Racing. The visually striking activation, inspired by the brand’s agave roots, enabled travelers to experience premium tequila tastings — a prime example of how luxury brands are using Formula 1’s global reach to engage affluent audiences at key touch points. The future of F1 as a luxury ecosystem With F1’s audience expanding, its impact on luxury industries will only continue to grow. In 2024, there were three F1 races in Asia: Japan, China, and Singapore. Whether through bespoke racing clubs, beauty partnerships, fashion collaborations, luxury travel experiences, or premium spirits activations, brands are recognizing that F1 is no longer just a sport — it’s a dynamic cultural platform. As Straus puts it, “Motorsport is embracing female and minority drivers, and luxury brands see the ROI. It’s not just about getting women in race seats; it’s about fusing motorsport with high art, creating cultural relevance that luxury brands crave.” The full interview with Aurora Straus will feature in Jing Daily’s new Cars and Culture newsletter tomorrow, subscribe here so you don't miss out.

How F1 became the ultimate luxury playground

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Published February 18, 2025

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How F1 became the ultimate luxury playground