formula one
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Hilton’s 20-year McLaren play turns fandom into loyalty
At Singapore’s Grand Prix, the hospitality major marked two decades with racing company — using activations, drivers and loyalty perks to tie hospitality to fandom.
Revolut enters Formula One as Audi F1 Team's title partner
The partnership will include experiences for fans during race weekends.
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From cricket to kabaddi, Fuse maps India’s next fan frontier, preps to launch Ignite
With athlete-led content, AI-driven insights, and regional white spaces, Fuse CEO Louise Johnson outlines a playbook for brands eyeing fandom-fuelled growth in India’s $650 billion sports economy.
Formula One debuts the world’s first ‘kiss-activated’ trophy at Japanese Grand Prix
Clearly innovation at F1 isn’t just limited to what’s under the hood—it extends to every aspect of the sport, including the way in which champions are celebrated
Formula One seeks first global media agency
The idea is to grow the sport and recruit new fans across the world.
Airtel ties up with Mercedes AMG Petronas for Indian GP
Building on its title sponsorship of the Grand Prix, the telco brand will develop co-branded merchandise with the F1 team and offer mobile content
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