Was $300M worth spending on F1 movie?

F1 Movie hasn’t even been released yet, and it already feels like the biggest marketing event of the year. Whether you’re into Formula 1 or not, the movie has found a way to sneak into your feed, your fast food order, your toy shelf, your Apple device, and maybe even your wallet. Literally.

This isn’t just about promoting a film. It’s about turning a fictional racing team into a global lifestyle brand before the movie has even hit theaters.

F1 has gone really wild with the marketing. While I cannot cover all of them, let me give you a brief.

Star Power Meets Sport Power

Brad Pitt. Damson Idris. Lewis Hamilton. These 3 names are a PR goldmine. It bridges F1’s global fandom with Hollywood glamour, opening doors to audiences who may not care about motorsports but do care about Brad Pitt behind the wheel.

Brad Pitt, Lewis Hamilton and Damson Idris

Real Tracks, Real Weekends

Filming took place during actual F1 Grand Prix weekends. That gave the crew access to real-world energy, fan environments, and the sport’s live backdrop, which they’re now using heavily in all promotional material. It makes the film feel real, even if it’s fiction.

Apple’s Full Ecosystem Push

They’ve gone all-in with the promotion, using every tool in their kit. They launched a special racing experience on the Apple Vision Pro headset that puts you right in the action with Brad Pitt. Then there’s the haptic trailer that makes your phone vibrate in sync with the scenes , pretty cool stuff. At their big WWDC event, they kicked things off with a fun video of Craig Federighi racing a Formula 1 car around the roof of Apple Park. It set the tone for how seriously they’re backing this movie. Later, Tim Cook made a surprise appearance at an Apple Store with Brad Pitt to promote it even more.

From products to events, Apple is turning everything into a way to hype the movie, and honestly, they’re doing it in a way that feels exciting and very Apple.

Hot Wheels

Mattel’s Hot Wheels released a collector’s edition APXGP car with film-accurate detailing, showing how deep they’re leaning into making this a pop culture moment.

APXGP x HotWheels

Fast Food Collabs — McDonald’s and KFC

In Latin America, McDonald’s released an F1-themed meal combo with mini race cars, while KFC launched a “Box Box” campaign — a cheeky nod to F1 pit stops — alongside their \$7 Fill Ups.

Neither of these brands are directly tied to motorsports. But they didn’t need to be. F1 is hot, and the movie gave them an excuse to ride the wave.

Beverage & Software Promotion

Heineken 0.0 dropped an ad featuring Brad Pitt and Damson Idris while subtly pushing the alcohol-free narrative.

Expensify, a finance software company, put its branding on a fictional race team, betting on visibility in a global blockbuster.

And honestly, this is probably just 1% of the marketing that’s out there. From a massive premiere in New York to a star-studded launch in London, they’ve gone all out. They’re even selling popcorn in F1 helmet-shaped buckets. Every single detail has been thought through, and it shows.

What we’re witnessing is the blurring of lines between fictional content and real-world marketing platforms. Everything — and I mean everything — is being used to promote this film. It’s brilliant, but also overwhelming.

McDonalds x F1 Marketing

Here’s the thing:

• For brands, this is a once-in-a-decade moment. You get Brad Pitt, Formula 1, and Apple, all in one package.
• For non-F1 fans, the strategy is clear: get them interested before the lights go out.
• For F1 fans, it’s a little bittersweet.

And maybe the real twist here is this: everything involved in F1 is promoting the movie, and everything not involved is using the movie to promote themselves. Yes, the marketing is impressive. It’s everywhere, and it’s working.

That said, if this movie brings more people into the world of F1 — people who might fall in love with the sport just like we did then maybe all this hype is a good thing.

Pratiksha Thorvat Content Writer Box Box Club

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