Imagine a theatrical release that doubles as a showcase of Apple’s technology ecosystem, a communications platform for Formula 1, a lifestyle campaign for Tommy Hilfiger, and a brand story for Heineken 0.0. Without ever feeling like an ad. F1: The Movie, premiering this week, is exactly that.

More than a racing film, it’s a case study in 360-degree co-branding. Brands are not just visible but meaningfully integrated into the story and activated with commercial intelligence.

Branded Entertainment at Its Best

The film is produced by Apple Original Films, Jerry Bruckheimer, Plan B, and F1 driver Lewis Hamilton (through his company Dawn Apollo), with support from Formula 1. From the very first frame, it’s clear F1: The Movie aims to be more than just a Hollywood spectacle. Hamilton guided the director on the technical accuracy of the cars and sounds. Actors like Brad Pitt and Damson Idris filmed during actual Grand Prix weekends, surrounded by real F1 teams. Apple deployed its own technology, including a custom camera rig based on an iPhone, to amplify the visceral, mechanical feel of the action.It’s all about authenticity, and that’s where the brand partnerships shine. The film shows how brands can go beyond screen presence and become part of the story. These aren’t superficial placements, but partnerships that align with the world, the characters, and the narrative. That’s what makes it feel so natural, and so effective.

Formula 1, long a fertile ground for sponsorship, uses the film to reposition itself for a younger audience. Not just as a sport, but as a cultural lifestyle brand. Apple, in turn, weaves the film into its own ecosystem in every way possible. Before Brad Pitt even speaks, he’s already wearing a pair of AirPods Max. The film is promoted through Apple Wallet notifications, Apple Maps integrations, and will debut globally on Apple TV+.

Rather than relying on traditional product placement, Apple opted to collaborate with brands that enhance the story itself. The fictional APX GP team is not only visually convincing, it is commercially and narratively integrated.

Brands as Creative Partners

The fictional APX GP team, which sees Brad Pitt making a comeback as a driver, is supported by a carefully curated lineup of real-world brands that act as creative partners. The film presents a brand ecosystem that extends far beyond the screen. These brands are not passive sponsors; they are active players in the larger narrative.

• Mercedes-Benz not only supplied the race cars and safety car used in filming, but also launched a limited edition AMG GT63 APXGP model. Only 52 units were produced, complete with gold accents and APXGP branding on the floor mats and dashboard.
  
• Tommy Hilfiger designed the team uniforms and launched a capsule collection. Damson Idris wore a custom racing suit and a Swarovski-covered helmet on the Met Gala red carpet, a moment that quickly went viral.
  
• Expensify is the top sponsor of the fictional F1 team. Its logo appears prominently throughout the film’s two-hour runtime, but the collaboration goes far beyond that. CEO David Barrett said in his note to investors the following: “we are extremely excited for the visibility we will get in the movie and lead up advertising: this gives us incredible exposure on a global basis, and we believe it is possibly one of the best brand placement opportunities ever.”  When Idris walked the Met Gala carpet in an APX GP racing suit with the Expensify logo, it led to an immediate fourfold increase in new sign-ups. 

• Zalando supported the collaboration with app push notifications highlighting the film release and the Hilfiger collection.

• Heineken , a global sponsor of Formula 1 since 2016, leveraged Heineken 0.0’s presence in the film with a campaign starring Brad Pitt centered around focus and balance.

“By being part of F1: The Movie, we’re bringing the conversation around moderation to a global and emotionally resonant platform,” says Heineken global head Nabil Nasser. “This partnership isn’t just about visibility. It’s about making alcohol-free choices socially accepted and second nature.”

• IWC Schaffhausen released exclusive timepieces tied to the film, which are also worn by characters on screen. One of the race cars was showcased at the Goodwood Festival, where cast members engaged with fans.
  
• Qatar Airways chartered a Boeing 777-300ER to fly drivers and team principals to the New York premiere and appears both on screen and in the film’s global promotional materials.
  
• EA Sports integrated the fictional team into F1 25, including special gameplay chapters inspired by the movie. Hot Wheels released a die-cast model of the APX GP car. Regal Cinemas offers collectible helmet-shaped popcorn buckets. Brembo developed a custom braking system for the APX GP car. Brands such as SharkNinja, Geico and American Express appear across cars, uniforms, and sets.
  
• Several local partnerships are also in place. Samsung Electronics Australia, Kayo Sports, AAMI, GIO, Audible and Honda are activating the film through regional campaigns ranging from streaming bundles to co-branded retail and promotional tie-ins. 

A Mutually Reinforcing Ecosystem

These integrations are not only strategically valuable for the brands, but also vital to the production and distribution model behind the film. According to Sports Business Journal, brand partners contributed an estimated 40 million dollars . This helps reduce production costs and significantly increases the film’s profitability.

But the real value lies elsewhere. When dozens of brands around the world use their own channels to promote the film, through retail campaigns, social media activations, and red carpet moments like the Met Gala, it amplifies visibility and momentum. This increases the chances of a box office and streaming hit, which in turn makes the brand participation even more valuable.

It’s a true symbiosis. The better the film performs, the stronger the brands look. And vice versa.

From Brand Visibility to Brand Relevance

The strength of F1: The Movie is not in how many people see it, but in how deeply the brand integrations are embedded. These brands are not just props; they are part of the story. They reinforce the credibility of the fictional world while building their own values in the process.

At the Miami Grand Prix, fans were already spotted wearing APXGP merchandise. Sponsorship expert Will Saunders calling it “one of the most surprising things I’ve ever seen.”

And that’s the real lesson here.

Branded content has been a buzzword for years, but too often it ends up as fragmented campaigns, short-lived formats, or content nobody asks for. F1: The Movie shows what’s possible when brands become part of entertainment people actually want to watch. Not by stealing attention, but by earning their place in the story. That’s when brands become culturally relevant. That’s when they build fans.

A New Standard

This film signals where brand marketing is heading. It hasn’t even hit global theaters, and already the conversation is about the brands. Not because of pre-roll ads or sponsored interludes, but because of co-creation. Brands that think along from day one, invest in quality, and add substance to the creative process. Branded entertainment isn’t a spin-off of the brand anymore. It’s a strategic core.

For marketers wondering how to stay relevant in an overloaded market, the answer is simple: invest in entertainment.

The Missing Link: Without Connection, It's Just a Cameo

F1: The Movie shows what’s possible when brands are involved from the start. But these kinds of deep collaborations don’t happen on their own. They require a different approach, one where producers open their projects to brand partnerships early on. And one where marketers look beyond media buying and become true creative partners.

This takes more than enthusiasm. It demands specific expertise, a shared network, and the ability to speak both the language of storytelling and the logic of marketing. Producers often don’t have the time or knowledge to build that bridge. Brands don’t either. And most agencies aren’t structured to take on this role.On top of that, true co-creation also depends on collaboration with the distributor or streaming platform, not just to release the film, but to coordinate joint marketing efforts. This is about the triangle between producer, brand, and platform. And the connection between them.To make that work, a new role is needed. A role like the Chief Entertainment Officer, previously advocated here. Someone who brings together creativity, commerce, and culture. Someone who can build the bridge before the first script is even written.

Previously published on: Adformatie