Motor racing’s iconic Formula 1 series has significantly expanded its relationship with international credit card giant American Express (Amex).
Through a multi-year agreement unveiled today, the regional, Americas-based deal between the two dating back to last October has been supplanted by a global tie-up.
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This new deal sees Amex become an official partner of the 10-team series across key regions such as Australia, Asia, Europe, and the Middle East, in addition to the Americas.
Across the 2025 F1 season, F1 and Amex will work to activate and give Amex members on-site fan experiences at 15 grands prix, while they will also receive access to benefits including pre-sale and Paddock Club tickets.
The races at which Amex will activate include Australia, Japan, Italy, Monaco, the UK, Singapore, Mexico, Brazil, and Las Vegas.
The deal has been announced ahead of the 2024 Mexico City Grand Prix, at which an Amex Fan Experience space will be present. There will also be a series of activations at this year’s Las Vegas race in late November.
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By GlobalDataThe original tie-up between F1 and Amex saw the brand become F1’s payments partner in the Americas, covering the championship’s events in the US, Mexico, Brazil, and Canada.
Another aspect of the partnership, meanwhile, will see Amex continue as a partner of the all-female F1 Academy series.
In terms of F1’s commercial activity, earlier this month the series announced a new long-term partnership with French luxury goods conglomerate LVMH.
The 10-year deal, running from 2025 through the end of the 2034 F1 campaign, will see several LVMH brands receive prominent exposure across F1 activities, most notably watch giant Tag Heuer, spirits company Moët Hennessy, and major fashion label Louis Vuitton.
Other F1 global partners include Aramco, AWS, DHL, Heineken, Pirelli, Qatar Airways, and Rolex.
Elsewhere in sport, Amex has commercial deals with properties such as English soccer side Brighton, the Argentine national soccer team, the Wimbledon tennis championships in the UK, and an event on US golf’s top-tier PGA Tour.
