From Paddock to Pop Culture: Motorsport Brands Are Redefining Fan Engagement

F1 teams and partners are merging sport, design, tech, and storytelling into a global movement.

Motorsport marketing isn’t just about cars and logos anymore. It’s evolving into something broader—part storytelling, part streetwear, and part digital fandom. From collectible collabs to creator-led campaigns, teams and partners are shifting gears to build longer-lasting relationships with fans.

Louise McEwen, Chief Marketing Officer at McLaren Racing, is positioning the team beyond the track, with a lifestyle-first approach. Guillaume Vergnas of BWT Alpine F1 Team is pushing digital engagement through Web3 and loyalty tech. Emily Jacobs at the LEGO Group is connecting generations through licensing that blends nostalgia and relevance. And Laurence Joslin of New Era Cap is turning headwear into culture.

The conversation, moderated by Tom Brown of BlackBook Motorsport, unpacks how brands are building connection and value in an increasingly experience-driven market.

The Lowdown

• McLaren’s brand strategy blends content, lifestyle, and global fan access.

• LEGO connects through storytelling and play, backed by licensing strength.

• Alpine uses wearable tech and Web3 to personalize the fan journey.

• New Era fuses fashion and fandom with a drop-led approach to merch.

• Local execution and clear brand voice are key to reaching new audiences.

“We are the gatekeepers to joy” — Louise McEwen, McLaren Racing

McLaren is rethinking what it means to be a motorsport brand. They’re investing in creator partnerships, TikTok content, and influencer-led campaigns that speak to wider culture. Whether through fashion, tech, or lifestyle, the aim is access and relatability.

The “Creative Collective” brings in voices beyond racing to help tell the story—often to fans who’ve never watched a full race.

“Creators help us connect in ways traditional campaigns can’t.” —Louise McEwen

“From Play to Platform” — Emily Jacobs, LEGO Group

LEGO’s approach is rooted in storytelling. Whether it’s a Speed Champions set or a full-scale activation, the goal is to make the brand feel personal. Their partnerships aim to serve different levels of fandom—collectors, casual fans, and families alike.

LEGO isn’t just licensing a look; it’s building a shared narrative around motorsport.

“Play invites people into the story, no matter their age.” —Emily Jacobs

“The NFC chip is just the start” — Guillaume Vergnas, Alpine F1 Team

Alpine is moving fast in the digital space. From wearable NFC apparel to their new Rise+ loyalty platform, they’re using technology to reward fans for how they engage—not just what they buy.

By capturing zero-party data, they’re able to personalize content and promotions to the fans who are most active and invested.

“The goal is to make every product a gateway to something deeper.” —Guillaume Vergnas

“Headwear as identity” — Laurence Joslin, New Era

New Era’s strategy is rooted in product storytelling. Their F1 collections reflect team identity but also connect with broader streetwear trends. From localized activations to special edition drops, the goal is to move beyond merch—and into style.

It’s about repping your team in ways that feel current and wearable off-track.

“We want fans to feel like part of the culture, not just the crowd.” —Laurence Joslin

Quickfire

How do you reach fans who never attend a race?

Through digital activations, creator partnerships, and local events. —Louise McEwen & Guillaume Vergnas

How do you appeal to both core and casual fans?

Create layered experiences—products and content that work for both ends of the spectrum. —Emily Jacobs & Laurence Joslin

What's the most valuable metric today?

Shareability. If fans are reposting or sending content to others, it's working. —Louise McEwen

Q: What’s next for merch?

Integration—tech and content built into the product experience. —Guillaume Vergnas