Amex builds new marketing programme around Formula 1
Global payments brand American Express has secured a multi-year sponsorship with Formula 1 to support its marketing and product strategies.
The deal ensures Amex can continue to offer “fan experiences” at selected grands prix through the season with cardholders invited for presales tickets and to become members of the Paddock Club, among other benefits.
The company’s chief marketing officer, Elizabeth Rutledge, said Amex has benefited from “strong momentum” from the previous deal over the past year, especially in the Americas region.
“This demonstrates yet another way we are continuously enhancing the value of American Express membership for cardmembers around the world,” she said.
“With more than 300 million fans worldwide age 18 to 34, F1 continues to grow in popularity and as a passion area for Millennials and Gen Z - American Express’ fastest growing customer segment.”
Formula 1’s chief commercial officer, Emily Prazer, said the deal represents an expansion of Amex’s relationship with the motorsport brand.
“American Express has been a fantastic partner to Formula 1 in the Americas and as a supporter of F1 Academy.
“They have chosen to expand their relationship with us to become an official partner. We look forward to working with Amex to enhance the experience of cardmembers at our races and showcasing Amex perks to our existing fans everywhere we race.”
Additional on-site “perks” for cardmembers during the 2025 calendar include activations at the early races in Melbourne, Australia in March and the subsequent event in Shanghai, China.
As part of this expanded F1 sponsorship, Amex said it will also continue to be an official partner of the F1 Academy.
Amex has other sports partnerships within its marketing portfolio including in basketball, tennis, golf and football.