American Express (Amex) and Formula 1 have announced an exciting new multi-year sponsorship agreement that elevates their existing partnership from a regional focus in the Americas to a global scale. This expansion makes Amex an Official Partner of Formula 1 across every continent where F1 races, including Australia, Asia, Europe, the Americas, and the Middle East.
Elizabeth Rutledge, Chief Marketing Officer at American Express, expressed her enthusiasm for this next phase:
“We are thrilled to expand our relationship with Formula 1, building on the strong momentum of the sponsorship in the Americas over the past year. This demonstrates yet another way we are continuously enhancing the value of American Express Membership for Card Members around the world. With over 300 million fans aged 18-34 worldwide, F1 continues to grow in popularity and as a passion area for Millennials and Gen Z—American Express’ fastest growing customer segment.”
This new global alignment between Amex and Formula 1 showcases the company’s dedication to offering exclusive benefits and unforgettable experiences for its cardholders and aligns with the growth of F1’s global fanbase, particularly among younger demographics. The collaboration emphasizes the increasing value of sports sponsorships as a strategic engagement tool for Amex’s Millennial and Gen Z customer base.
Emily Prazer, Chief Commercial Officer at Formula 1, added:
“American Express has been a fantastic partner to Formula 1 in the Americas and as a supporter of F1 Academy. I’m delighted that they have expanded their relationship with us to become an Official Partner. We look forward to working with Amex to enhance the experience of Card Members at our races and showcasing Amex perks to our existing fans everywhere we race.”
