# Official Racecar Partnerships American Express Announced a Multi-Year Sponsorship with Formula 1 By Debra John | Published 2024-10-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sponsorship-with-formula-1 References: [americanexpress](https://www.americanexpress.com/en-us/benefits/membership/experiences/) & [americanexpress](https://www.americanexpress.com/en-ca/1)  American Express has announced a multi-year sponsorship with [Formula 1](https://www.trendhunter.com/trends/partnership-with-formula-1), becoming an official partner of the racing organization. This partnership expands the company’s previous role as the '[Official Payments Partner](https://www.trendhunter.com/trends/american-airlines-and-mastercard)' for Formula 1 in the Americas, which included five races, to encompass over 20 races globally. The objective of this expanded collaboration is to enhance the experience of American Express cardholders at select Formula 1 Grands Prix throughout 2025, including the Canadian Grand Prix in Montreal, scheduled for June 13–15. As an Official Partner, American Express will significantly increase its presence at Formula 1 events, allowing for exclusive access and experiences for a wider range of card members. Elizabeth Rutledge, Chief Marketing Officer of American Express, stated, “With more than 300 million fans worldwide aged 18-34, Formula 1 continues to grow in popularity and as a passion area for Millennials and Gen Z, [American Express’](https://www.trendhunter.com/trends/american-express-cardmembers) fastest-growing customer segment.” Image Credit: American Express ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 58% | Activity: 69% | Freshness: 30% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Global Sports Sponsorship Expansion:** American Express's multi-year partnership with Formula 1 highlights the trend of financial institutions expanding their presence in global sports events to leverage widespread audience engagement. - **Exclusive Customer Experiences:** The partnership’s focus on offering exclusive access and experiences to American Express cardholders underscores the rising trend of brands creating premium, tailored experiences to enhance customer loyalty. - **Targeting Younger Demographics:** By aligning with Formula 1 to appeal to Millennials and Gen Z, American Express exemplifies the growing trend of companies targeting younger, lucrative demographics through strategic partnerships. ### Where This Applies - **Financial Services:** American Express’s expanded role with Formula 1 demonstrates opportunities in the financial services sector to align with popular global sports for brand differentiation. - **Sports Entertainment:** The partnership illustrates the potential within the sports entertainment industry to create synergistic collaborations with prominent brands, enhancing fan experiences and engagement. - **Marketing and Advertising:** Elizabeth Rutledge's comments emphasize opportunities in marketing and advertising to forge connections with rapidly expanding customer segments through high-visibility partnerships. ## Related on Trend Hunter - [Benefits-Focused Racing Partnerships](https://www.trendhunter.com/trends/american-express-cardmembers.md) - [Fan Engagement Partnerships](https://www.trendhunter.com/trends/mclaren-racing-and-mastercard.md) - [Premium Racing Lounges](https://www.trendhunter.com/trends/maison-amex.md) - [Worldwide Racing Partnerships](https://www.trendhunter.com/trends/partnership-with-formula-1.md) - [Unique Motorsport Partnerships](https://www.trendhunter.com/trends/mercedesamg-petronas.md) - [Official Racing Spirit Partnerships](https://www.trendhunter.com/trends/belvedere-and-formula-one.md) - [Luxury Motorsport Collaborations](https://www.trendhunter.com/trends/louis-vuitton-and-formula-1.md) - [Global Racecar Partnerships](https://www.trendhunter.com/trends/official-chocolate-bar.md) - [Exclusive Tennis Championship Experiences](https://www.trendhunter.com/trends/tennis-championship.md)