Audi F1 trades the paddock for the streets of Singapore

Audi Revolut F1 Team is taking its Formula 1 presence beyond the circuit in Singapore, rolling out a race-week programme spanning food, fashion, retail, community sport and entertainment.

Titled "The art of influence", the programme will see the team work with its global partners and local businesses to create a series of experiences across Singapore, aimed at giving fans ways to engage with the team without requiring a race ticket or paddock access.

At the centre of the initiative is a digital hub on the Audi Revolut F1 Team website, where fans can register and collect digital team cards by visiting participating locations, taking part in activities and engaging with campaign content online.

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The cards unlock collectibles and entries into prize draws for team experiences, with each card collected during the Singapore Grand Prix giving fans an entry into a draw for a VIP trip for two to the Las Vegas Grand Prix.

The platform is also intended to extend engagement beyond race week, with registered fans gaining access to further team content, rewards and experiences.

As part of the programme, Audi Revolut F1 Team has teamed up with Singapore botanical gelato brand Birds of Paradise to create "GABICO", a limited-edition flavour developed with drivers Gabriel Bortoleto and Nico Hülkenberg. Its name combines the drivers' first names, with the collaboration tapping into Singapore's food culture as another entry point for fans.

The flavour will be available at Birds of Paradise's Craig Road and Beach Road outlets from 3 to 11 October, with fans able to unlock a dedicated team card through the campaign.

Food will feature elsewhere in the programme too. At Audi House of Progress, the Audi RS 5 will be displayed alongside a collaboration with Burnt Ends Bakery and chef Dave Pynt, featuring an exclusive weekly special, coffee and baked goods in co-branded packaging.

Meanwhile, Audi and adidas will take over a space at Funan, where an Audi R26 show car will be positioned at the mall entrance. Inside, visitors can see an RS 5 alongside the team's Singapore fanwear collection, with the drivers also set to make a public appearance at the mall.

The fanwear collection, created with adidas, features a pattern inspired by Singapore's cultural diversity, architecture and energy, and will form part of the team's wider visual identity during race week.

The two brands are also working with World of Hyatt and local running clubs on a community run on Sunday morning. Starting from Andaz Singapore, participants will follow a coastal route to Funan before returning to the hotel, with those completing the run able to claim another digital team card.

Elsewhere, Paulaner Brewery will be transformed into a co-branded public viewing venue for the race, featuring dedicated broadcasts, limited-edition merchandise and its own digital badge linked to the prize draw.

Audi Revolut F1 Team is also extending the activation into content. Head of race strategy Rithvik Dhananjay will front a food guide drawing on his family connection to Singapore and interest in its culinary culture, spotlighting some of his favourite hawker centres and street-food destinations.

Together, the activations form a network of physical and digital touchpoints designed to turn the Singapore Grand Prix into a wider fan engagement opportunity across the city, while giving the team a way to continue its relationship with registered fans after race week.

“From the beginning, we promised to bring Formula 1 closer to people. In Singapore, we are putting that promise into practice through experiences shaped by the city’s culture and communities," said Stefano Battiston, chief brand and commercial officer, Audi Revolut F1 Team.

He added, "Our multi-brand powerhouse makes this possible, bringing partners and local businesses together to create something people can be part of, whether or not they have a race ticket. We want those connections to last well beyond race week.”

Audi Revolut F1 Team is not the only brand looking beyond the circuit to tap into Singapore's race-week buzz. PUMA is also turning the city into a playground for motorsport fans with its latest Southeast Asian campaign, "Own your speed".

Running from 5 to 11 October, the campaign brings together Formula One, fashion, running and automotive culture through a series of experiences across Singapore. It marks PUMA Southeast Asia's largest motorsport activation in the region to date, giving fans opportunities to race around a track, meet an F1 driver or watch the Grand Prix alongside other fans.

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