Welcome to a new era of F1 sponsorships, where consumer brands are changing how the sport engages with fans and how it shows up in mainstream culture.

From Charlotte Tilbury to Lego, these brands aren’t just slapping their logos on cars, tracks and merch — they’re crafting unique moments and compelling stories that are profoundly shaping how fans experience and connect with the sport.

But more than anything else, consumer-facing brands are making F1 fun again!!!

Read Aurélie Donzelot article on how Formula 1’s sponsorship landscape has evolved in this week’s issue of Track Limits!