American Express turns Formula 1 races into experiences More than sponsorship
With Kimi Antonelli’s great achievement still fresh in our minds and the Madrid GP just around the corner, it is interesting to look at the stories behind Formula 1 and, in particular, the partners that make race weekends so compelling. The relationship between American Express and Formula 1, for example, has grown significantly in recent years, evolving from a regional collaboration across the Americas into a multi-year global sponsorship. Since 2025, American Express has been the Official Payments Partner of Formula 1, with its presence expanding from the five races held in the Americas in 2024 to more than 20 events across the international calendar, spanning Europe, Australia, Asia, the Americas and the Middle East.
The scale of the partnership is not simply about brand visibility. American Express’ strategy is rooted in its Membership Model, an approach designed to turn sponsorships into tangible opportunities for Members to engage with the passions they care about. Formula 1 is particularly effective in this sense: a Grand Prix is not limited to the hours of the race itself, but is an ecosystem that brings together sport, travel, dining and entertainment.
The philosophy is “Think Global, Act Local”: a consistent Membership experience across international markets, while still adapting to the interests of local audiences.
The Italian Grand Prix at Monza provided a concrete example. During the race weekend, Card Members had access to a range of services and activations designed to make the experience smoother and more engaging: from Fast-Track access to speed up entry to the circuit to Amex Race Radios, as well as the Amex Fan Experience, where fans can interact with the world of Formula 1 and create personalised content. Additional benefits on official merchandise are also available.
The goal is to take the value of the partnership beyond the circuit. In 2026, Card Members have access to American Express presales for Formula 1 Grand Prix tickets worldwide, while additional experiences are available at selected races.
The collaboration also extends to F1 ACADEMY, the all-female championship of which American Express has been an Official Partner since 2024. Here, the partnership connects with themes of female empowerment and support for local communities through Shop Small: in 2026, 17-year-old driver Ava Dobson is racing with an American Express livery that, from one round to the next, features the logo of a local small business led by women.
Ultimately, this is the logic behind American Express’ presence in Formula 1: not simply to sponsor one of the world’s most global sports, but to build a system of experiences, access and belonging around the race, bringing fans and Card Members even closer to the passion they share.