American Express partners with F1 in first sports sponsorship deal in over a decade
American Express has made a strategic move in the world of sports sponsorship, marking its first such collaboration in over a decade. The global payment company has announced a multi-year partnership with Formula One, designating it as the official payment partner of F1 in the Americas.
This partnership extends across multiple markets, encompassing Formula One’s global racing series events in prominent locations such as Austin, Mexico City, São Paulo, Las Vegas, Miami and Montreal.
American Express will also sponsor the F1 Academy.
With the Formula One season in full swing, this partnership comes to life at upcoming races including the United States Grand Prix in Austin (October 22), the Mexico City Grand Prix (October 29), the São Paulo Grand Prix (November 5) and the inaugural Las Vegas Grand Prix (November 18).
— F1 Las Vegas (@F1LasVegas) October 16, 2023
Elizabeth Rutledge, Chief Marketing Officer for American Express, expressed her excitement about bringing exclusive access and unique experiences to American Express card members and racing enthusiasts.
“The F1 fan base and viewership has grown exponentially over the past several years, so we are thrilled to bring the exclusive access and unique experiences that American Express is known for to our card members and racing fans”, Rutledge enthused.
“The addition of F1 to our global portfolio of partnerships helps us continue to create meaningful value for our customers, in the areas they’re most passionate about.”
American Express card members stand to gain exclusive benefits through this partnership. These include early access to race tickets, F1 Experiences and paddock club access in the Americas region. Amex card members attending races in North, Central and South America will enjoy additional onsite perks.
Jonny Haworth, Director of Commercial Partnerships at Formula One, shared the importance of this partnership as they continue to expand their presence in the United States.
“We believe American Express will introduce a new wave of fans to the sport though offering premium once-in-a-lifetime moments to their card members, and support F1 in our efforts to further enhance and elevate the fan experience in this crucial market,” Haworth said.