Formula 1® strengthens its global media offering through partnerships with Wavemaker and Brainlabs

Formula 1· today announces it has entered into independent partnerships with leading media agencies, Wavemaker and Brainlabs.

These partnerships, the first of their kind for the sport, will support Formula 1’s commitment to grow its fanbase and increase engagement among key audiences.

Wavemaker will provide lead support on Formula 1’s global brand campaign, working to further re-engage its current customer base as well as connect the brand to a new, younger target audience across 90 international markets.

Brainlabs will work alongside Wavemaker on Formula 1’s performance marketing, helping to grow the momentum behind its paid strategy across digital channels around the world.

Throughout 2017, the new Formula 1 management team has focused its efforts on strengthening the sport’s commercial arm as it aims to broaden its appeal to new and more digitally engaged audiences.

These appointments represent the latest step in this expansion plan, as Wavemaker and Brainlabs join communications agency, Edelman and creative outfit, Wieden+Kennedy to support Formula 1. The pitch process and appointments were handled by Oystercatchers.

Ellie Norman, Director of Marketing, Formula 1 said:

“These new partnerships with Wavemaker and Brainlabs will support our strategy of making Formula 1 a truly global media and entertainment brand with the soul of a race car driver, as we continue to position the sport as being ever more fan-centric. Both Wavemaker and Brainlabs are standout agencies in their respective fields as curators of engaging content that resonates with its target audiences. Selected for their flexibility and versatility, passion for the Formula 1 brand and bespoke approaches, these agencies will be valuable strategic partners as we look towards the 2018 season and our continued ambition to be more mobile and digital led.”



Alex Altman, President of Wavemaker Global Client Operations, said:

“We can’t wait to start our journey with Formula 1 and are looking forward to helping them ignite a  much greater level of engagement among existing and untapped fans, as well as connecting with younger audiences.”


Daniel Gilbert, Brainlabs CEO, said:

“We’re going to supercharge Formula 1’s performance marketing worldwide across paid digital channels.

Our industry leading in-house tech and team of software developers will certainly be aiming to get Formula 1 into pole position in their mission to become digital leaders in the modern world of global sport.”





Notes to editors:


About Formula 1®

Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. The 2018 FIA Formula One World Championship™ runs from March to November and spans 21 races in 21 countries across four continents. Formula One World Championship Limited is part of Formula 1, and holds the exclusive commercial rights to the FIA Formula One World Championship™.

Formula 1 is a subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB, LSXMK, BATRA, BATRK, FWONA, FWONK) attributed to the Formula One Group tracking stock. The F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX and related marks are trade marks of Formula One Licensing BV, a Formula 1 company. All rights reserved.

About Wavemaker

Wavemaker is a billion dollar-revenue next generation agency that sits at the intersection of media, content and technology. We are obsessed with the customer’s purchase journey and is what connects our mission directly to our client’s business challenges. We invented WM Momentum, the world’s most comprehensive study into how people make purchase decisions and have conducted over 375,000 surveys in 35 markets and across more than 70 categories. We are a business that is powered by the creativity and curiosity of our 8,500 people in 90 countries, united by our PACED values. We are a part of GroupM, WPP’s global media investment management company. For more information, go to


About Brainlabs

Brainlabs is a Digital Media agency that uses data and automation to drive growth for its clients in paid search, programmatic and paid social. Brainlabs also works with in-house teams to provide technology and strategic consultancy.




F1 media contact:

Norman Howell, Director of Communications, Formula 1

E: [email protected]

M: +44 (0)7920 181 929


Formula 1 Press Office

E: [email protected]


Edelman Press Office

E: [email protected]


Wavemaker Global Media contact:

Katrine Graugaard, Global Communications Partner, Wavemaker

E: [email protected]


Brainlabs Media contact:

John Lidiard, Senior Content Manager

E: [email protected]