After recording every brand in the F1 Movie, Concave analyses the product placement profile of the film, including where it ranks all-time.
Just like the real-life sport, F1: The Movie is filled with ear-shattering speed, terrifying crashes, and brands. So many brands. In fact, the F1 Movie might be the most product placement-filled film of all time!
At Concave Brand Tracking, we combed through F1 recording every last brand that graced the screen, even for a second. We also logged the product form in which they appear, how long they were on screen, and how prominently. By combining this data with viewership figures and the cost of traditional ads (CPM), Concave can calculate the media value brands get in any form of entertainment.
In this article, we will explore the types of brands that appeared in F1, the ones that got the most exposure, and how much the movie generated in total product placement value in its theatrical and beyond. Finally, we’ll tell you where F1 ranks among the most brand-heavy films of all time.
Types of product placement in F1
We can roughly group all brands that appear in F1 into three categories:
Traditional product placement: These are brands you are used to seeing in any normal, non-racing movie. These include non-racing cars, watches, eyewear, and lots of Apple products. No surprise on that last one, given they produced the movie!
Traditional placements made 7% of brand screen time and 4% of brand value in F1.
Racing brands: We find these due to their intrinsic link to F1 and racing more broadly. Yes, it includes the F1 teams like Mercedes-AMG, Red Bull Racing, or Aston Martin, but also OMP, Sparco, or Alpinestars racing suits, Pirelli tires, or SCHROTH seat belts. These are brands you would not find normally find in non-racing movies, but feature heavily in F1.
Racing brand made up 26% of brand screen time and 29% of brand value in F1.
Sponsors: Whether they are the real sponsors of actual F1 teams, the faux-sponsors of the fictional APX Racing, or both in some cases, the lion’s share of the brand exposure in F1 went to brands that were sponsors of racing teams, mostly F1 teams but also some IMSA teams in the opening Daytona 24 Hours sequence.
Sponsors made up 67% of the brand screen time and 68% of the brand value in F1.
The biggest product placement winners in F1
1. The APX Racing Top Tier Sponsors
While the APX F1 racing team had nine brand sponsors, four got nearly 80% of the value generated by the fictional team. They were Expensify, IWC, SharkNinja, and Tommy Hilfiger. They all got well over $100M in media value just from F1’s theatrical run.
SharkNinja (4th) got 99.5% of its value from being APX’s sponsor, but we did spot one of their blenders and one of their air fryers in one short scene at Joshua Pearce’s home.
Of these four brands, IWC (3rd) was the one with the most screen time for its actual products, beyond all the sponsorship exposure. All the main characters wore IWC timepieces; in particular, Brad Pitt wore an IWC Ingenieur Automatic 40, which got multiple close-up shots. IWC is also the most regular product placement brand of these four sponsors. In 2024, for instance, it was the 34th most prominent brand in film, thanks to appearances in RED ONE and THE IDEA OF YOU.
Expensify (2nd) got the most sponsorship value from APX as it was the title sponsor, so it was most visible on the uniforms and signage. It even got a mention!
But Tommy Hilfiger was actually the brand that got the most value from F1. It only barely edged out Expensify due to the fact that, as well as being a main APX sponsor, it is an actual sponsor of the real Mercedes F1 team. As such, it got an extra few million dollars in value to put it in the top spot!
2. The Top Racing Brands: OMP & Mercedes-AMG
While many racing teams and equipment manufacturers got millions in value from F1, OMP (5th overall brand) was the big winner, with over $65M in product placement value just from F1’s theatrical run. While OMP got 95% of its screen time from the APX racing suits, some of the most memorable shots of its products are when Brad Pitt puts on his OMP shoes or gloves.
In real life, OMP is the official racing suit provider for Mercedes-AMG for the 2025 season and has previously provided gear to Williams and Aston Martin.
While all 10 F1 teams that race in the 2023 season featured in the F1 movie (along with all their sponsors), none got more media value than Mercedes-AMG, which was the 6th biggest brand in the film. They benefited from being the engine provider for APX; hence, they appeared on their car and gear. They obviously appeared as the actual Mercedes-AMG Petronas F1 Team, they were one of the F1 safety cars seen in the film, and even had two cars used by Damon Idris, and Javier Bardem outside of the race circuits.
3. Secondary racing brands/sponsors
In 7th position, we find Bell, which was the helmet manufacturer both for Brad Pitt at Daytona and for the APX drivers in F1.
Geico came 8th as a smaller sponsor of APX Racing and a major sponsor of Brad Pitt’s Daytona team.
9th is Pirelli, who is the official tire provider for F1 both in the movie and in real life, as well as being an APX sponsor too.
And in 10th, 11th, and 12th position we have T-Mobile, MSC Cruises, and EA Sports. T-Mobile got nearly all its value from the headsets worn by the APX team throughout the movie, while MSC Cruises and EA both appeared on the sleeves of APX uniforms and had billboards during races.
4. And finally…Apple!
And the 13th most visible brand in the F1 movie was Apple, whose Studio produced the film. Apple could have forced itself much more front and center of this film. For example, by making itself a team sponsor, or naming the team Apple Racing. But instead, they took a more subtle approach by ensuring that every phone, smartwatch, tablet, computer, and most monitors were their products. This all results in $11.5 million in product placement by Apple in its own movie. While this would be a lot for most brands, for Apple, it is nothing out of the ordinary. In 2024, many non-Apple-produced movies had far more exposure for their products. THE IDEA OF YOU, for example, generated almost $50M for the maker of the iPhone, a big contributor to making it the #2 brand in all of film for 2024.
5. And the rest
Beyond the 13 above brands, the F1 movie featured 265 more brands! 72% of these were sponsors like Oracle, Rolex, or DHL. 17% were standard product placement brands like Cutler & Gross (eyewear), Axel Arigato (Brad Pitt’s non-racing shoes), or McDonald’s (drink in Brad Pitt’s truck at the end). Finally, 11% of the remaining brands were pure racing ones like F1 itself, Porsche (at Daytona), or Ferrari.
F1 Movie product placement by the numbers
As we just saw, F1 featured a whopping 278 brands! These appeared in the form of 67 different products, with helmets and racing suits getting the most screen time. More obscure ones included pinball machines, exercise equipment, and medical devices. Overall, this all added up to over 9 hours of combined brand screen time in F1. Meaning that with a run time of 2 hours 27 minutes and 30 seconds (excluding opening production logos and end credits), there were, on average, 3.7 brands on screen at any given moment of the film.
|
# of brands |
types of products |
total brand screen time |
|
278 |
67 |
9 hour 7 minutes |
How does this compare to other movies?
Simply put, the F1 movie dwarfs the 800+ movies Concave Brand Tracking has scanned from the past 20 years in terms of every product placement metrics.
With 278 brands, no other movie comes close. Netflix movies like HAPPY GILMORE 2, YOU PEOPLE (2023) A FAMILY AFFAIR (2024) or SENIOR YEAR (2022) were jam-packed with brands, yet they all had at least 40 fewer brands in them than F1. TED 2 is the most brand-filled movie we’ve ever scanned that was theatrically released, but it only had 174, so 36% less than F1
Not only did F1 feature lots of different brands but they got lots of screen time. Over 9 hours. The closest films are HAPPY GILMORE 2 and 2019’s fellow racing film FORD V FERRARI and another sports film in the first CREED (2015). But these all had at least three hours less brand screen time than F1.
The only metric where a few movies beat F1 was in terms of quality. While F1 still generated a high level of exposure – the 9th highest quality exposure of any movie we’ve scanned with over 30 minutes of brand screen time – movies like THE LEGO BATMAN MOVIE (2017), AIR (2023), SPACE JAM 2 (2021), or FAST FIVE did score slightly higher.
So what does all this mean in its totality? Well, when we factor in the number of brands, the amount of screen time they got, the quality of exposure they were provided, the 57M people who saw this film in theatres, and the cost of advertising, we get one figure: $887M. This is the total amount of product placement value F1 generated during its theatrical run alone. The most any movie we’ve ever scanned has generated from its time in theatres is 175M. That was Furious 7 in 2015. Meaning F1’s value has fivefold the value of the second-biggest theatrical film. And if we look at streaming, the most value ever generated by a movie was $383M by BEVERLY HILLS COP: AXEL F over 6 months last year. Still, less than half of F1, just from being the cinema.
So, we can definitely say that, given the quantity and quality of brands and the movie's reach, F1 is the biggest product placement movie of all.
And with F1 already having seen a 58% boost to its total viewership from PVOD, its total media value is now 1.4 BILLION dollars. So the only remaining question is is: once it is available on Apple TV, how long will it take to reach $2 billion in brand value? Because that is the best thing about product placement, it is the gift that keeps on giving. Its value keeps growing in perpetuity!
If you would like to find out more about your brand in the F1 Movie, any other entertainment, or are simply interested in more information on our methodology, data, or services then please contact us at info@concavebt.com.
Full list of all brands in the F1 movie: 1&1, A1, Accelleron, Acronis, Acura, ADNOD, Airbus Helicopter, Akkodis, ALDAR, Alfa Romeo, AlfaTauri, Alpine, Alpinestars, alteryx, AMD, Apple, Aramco, Arctic Wolf, Aria, Arkray, Arrow Electronics, Artic Wolf, Aston Martin, Avatrade, AWS, Axel Arigato, Batak, Bell, Bell & Ross, Bellagio, Belle Haven Investments, Benetton, BFGoodrich, Binance, Bitdefender, BMW, Boeing, Bombardier, Bose, BP, Bremont, BWT, Bybit, Cadillac, Caesars Palace, Camel, Camozzi, Cash App, Castore, Castrol, Cellnet, Ceva, Champion Spark Plugs, Chevrolet, Chipotle, Cholula Hot Sauce, Chrysler, Cielo, Cisco, Citibank, CitiGroup, Claro, CNBC, Cognizant, Concept2, Courtaulds, Crowdstrike, Crypto Data, Crypto.com, Curam Domi, Cutler & Gross, CVS Pharmacy, Darktrace, Dell, DeWalt, DHL, Dorilton Ventures, DP World, Dragon Fire Wines, Drai's, Drive to Survive, Duracell, e&, EA Sports, Ebay, Einhell, Epicor, EPOS, Esso, Estralla Galicia, Etihad, Everdome, Expensify, Explora, F1, Ferrari, Ferrari Trento, Flex Box, Ford, Foster's, FxPro, G42, Geica, Geico, Girard-Perregaux, Globant, Goodyear, Google, gopuff, Grupo Nossa, Gucci, Gulf, H&R, Haas, Hantec Markets, Hard Rock Cafe, HCLSoftware, Heineken, Heinz, Hewlett Packard Enterprise, Hilton, Hilton Garden Inn, Honda, HP, Hugo Boss, Husqvarna, Hyland, Hyundai, Impact Race Products, IMSA, Indycar, Ineos, infinitium, Initium, inter.mx, IWC, Jacques Marie Mage, JCB, Jimco Racing, JuliaHub, Jumbo, Jumeirah, Juniper, Kraken, Lamborghini, Lenovo, Lexus, Liqui Molly, Liqui Moly, Lotus, Louis Vuitton, Mahle, Marelli, Marlboro, McDonald's, McLaren, Mercedes-AMG, Mercedes-Benz, MGM, Michelin, Michelob Ultra, Microsoft, Mitsubishi, Mobil, Mobilize, Moneygram, Monsoon Valley, Monster Energy, MSC Cruises, Multimatic Motorsports, Myprotein, NASCAR, NBC, Neck Flex, NetApp, New Era, Nike, Nissan, Nuvei, Off-White, OKX, OMNIA, OMP, Optimum Nutrition, Oracle, Orlen, Palantir, Palm Angels, Paris, PEAK (OWI), Peroni, Petronas, Peugeot, Philips, Pioneer Dakar, Pirelli, Planet Hollywood, Police, Poly, Porsche, Prada, Procore, Puma, purestream, Qatar Airways, Rába, RACER, RapidAPI, Rauch, Ravenol, Ray-Ban, Red Bull, Renault, Richard Mille, Rokt, Rolex, S.T. Dupont, Safecraft Racing, Salesforce, Samsung, San Pellegrino, Santander, Sauber, SCHROTH, SCORE International, Sensetime, SentinelOne, SharkNinja, Shell, Silverstone Circuit, Singha, Skippy, Slazenger, Smartsheet, Snapdragon, Solera, Sony, Sourcepass, Sparco, Splunk, Stake, Sunoco, T-Mobile, TAG Heuer, Take 5 Oil Change, TeamViewer, Telcel, Tezos, The Cosmopolitan, The Rolling Stones, THG Ingenuity, Tommy Hilfiger, Topo Chico, Toyota, Tricorp, Turner, UBS, Velo, Velocity Black, VGW Play, Visa, vmware, VP Racing Fuels, WeaterTech, webex, Whatsapp, Whistle Pig, Williams, Williams Electronics, Wisp, Woodway, Workday, Wright Motorsports, Wynn, XP Inc., Zegna, Zoom
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