Why Brands Sponsored the Latest F1 Movie Starring Brad Pitt
And why it’s more than just a film.
In 2025, Brad Pitt starred in one of the most talked-about sports films of the year, F1: The Movie, a $200 million project backed by Apple Original Films and Warner Bros. But this wasn’t just another racing movie. It became a major marketing moment, pulling in global brands who weren’t just investing in a story, they were buying into a new kind of sponsorship platform. From the outside, it may seem surprising. Why would top brands spend serious money on a fictional Formula 1 team? But dig a little deeper, and it all makes sense
Let’s explore how this movie turned into a golden opportunity for brands, and why it may be the future of sports marketing.
What’s the Movie About?
Brad Pitt plays Sonny Hayes, a retired Formula 1 driver who’s called back to guide a young rookie into the sport. The story revolves around a fictional team called APXGP, but here’s where it gets interesting: everything about this team feels real.
- Real Formula 1 cars were used.
- Real racing circuits like Silverstone were featured.
- Some scenes were shot during actual F1 weekends alongside real teams.
The result? A movie that looks and feels like it’s part of the F1 world. And that’s exactly why brands wanted in.
Why Were Brands So Eager to Sponsor?
1. Formula 1 Is Booming, And So Are Its Viewers
F1 isn’t just a European sport anymore. It’s going global, and fast. According to BlackBook Motorsport, total sponsorship in F1 is expected to reach $2.9 billion in 2025, up 10% from last year. That puts it right next to the NFL in terms of sponsorship value, and even ahead of leagues like the NBA or English Premier League.
Plus, the fanbase is shifting
- The U.S. Grand Prix is now one of the most-watched races.
- F1’s Netflix show Drive to Survive brought in millions of new (and younger) fans.
- In 2023 alone, over 1.5 billion people tuned in to at least one F1 race.
A big-budget Hollywood movie with Brad Pitt only adds to that momentum.
2. The Fictional Team Is Marketed Like a Real One
The team at the center of the movie, APXGP – isn’t just a prop. It’s a fully branded, carefully crafted team that has its own identity, car livery, social media presence, and even partnerships. It’s featured not only in the film, but also in other places like
- EA Sports’ F1 25 video game, where players can race as APXGP
- Merchandising opportunities like race suits, teamwear, and collectibles.
- Movie trailers and racing circuits where the car was seen driving.
For brands, that’s visibility not just in cinemas — but across gaming, sports, and lifestyle.
3. It’s a Storytelling Platform, Not Just a Logo Spot
Traditional sports sponsorship often means putting your logo on a car or a billboard. But in this case, brands became part of the story. Their logos appeared on the car, on the driver suits, in the garage — all woven naturally into the plot. This kind of brand integration is much more powerful because it feels real. And it helps audiences connect with the brand on an emotional level, not just a visual one
Which Brands Were Involved?
Let’s look at a few of the big-name sponsors who partnered with the film:
- IWC Schaffhausen – Swiss Luxury Watch Brand
IWC is known for precision, luxury, and craftsmanship, values that align perfectly with Formula 1. The brand sponsored the fictional team APXGP and its logo appears across race suits and pit gear in the film. IWC has also been a long-time sponsor of Mercedes’ real F1 team.
- Mercedes-AMG Petronas – Real F1 Giants
Mercedes went beyond sponsorship. They helped build the cars used in the movie. Their engineering team worked with the filmmakers to make sure everything looked and sounded like real racing, adding authenticity that fans would notice. They also allowed filming at their garage and provided technical support
- EA Sports – The Gaming Giant
EA integrated APXGP directly into their latest game, F1 25. Players can choose the fictional team, unlock special movie content, and feel part of the cinematic world. It’s a smart way to keep audiences engaged long after they’ve watched the film
A New Era of Sports Sponsorship
- For brands: This opens new, creative ways to be part of global sports conversations.
- For fans: It makes the experience more fun and interactive, both on-screen and off.
- For the sport: It brings in new audiences who might not watch races but will watch a Brad Pitt movie or play the F1 game.
And let’s not forget, this movie had a $200 million budget. That alone shows how much belief Apple and Warner Bros. had in its potential to shape not just entertainment, but commercial partnerships too.
Final Thoughts
F1: The Movie is more than just fast cars and dramatic racing scenes. It’s a glimpse into where sports, entertainment, and branding are headed next.
Brands like IWC, Mercedes, and EA Sports saw it early, that this wasn’t just a film, it was a movement. By becoming part of a believable, cross-platform racing universe, they’ve managed to stay ahead of the curve in a way that’s exciting, immersive, and very, very smart.
In the end, sponsoring a fictional team might just be the most real opportunity brands have seen in a long time.
