American Express (Amex) and Formula 1 have announced an exciting new multi-year sponsorship agreement that elevates their existing partnership from a regional focus in the Americas to a global scale. This expansion makes Amex an Official Partner of Formula 1 across every continent where F1 races, including Australia, Asia, Europe, the Americas, and the Middle East.
Elizabeth Rutledge, Chief Marketing Officer at American Express, expressed her enthusiasm for this next phase:
“We are thrilled to expand our relationship with Formula 1, building on the strong momentum of the sponsorship in the Americas over the past year. This demonstrates yet another way we are continuously enhancing the value of American Express Membership for Card Members around the world. With over 300 million fans aged 18-34 worldwide, F1 continues to grow in popularity and as a passion area for Millennials and Gen Z—American Express’ fastest growing customer segment.”
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This new global alignment between Amex and Formula 1 showcases the company’s dedication to offering exclusive benefits and unforgettable experiences for its cardholders and aligns with the growth of F1’s global fanbase, particularly among younger demographics. The collaboration emphasizes the increasing value of sports sponsorships as a strategic engagement tool for Amex’s Millennial and Gen Z customer base.
Emily Prazer, Chief Commercial Officer at Formula 1, added:
“American Express has been a fantastic partner to Formula 1 in the Americas and as a supporter of F1 Academy. I’m delighted that they have expanded their relationship with us to become an Official Partner. We look forward to working with Amex to enhance the experience of Card Members at our races and showcasing Amex perks to our existing fans everywhere we race.”
As part of the expanded sponsorship, Amex will continue to curate premium fan experiences at select F1 races around the world. Card Members will enjoy exclusive access to presale tickets, premium seating at Paddock Club™ and Grandstand sections (at select races), and special hospitality packages, reinforcing Amex’s mission to deliver world-class entertainment benefits.
For 2025, American Express has announced on-site perks for Card Members at various prestigious Formula 1 races, including:
- Melbourne, Australia (March 14-16)
- Shanghai, China (March 21-23)
- Suzuka, Japan (April 4-6)
- Imola, Italy (May 16-18)
- Monaco (May 23-25)
- Barcelona, Spain (May 30-June 1)
- Montreal, Canada (June 13-15)
- Silverstone, UK (July 4-6)
- Zandvoort, Netherlands (Aug 29-31)
- Monza, Italy (Sep 5-7)
- Singapore (Oct 3-5)
- Austin, Texas (Oct 17-19)
- Mexico City, Mexico (Oct 24-26)
- Sao Paulo, Brazil (Nov 7-9)
- Las Vegas, Nevada (Nov 20-22)
For instance, at the upcoming FORMULA 1 GRAN PREMIO DE LA CIUDAD DE MÉXICO 2024 (October 25-27), Card Members will receive complimentary Amex® Race Radios to enjoy live commentary from around the track. The Amex Fan Experience space will also feature interactive opportunities such as custom livery design, F1-themed trivia, and a driver intro video recording booth, alongside exclusive giveaways. This unique fan engagement will be available at the FORMULA 1 HEINEKEN SILVER LAS VEGAS GRAND PRIX 2024 (November 21-23), which will also include a Trackside Lounge in the East Harmon Zone for Card Members to reserve special access (with limited reservations available).
Amex’s support extends beyond the track, especially in its sponsorship of F1 ACADEMY, the all-female racing series launched by Formula 1. As one of the first non-motorsport brands to back F1 ACADEMY during its inaugural 2023 season, Amex remains committed to empowering women in motorsport, reaffirming its partnership with the series as part of this new global sponsorship.
This expanded collaboration with Formula 1 highlights American Express’ broader strategy to enhance its portfolio of global sports and entertainment sponsorships, which spans basketball, tennis, golf, music, theatre, and more. By offering its Card Members unrivalled access and unique experiences, Amex continues to position itself as a leader in delivering extraordinary value through its partnerships worldwide.
