Amex inks multiyear F1 Americas deal

The partnership includes activations at the Canadian Grand Prix.

American Express has signed a multi-year partnership with Formula 1 (F1) to offer its customers and race fans a variety of on-site and digital experiences.

The activations begin this weekend with the first qualifying session at the Canadian Grand Prix in Montreal on Saturday. Amex will host a custom art installation with giveaways and photo opportunities for attendees and sponsor the Trackside Lounge, a place that will offer guests a premium view of the race. The lounge is available to all Amex cardholders.

The company will also provide radios with live F1 commentary. They will be distributed from branded radio towers across the race venue, giving customers the chance to keep up with the latest during the race weekend. Cardholders will also be able to get a 10% discount on in-stock purchases at the official F1 and CGV merch store located at the Circuit Gilles-Villeneuve when paying with their Amex card.

The activations are being supported with influencer content on social media and ads on TikTok and Meta. UM is handling media buying related to the Canadian Grand Prix of Montreal, North Strategic is leading the media and influencer amplification strategy with Wasserman behind the strategy and experiential elements.

“The F1 fan base and viewership has grown exponentially over the past several years among Millennials and Gen Zs, our fastest-growing consumer cardmember cohort, which makes our involvement in the sport a natural fit for Amex,” Shiz Suzuki, VP of global brand sponsorships and experiential marketing at American Express, tells Media in Canada.

Suzuki says we are in the midst of an experience era, where people value travel and lifestyle more than ever before. “Experiences are at the heart of what Millennials and Gen Z care about,” she says. “Think about the card member who gets tickets to an F1 race and then being on site to have access to the best view of the starting grid and a premium view of the podium at the Amex Trackside Lounge – that’s what matters to this generation.”

“And American Express isn’t just in the card business, they are in the business of membership,” she adds. “Membership means creating meaningful value for our cardmembers across areas they are passionate about through access to the best-in-class travel, entertainment and dining experiences and benefits, including F1.”

Amex plans to roll out more activations at F1 races this year in other locations such as Austin, Mexico City, Sao Paulo and Las Vegas.

The Canadian Grand Prix, an annual motor racing event, will be held from June 7 to 9 at the Circuit Gilles-Villeneuve in Montreal.