This mini session will demonstrate how F1 has expanded the sport’s global appeal and turned it into a sponsorship haven for brands like Mastercard. It will explore how F1 builds deep connections with fans and how Mastercard leverages those relationships showing why sport, and F1 in particular, is so valuable to brands.

The discussion will offer insight into how sport can be better monetized through the use of data, measurement, and fan experience. F1 has pioneered a partnership model that extends beyond race day to encompass the entire build-up, creating continuous engagement and value.

For brands investing significant media spend and time into sponsorships, understanding visibility and outcomes beyond audience reach is essential and this session will show how F1 helps deliver exactly that.