Formula 1 revs up 2026 season with star-studded campaign film

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Formula 1 has kicked off its 2026 season with a new campaign, "All to drive for" featuring actor Damson Idris alongside all 22 F1 drivers.

The campaign, marking the start of the season in Melbourne on 6 March, opens with Idris asking fans, “You think you know Formula 1?” before urging them to “Think again.”The campaign, marking the start of the season in Melbourne on 6 March, opens with Idris asking fans, “You think you know Formula 1?” before urging them to “Think again.”

He is joined by reigning Drivers’ World Champion Lando Norris, who says, “Everything is changing,” followed by the rest of the grid delivering the campaign's narrative. This includes Oscar Piastri, Lewis Hamilton, Max Verstappen, Charles Leclerc, Sergio Perez and Fernando Alonso.

Don't miss: Beyond the track: How brands took pole position online at 2025 Formula 1 Singapore GP

The high-octane trailer has been produced in one 60-second, one 30-second, and four 15-second formats, and will run across Formula 1’s digital platforms, broadcaster networks, and paid social channels. Alongside the digital push, out-of-home posters reading “New cars, new power, new teams, new passion, all to drive for” are running in London, New York, Los Angeles and Melbourne.

“The 2026 season welcomes Formula 1’s next generation of racing, with new cars, new engines, and a whole new style of driving. It’s the biggest shake up our sport has ever seen with the playing field levelled as each team battles to produce the best car and performance," said Emily Prazer, chief commercial officer at Formula 1.

"The campaign invites fans both old and new to get involved at a time where every lap is unpredictable, and it’s all to drive for," she added.

As fans rev up for the upcoming seasons, brands have also joined the fast lane with their own partnerships and campaigns. Last week, digital payments Visa announced a multi-year renewal and expansion of its global partnership with Red Bull F1 Team's Oracle Red Bull Racing and Visa Cash App Racing Bulls.

Building on its 2024 partnership, the renewed agreement reinforces Visa's commitment to the sport, while introducing new branding rights, enhanced hospitality assets and immersive experiential opportunities across both teams. Visa will also continue as a title partner for both Visa Cash App Racing Bulls Formula One and its F1 Academy Programme.

In the world of fashion, adidas dropped a lifestyle-meets-performance collection together with the Audi Revolut F1 team. The collaboration spanned over 160 pieces, giving fans a choice between official teamwear and a lifestyle-focused fanwear line.

Meanwhile, in the FMCG category, Sting Energy kicked off its Formula 1 push with a high-impact collaboration with the Mercedes-AMG PETRONAS F1 Team. The move builds on PepsiCo's multi-year global partnership with Formula 1, signed in 2025, which positioned Sting Energy as the sport’s official energy drink.

The partnership was introduced through a first-of-its-kind digital film where the F1 car itself announced the collaboration. No celebrity. No spokesperson. Just the engine building into a clear “STINGGG” moment. The campaign rolled out across India, Pakistan, Thailand, the Philippines and Vietnam through a multi-phased approach designed around speed and spectacle.

The reveal was amplified through landmark projections across Asia, including Bandra-Worli Sea Link in India, Saigon Marina IFC Tower in Vietnam and Lahore’s Shahi Qilla in Pakistan. The spectacles drew crowds and fuelled organic sharing, turning cityscapes into cultural canvases.

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