Amex revs up its F1 sponsorship

Last year, American Express’ partnership with F1 in the US raised some eyebrows - not out of suspicion, but rather curiosity. Why would a powerhouse brand like AMEX only dip a toe into such a high-octane arena?

Was it a matter of F1’s sponsorship demands exceeding budgetary constraints, or a reflection of the broader challenge that major US brands face in justifying full-scale sponsorships?

Fast forward a year, and the landscape has shifted dramatically. In recent weeks, F1 has unveiled exciting new partnerships with titans like LMVH, Lego and HotWheels - brands not just known for their names but also for their knack for activation. And now, Amex has made a bold move upgrading to the status of Official Partner, just a step below the coveted Global Partner tier.

According to F1, this enhanced sponsorship means that F1 and Amex will continue to work together to create best-in-class fan experiences at select F1 Grands Prix throughout the year. American Express card members can look forward to an array of exclusive benefits, including Amex presale tickets, Paddock Club, and Grandstand tickets.

Of course, activating at races can be a double-edged sword - some of the brand activations in Austin last year left something to be desired. Yet, there’s palpable excitement around how Amex's new partnership will unfold. With Mastercard, VISA, and Amex now in the F1 arena, how much longer before other major players decide it’s time to join the race?