Why F1’s commercial boom “can’t be taken for granted”

With McLaren taking over Trafalgar Square, LEGO trophies on the Silverstone podium and Harrison Ford announcing a new partnership with Glenmorangie, Formula 1 really tapped into its ever-deepening commercial reservoir during the week of the British Grand Prix.

Given her role within F1, Emily Prazer would have been delighted to see the series “out-activate” Wimbledon, with the famous grass court tennis tournament taking place at the same time, just down the road in central London.

It is a sign of the times, further proof of the commercial juggernaut that F1 is becoming, that there is such a keen interest to engage with the teams and their drivers during events and appearances unaffiliated with the race weekend itself.

Sponsorship in F1 now tops $2billion and, with new partners ranging from LEGO to Louis Vuitton and Moet to Mickey Mouse, Prazer knows F1 is in good shape – but that it also cannot stand still at such a crucial time.

“I think we can stand behind what Chase [Carey, former Liberty Media CEO] wanted us to do five years ago, which was to turn every race weekend into a Super Bowl,” she told the James Allen on F1 podcast at Silverstone.

“In London it felt like the first time we’ve out-activated Wimbledon, walking around London was insanity. We had the Trafalgar Square with McLaren.

“There was also Williams, Aston Martin, ourselves – it was the first time, in the eight years I’ve been at Formula 1, I’ve seen more Formula 1 activity in central London, and on Instagram and on social and everything else that I’ve seen ever.

“It means that not just bringing in the likes of LVMH and Pepsi, the reality is that the teams are our biggest marketing platforms as it relates to engaging with the audience and taking over different cities.

“But the way that you see LEGO doing a watch party and LVMH are consistently helping us push boundaries…I think that the whole sport is stepping up across the ecosystem.

“We’re pushing each other. We bring in an LVMH and then you see McLaren or Aston Martin, et cetera, doing amazing deals. So I just think it’s where we are and we can’t take it for granted.

“We have to keep innovating and pushing the boundaries, but we all have leaders above us and amazing teams below us to help us get there. So I’m very excited about what’s to come.”

The recent Global F1 Fan Survey, a collaboration between Formula 1 and the Motorsport Network, showed that a huge 94% of all respondents were expecting to still be following the series five years from now.

McLaren fans watch from a balcony during the F1 Grand Prix of Monaco

Photo by: Glenn Dunbar / Motorsport Images

“I think it was higher than all of us expected it to be,” admitted Prazer. “It means that we have to adjust our global marketing proposition to make sure that the future decision makers, who are all of those people, continue to remain engaged and excited.”

The thrills and spills of a memorable British GP played out at a time when F1: The Movie topped box offices across the world.

The summer blockbuster starring Brad Pitt has been a hit in terms of ticket sales, with Prazer pleased to see it opening the door to new fans, while also helping F1 learn how to talk to its fans at what could prove a pivotal moment when the 2026 regulation changes come into effect.

“I think it’s incredibly special. I think it takes the sport to the next level,” she added. “I think the soundtrack alone is something that we can reap the rewards off for many years. Like I say, it’s a lot of making sure that we continue the momentum, we convert the interest and make sure that we are talking to these people in the right way, explaining the sport going into 2026.

“One of the big propositions is making sure that we explain the regulation changes and the chassis changes. The racing is so good right now, and so we want to make sure that all of our fan base truly understand why we’re doing things like that, with explainer videos and what have you.

“The 2026 campaign is super exciting. We’ve got to get through this year and get to Las Vegas, which I am very excited. We’ve got tonnes of big surprises, as you’d expect. And continue signing sponsors that really do appeal to that generation.”