Brand Formula: An F1 Marketing Podcast

Brand Formula
  • 5.0 (2)
  • Sports

Welcome to Brand Formula, a new podcast focused on the marketing and brands at play in Formula 1 today.  Your hosts Mordecai & Elyssa, have 30 years of marketing experience across agencies, in house at brands, digital platforms, content studios, and more. Also, they are big F1 fans. Elyssa was raised on F1 from childhood and Mordecai is a Drive To Survive covid convert.  Each week Brand Formula will bring to takes on the brands around F1, the teams, and the driver’s themselves. Analyzing the advertising and marketing moves being made, the audience as it continues to evolve across markets, and look at white spaces they think need to be covered. Who is seeing a ROI and who’s DNFed.  Here we look at the brand formulas shaping F1 today. Thank you for listening, Hosted on Acast. See acast.com/privacy for more information.

Episodes

  1. Canadian GP | Popularity Contests, Icons Only, End of Pay to Play Drivers?

    May 26

    Canadian GP | Popularity Contests, Icons Only, End of Pay to Play Drivers?

    We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back and they needed this race. Three formation laps, McLaren betting on rain that never came, records broken, and a 19-year-old making Max Verstappen hug him on the podium whether he liked it or not. We are healed. Kimi on the podium with Lewis and Max felt like watching history be made in real time. We talk about what that moment meant, why Carmen Hamilton needs to be on every private jet this season, and why Kimi's decision to stay off social on race weekends and just win instead is quietly one of the most sophisticated brand plays on the grid right now. Then we get into the popularity contest that F1 is becoming, and what happens when a driver's cultural capital starts mattering as much as their lap times. Is the pay-to-play era dying? We look at Lance Stroll finishing 15th at his home race (2nd to last of drivers that finished), and ask what it actually costs Aston Martin to have him in that seat. Not just financially. Reputationally. Because the I AM brand work they are doing is genuinely excellent and the experiential strategy is one of the smartest on the grid. How long can great marketing carry a driver who isn't building a story? We want Jak Crawford. We get into the divide between champion sport and creator sport, and what Ovie Soko going on Love Island has to do with any of this. Montreal gets its flowers. Fan-led, walkable, city-wide, and genuinely accessible in a way Miami simply wasn't. Someone honey-water their bagels and they get it right every time. We close on Gucci x Alpine. The AI renders are everywhere. France would effectively be off the grid. Neither of us can fully explain it and we are going to need a whole separate episode when it actually happens. Monaco is next. Elyssa is manifesting. We are saying nothing more. Like, subscribe, and find us at @brandformulapod everywhere. Lights out. #F1 #Marketing #SportsMarketing #CanadaGP #KimiAntonelli #LanceStroll #AstonMartin #Alpine #Gucci #LVMH #DriverBranding #BrandPositioning #FemaleFandom #BrandFormula Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.

    43 min
  2. We Need A Race | Can F1 be a Swatch?, Charles's $100 Towel, & Dashboard Dreams

    May 17

    We Need A Race | Can F1 be a Swatch?, Charles's $100 Towel, & Dashboard Dreams

    We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are in double digits and both showing up in merch. You'll figure out whose when you tune in. The season is giving safety car energy. Races start, then stop, then there's a five week break, and all anyone has is hot takes and rumour mills. But the lull gave us something useful, because when the sport can't sustain the conversation on its own between race weekends, that is a brand positioning problem worth talking about. So that's episode ten. F1's brand positioning. Where it is, where it needs to go, and what happens if nobody does the work. We get into what it actually means to reposition a brand that is simultaneously the world's fastest growing sport and one of its most expensive and exclusionary. How do you serve a Rolex audience while the fastest growing segment of your fanbase wants a Swatch? We go deep on the Swatch x AP drop as a masterclass in luxury accessibility, what diffusion lines and Marc by Marc Jacobs erasers can teach F1 merch strategy, and why a 40 pound handkerchief and a 111 pound beach towel are quietly telling new fans they aren't really wanted here. We also get into what happened when F1 threw its first female fan viewing party in London and why the creator choices told the same story as the Apple Miami dinner. In and of F1. Still not the same thing. Then we build out the actual fan funnel. What does awareness look like in 2026? What's the light touch offering that turns a curious person into a committed viewer? And what does a stage four CRM fan look like? Mordecai is a stage twelve. We are not worried about her. Canada is finally on the horizon. Netflix is coming. IMAX screenings are happening. There are more access points than ever to bring new fans in. The question is whether F1 knows what to do with them once they arrive. Like, subscribe and find us at @brandformulapod everywhere. Lights out. #F1 #Marketing #SportsMarketing #BrandPositioning #FemaleFandom #FanAcquisition #Sponsorships #BrandPartnerships #AppleTV #Netflix #CanadaGP #McLaren #Ferrari #BrandFormula Hosted on Acast. See acast.com/privacy for more information.

    41 min
  3. Miami GP | IRL in Miami, Kimi’s Water Fight, Mates with McLaren & Female Fandom (Pt 2) Retention Tactics

    May 5

    Miami GP | IRL in Miami, Kimi’s Water Fight, Mates with McLaren & Female Fandom (Pt 2) Retention Tactics

    We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back for episode nine. It is so great to have a race weekend again, so much so Elyssa went to Miami. In this episode, we debrief the fan experience in Miami and talk solutions to the needed acquisition funnel for female fans. What does it actually look like to experience an F1 race weekend in the host city when you don't have a race ticket? Elyssa spent the weekend at fan activations, brand events, and the McLaren thousandth race experience at Regatta Harbor. She also ended up at the Ritz-Carlton the morning of sprint qualifying watching all the B2B marketers head to the race. The verdict on Miami? Quieter than expected. More B2B conference than fan festival. Salesforce showed up with a hundred clients. The empty seats during qualifying told a story all of their own. But Cadillac came with reggaeton, a low rider, a hair touch-up station, and a genuine understanding of where they were and who they were talking to. Someone over there gets it, and we think we know who. We also get into Apple's big Miami moment. The pre-show, the post-race POV, IMAX screenings, Suzy Wolf's book launch at the Apple Store, and the dinner caption that briefly broke the internet. In and of F1 are not the same thing. Whose dinner was it really? From there we go deep on the question this whole season keeps circling back to. Female fandom in F1 is at 50% and growing. So why does almost every retention tactic still feel like a photo booth and a nail station? We get into what an actual acquisition funnel for female fans looks like, what brands are missing by going for the glossy creator moment over the long-term relationship, and what F1 could learn from the Kentucky Derby, the London Marathon, and a CRM trigger. We also share our first Brand Formula IRL news. Silverstone viewing party with The Sunday Society girls at Soho House is happening. UK-based listeners, come find us. Like, subscribe, and follow us at @brandformulapod everywhere. Lights out. #F1 #Marketing #SportsMarketing #MiamiGP #FemaleFandom #BrandPartnerships #Sponsorships #McLaren #Cadillac #AppleTV #FanExperience #SportsMarketing #BrandFormula Hosted on Acast. See acast.com/privacy for more information.

    51 min
  4. Spring Break | Regional Brand Formulas, America's F1 B2B Marketplace, & Bienvenidos a Miami

    Apr 26

    Spring Break | Regional Brand Formulas, America's F1 B2B Marketplace, & Bienvenidos a Miami

    We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back for episode eight and race weekends are back. Elyssa is packing sunscreen and a rain poncho and heading to Miami. Mordecai is 3,000 miles away and absolutely fine about it. This episode we go wide. Really wide. We are talking about the brand formulas that makes a host country or city actually worth the investment, and what F1 does to a territory's economy, perception, and global standing when it shows up. Turkey is back on the calendar and the story of how they got there tells you everything about how modern F1 host deals actually work and why Lewis Hamilton racing in Africa before he retires is not just a dream, it is an obligation. Then America. Sixty years. Ten venues. One race held in a car park at Caesar's Palace. It took Drive to Survive, a Taylor Swift headline set, and a lot of capitalism to finally crack it. Now there are three US races, an Apple TV deal, and an 800 million dollar Brad Pitt film. We break down how the US went from F1's biggest miss to its most lucrative market, and why the secret formula there is less fandom and more B2B. The paddock club is not a fan experience. It is a sales meeting with better canapés. Elyssa reports en route to Miami on what brands are actually doing on the ground, from a $3,000 Amex supper club to a free McLaren x Sega fan weekend to a full yacht club built inside the track. Plus Sephora in the Paddock Club. We have thoughts. We close on Europe. Monza, Silverstone, Monaco, and the question of whether Madrid can deliver the three to four X economic multiplier they are promising when the new street circuit debuts. Like, subscribe, and find us at @brandformulapod everywhere. And if you are in Miami this weekend and can get Elyssa a ticket, you know where to find her. Lights out. #F1 #Marketing #SportsMarketing #Miami #MiamiGP #BrandPartnerships #Sponsorships #HostCities #F1America #Monza #Silverstone #Madrid #FemaleFandom #Sephora #BrandFormula Hosted on Acast. See acast.com/privacy for more information.

    39 min
  5. Spring Break | Sponsorship Then & Next with Marlboro Men, Women Making the First Move, and the Ruse of Rich Energy

    Apr 18

    Spring Break | Sponsorship Then & Next with Marlboro Men, Women Making the First Move, and the Ruse of Rich Energy

    We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back for episode seven, and we open on the best possible note - Doriane Pin drove a Mercedes F1 car today (18th April). The first woman behind the wheel of an F1 car in three years. We'll take it. Susie Wolff's video message to Doriane before she got in? A masterclass in mentorship. Go watch it immediately. This week we go into the then & next of F1 sponsors, and the integral role they have in the lore of F1. We're taking you through the arc of cigs & cars F1 sponsorship history to energy drinks to AI, and asking what it tells us about where the sport is going next. We start at the beginning with Gold Leaf Tobacco and the moment F1 opened the paddock to sponsors, and trace the Marlboro-Ferrari partnership that lasted five decades, even surviving the tobacco ban through a shell company called Mission Winnow ($0 brand equity, you could not make it up). We break down what Marlboro actually did right using the five P's of brand strategy, why that vintage merch is now selling for thousands on resale sites, and what genuine brand legacy looks like versus buying your way onto a car. We talk Benetton - the original world builders of F1. A fashion brand that bought their own team, made their drivers extensions of their brand identity, and had a six-year-old Elyssa begging her mom for the merch.  And we talk Rich Energy, the brand that was a bust. $770 in the bank. $35 million owed to Haas. A copyright infringement case mid-season. A CEO who ended a multi-year title sponsorship on Twitter. If you are a marketer who has never heard this story, go watch Drive to Survive seasons one and two immediately after listening to this episode.  We close on the white space, the brands that should be on the F1 grid and aren't yet. Female brands we’re talking about you, make the move... Off pod, we can’t wait for this break to end, and we're heading into Miami soon. If you want to host us trackside or panel side we’re at Possible, the Miami Grand Prix, Cannes Lions, and Silverstone. Reach us at brandformulapod@gmail.com. Like, subscribe, and tell your friends/colleagues. We're @brandformulapod everywhere. Lights out. #F1 #Marketing #SportsMarketing #BrandStrategy #Sponsorships #BrandPartnerships #Marlboro #Benetton #RichEnergy #Haas #F1Academy #DorianPin #FemaleFandom #BrandFormula  Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.

    44 min
  6. Spring Break | The Authenticity v Transparency Story: How the Brands of F1 Attain Ocon & Gasly levels of Forgiveness

    Apr 13

    Spring Break | The Authenticity v Transparency Story: How the Brands of F1 Attain Ocon & Gasly levels of Forgiveness

    We are Brand Formula: An F1 Marketing Podcast. Mordecai and Elyssa are back for episode six, and silly season has arrived early — only this time it's engineers and team principals making the moves, not drivers. We open on the paddock chaos of GP to McLaren and the subsequent gossip domino effect, and Lando's big YouTube push through Quadrant. Call us, Lando. But the real business of the episode is one of the most misused equations in marketing: brand authenticity versus brand transparency. Spoiler — they are not the same thing, and on the F1 grid right now, the difference is glaring. We dig into the Brand Formula to answer the interest in 100% authenticity vs. 100% transparency.  We break down the four dimensions of brand authenticity — continuity, credibility, integrity, and symbolism — and why authenticity is really your foundation (and why that word has been drained of all meaning). We look at heritage through Ferrari, quality through Mercedes, and ask some hard questions about where Williams and Haas actually stand. From there: Drive to Survive versus the F1 Movie as a masterclass in brand authenticity at scale — what they got right, what they got wrong, and why we're still watching anyway. Justice for Simone Ashley and for Yuki. We said what we said. Then we get into transparency — and why James Vowles FaceTiming the fanbase every Sunday is a case study in what happens when a specialist leads without a comms edit. We compare the Vowles vs. Toto school of brand communication, dig into the Williams x Atlassian partnership as actually getting it right, and wrap with the FIA's very real transparency problem and what incongruous storytelling is doing to fan trust. Brand forgiveness? We cover that too. Esteban. Pierre. A football game in France. Beautiful. We're at @brandformulapod on TikTok, Instagram, and YouTube. Please like, subscribe, and be transparent about it — tell your friends. Lights out. #F1 #Marketing #SportsMarketing #BrandAuthenticity #BrandTransparency #DriveToSurvive #F1Movie #Williams #Ferrari #Mercedes #Sponsorships #BrandPartnerships #Quadrant #FIA Hosted on Acast. See acast.com/privacy for more information.

    49 min
  7. Spring Break | Viewership Conspiracy Theories, Driver Entertainment, & Questioning Quadrant

    Apr 6

    Spring Break | Viewership Conspiracy Theories, Driver Entertainment, & Questioning Quadrant

    We’re in the unexpected five-week break in Formula 1 this spring, and the age old question of if you had all the time in the world what would you do has never been more relevant. In episode 5 of Brand Formula we look at the chatter, more conspiracy theories, around viewerships going viral on social media, and begin looking at the driver’s personal brands being developed further during this hiatus. We talk Lewis’s Dawn Apollo film production arm, Max’s racing investments, and Lando’s “Hail Mary” re-launch of his digital media platform Quadrant. We also re-visit Schumacher, the Marlboro Man, as L’Oreal brand ambassador as Sainz has taken the wheel post-ferrari to do the same as L’Oreal Global Brand Ambassador, and George/Carmen’s choice to enter the beauty market with “Barrier.”  Today’s ep is the start of much conversation. We’ll never take the April races for granted again. Thank you for listening and please do like and subscribe @brandformulapod on all socials. Your support means the world. Hosted on Acast. See acast.com/privacy for more information.

    43 min
  8. Japan GP | Aston v Godzilla, OEMs v 2026 Regs, & Mario's Bad Actors

    Mar 30

    Japan GP | Aston v Godzilla, OEMs v 2026 Regs, & Mario's Bad Actors

    Welcome to Brand Formula, where we delve into the marketing and branding strategies within the exciting world of Formula One. As avid F1 fans with over 30 years of combined marketing experience, we explore the intricate dynamics of brands, teams, and drivers. In this episode, we focus on two critical aspects of F1: Original Equipment Manufacturers (OEMs) and Intellectual Property (IPs). Understanding the opportunities of aligning with these partners is essential for grasping the broader implications of branding in motorsports. We breakdown the trust proxy of OEMs in Formula One, where an engine, title sponsorship, and more can uptick a brand's value by billions and dilute it by millions in a couple seasons. We look at Honda's three team journey to date, Toyota's slow and steady strategy. - **Definition and Importance**: OEMs play a pivotal role in the automotive industry, showcasing their latest technologies and innovations on a global stage. Their presence on the track significantly influences brand visibility and consumer interest. - **Examples of Key Players**: Major players like Mercedes, Ferrari, and the new entrants such as Audi and Cadillac are not only competing for race wins but are also demonstrating what technologies may soon appear in consumer vehicles. - **Impact on Consumer Perception**: The association with high-performance racing enhances the brand image of these manufacturers, allowing them to position themselves as leaders in innovation and performance. And we look at IP as we hit summer blockbuster season. Toyota's Godzilla livery and the power of a long term partnership with meaning, and how the most talked about "character" on the grid (Mario) could show up en masse, and miss the moment. **Key Takeaways**: - OEMs are integral to F1, showcasing innovations that influence consumer choices. - IP is crucial for protecting assets and generating revenue through merchandising and licensing. - The long tail brand story of each these elements shapes the future of ROI in motorsports. For more insights into the marketing strategies in Formula One, check out our previous episodes and stay tuned for more discussions on how brands are finding their Brand Formula. Hosted on Acast. See acast.com/privacy for more information.

    39 min
  9. F1 Female Fans | P1: State of Play | "Mega" YOY Growth, Avoiding The "Swift" Effect, & When Glitter Bombs With Girls

    Mar 23

    F1 Female Fans | P1: State of Play | "Mega" YOY Growth, Avoiding The "Swift" Effect, & When Glitter Bombs With Girls

    The Brand Formula for Female Fandom - Part 1: F1 State of Play We are Brand Formula: An F1 Marketing Podcast. We, Mordecai and Elyssa, are your hosts bringing over 30 years of combined marketing experience and a passion for F1.  In Episode 3 we take our first weekend off in 2026 to focus on the primary driver of Brand Formula and F1 - Female Fans. The rise of female fandom in Formula 1 is not just a trend; it represents a significant cultural shift in the sport. As marketers and brands adapt to this new reality, they must recognize the unique perspectives and passions that female fans bring to the table. As this is our first episode on the topic, we get right into the numbers breaking down the high YOY growth numbers of F1 female fandom and what is driving them to it. This is a global market that cannot be ignored. We highlight, the creator community that’s doing the leg work that brands need to take notes from, not just take from. Brands get a real ROC (Return on Community) with female fans in F1. An shout outs to (just a few) of the female content creators we consider as doing the lord’s work: @formula_dev @fanbehaviorpodcast @itslennaja @tonicowanbrown @podiumsundays @marissakumari In this episode, we also yellow flag a giant warning to not have the Taylor “Swift Effect” that occurred in NFL marketing strategy irreparably damage the robust conversation and diversity of female fandom when Kim Kardashian (potentially) makes her debut in the Ferrari garage this weekend.   We don’t stop with the NFL comparison as we think there are a lot of lessons to be learned, and revenue to be generated. And we highlight the marketing to female tropes that have failed female fans to date, ie. when glitter bombed with Sky's Halo. Enjoy the episode, and as we continue to explore these dynamics, we invite all of you to follow along and engage in the convo. We are on all the platforms @brandformulapod.  Don’t forget to rate and subscribe (5 stars please.) Hosted on Acast. See acast.com/privacy for more information.

    40 min
  10. China GP | Disney Drops, Cadillac's Other Car, & Sponsorship IOUs

    Mar 16

    China GP | Disney Drops, Cadillac's Other Car, & Sponsorship IOUs

    Welcome to Brand Formula: An F1 Marketing Podcast - Episode 2 All is well for Italy, and it's all love for Peter Bonnington following a brilliant race weekend in China. One of us cried, and the hole in our Ferrari/Hamilton heart is whole again. Down to business, in this episode we breakdown the Disney x F1 partnership, Cadillac taking their American brand to the global "car show", and what happens with your sponsors when you no show on the grid (McClaren) and fail to start a season (Aston Martin.) First up, Disney has joined the paddock to "Fuel The Magic" but what are they actually up to. We breakdown their early partnership moves across the first 2 GPs, collab launches with Uniqlo, miniso, and Gentle Monster, their Webtoons and more. What's a hit and what's a miss. Cadillac held a car launch in Shanghai, and we take a look at what a statement that is. And last, with two DNS for McLaren, and a car still testing with Aston Martin, we talk through what happens when you fail to meet expectations of your sponsorship contracts in live sport, and who an IOU actually hurts. This episode is for fans of F1, marketers, or both. We hope you enjoy. Please like and subscribe. We're also dropping episode clips and some of our favourite F1 creators content at @brandformulapod on TikTok, Instagram, and YouTube. Enjoy the episode! #F1 #Marketing #SportsMarketing #Sponsorships #BrandPartnerships #Cadillac #Disney Hosted on Acast. See acast.com/privacy for more information.

    38 min
  11. Australian GP | Apple TV v Sky & AI Sponsorships

    Mar 12

    Australian GP | Apple TV v Sky & AI Sponsorships

    Welcome to Brand Formula: An F1 Marketing Podcast. We are Mordecai and Elyssa, your hosts with 30 years of combined marketing experience and a genuine love for this sport. One of us has been watching since childhood. One of us was converted by a pandemic and a Netflix show. Both of us have opinions. Episode one and we are straight into it. Australia delivered a race weekend with a lot to talk about, and we are not here for the race recap. We are here for everything happening around it. Apple TV made their F1 debut this weekend and we have thoughts. The product? A genuine upgrade. The launch? A missed opportunity. When the fans are doing your onboarding comms for you, something has gone wrong. We get into what Apple got right, what they left on the table, and what this deal could actually become as the season builds. Then we get into AI. Every team seems to have one now and the logos are on the cars. But can anyone actually explain what they do or why it matters to a fan? We break down the full grid of AI partnerships, the numbers behind them, the cash versus utility split that is quietly reshaping how sponsorship value works in the cost cap era, and which partnership we think is doing it best. Episode one. Come for the marketing takes, not the lap times. Like, subscribe, and find us everywhere at @brandformulapod. Lights out. #F1 #Marketing #SportsMarketing #AppleTV #AISponsorship #BrandPartnerships #Sponsorships #McLaren #Mercedes #Williams #Cadillac #Anthropic #GoogleGemini #BrandFormula Hosted on Acast. See acast.com/privacy for more information. Hosted on Acast. See acast.com/privacy for more information.

    39 min
  • 11 Episodes

Ratings & Reviews

5
out of 5
2 Ratings

About

Welcome to Brand Formula, a new podcast focused on the marketing and brands at play in Formula 1 today.  Your hosts Mordecai & Elyssa, have 30 years of marketing experience across agencies, in house at brands, digital platforms, content studios, and more. Also, they are big F1 fans. Elyssa was raised on F1 from childhood and Mordecai is a Drive To Survive covid convert.  Each week Brand Formula will bring to takes on the brands around F1, the teams, and the driver’s themselves. Analyzing the advertising and marketing moves being made, the audience as it continues to evolve across markets, and look at white spaces they think need to be covered. Who is seeing a ROI and who’s DNFed.  Here we look at the brand formulas shaping F1 today. Thank you for listening, Hosted on Acast. See acast.com/privacy for more information.

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