F1 Singapore – A Global Stage for Brand Visibility
The Formula 1 Singapore Grand Prix is more than a race. It is a global cultural and commercial event that has attracted 720,000 international visitors since the F1 Singapore Grand Prix in 2008 and commands worldwide attention. Beyond the roar of engines, the city transforms into a live canvas of brand expression, where innovation, lifestyle, and performance meet in motion.
Source: Written reply to PQ on Impact of F1 Singapore Grand Prix on Businesses
In 2025, three global brands — Adidas, MasterCard, and Groq, brought that spirit to the heart of the city. Extending their Formula 1 partnerships beyond the paddock, the brands activated campaigns on The Heeren LED screen, one of Orchard Road’s most visible digital landmarks. Their approach reflects a growing trend among leading advertisers to use Digital Out-of-Home (DOOH) media to translate sponsorship prestige into real-world engagement and visibility.
Brands in Motion
Though each brand comes from a different sector, all share a deep connection with Formula 1’s spirit of speed, precision, and innovation.
Adidas, the official team partner of the Mercedes-AMG Petronas F1 Team, showcased its high-performance DNA through design and endurance. Its campaign on the Heeren LED, located just 190 meters from its flagship store, seamlessly linked the brand’s global racing identity with its Orchard retail experience — connecting fans and consumers in one visual story.
MasterCard, a key partner of McLaren Racing, highlighted access, trust, and prestige through its collaboration. The “Priceless” concept resonated strongly with Singapore’s high-value audiences, bringing lifestyle and technology together under one unified message.
Groq, the AI computing partner of McLaren, demonstrated how performance meets intelligence. By aligning its cutting-edge computing technology with McLaren’s data-driven racing excellence, Groq’s campaign celebrated innovation as the new driver of speed..
Together, these brands transformed sponsorship visibility into immersive street-level storytelling — bridging the energy of the track with the pulse of the city.
F1 and DOOH – A New Formula for Engagement
Formula 1 has become one of the most influential global marketing ecosystems, offering a blend of performance, innovation, and prestige that resonates with top-tier brands. As sponsorship investments grow worldwide, advertisers are increasingly pairing event marketing with Digital Out-of-Home to extend campaign reach and reinforce brand narratives beyond the race circuit.
Research by Nielsen Sports shows that sports sponsorships go beyond awareness, driving up to a 10% increase in purchase intent when supported by complementary media. When combined with DOOH, this impact multiplies — outdoor campaigns act as the connective tissue that keeps event excitement alive in real-world environments.
For brands like Adidas and MasterCard, DOOH served as an amplification layer, extending the prestige of their Formula 1 partnerships into a dynamic and visible presence in one of Asia’s most vibrant shopping districts.
Source: Nielsen Sports, “Sports Sponsorships Are Raising More Than Just Brand Awareness” (2022)
The Heeren LED Screen – A Landmark for Brand Visibility
Strategically located at the junction of Orchard Road and Cairnhill Road, The Heeren LED screen dominates one of Singapore’s most visible intersections. Surrounded by flagship stores including Apple Store, Paragon, and Mandarin Gallery, the location attracts a steady stream of professionals, locals, and international visitors exploring the retail district.
The LED screen measures 12 meters high by 9.5 meters wide and captures over 900,000 weekly impressions from both pedestrians and vehicles. Orchard Road experiences a surge in tourist and local footfall during F1 week, as international tourists extend their stays for race-related events and entertainment.
For Adidas, the proximity to its flagship store created a seamless loop between digital storytelling and in-store experience. For MasterCard and Groq, the high-resolution display provided a fitting environment that mirrored their global brand aesthetics — sleek, technological, and forward-looking
The location’s combination of pedestrian and vehicular visibility made it the ideal stage for campaigns that needed to command attention and align with world-class performance.
Precision Execution for Maximum Impact
Each campaign was delivered with meticulous timing and coordination. Creative consultation, scheduling, and content optimization were aligned with race-week activities and pedestrian movement across the district. Dynamic visuals and motion graphics reflected the pace of Formula 1 while retaining each brand’s distinct visual language.
The scheduling strategy prioritized key audience peaks — morning commuters, pre-race evenings, and post-concert crowds, ensuring maximum exposure when the city was most alive. Real-time adjustments and social integration enabled campaign content to stay in rhythm with unfolding race moments.
The result was more than visibility; it was performance precision — outdoor storytelling that matched the energy of the world’s fastest sport.
Measurable Presence During a Global Moment
During the F1 period, campaigns displayed at The Heeren LED achieved notable recall among Orchard Road visitors. Observational studies and post-event tracking indicated increased retail footfall, especially for Adidas, which linked its outdoor visuals with in-store activations and promotions.
Beyond immediate visibility, the campaigns demonstrated how airport-level exposure can now be achieved within Singapore’s retail district. The Heeren LED continues to prove that location, timing, and creative precision remain the decisive factors for outdoor media success.
The Perfect Media – Where Brands Choose to Be Seen
The 2025 Singapore Grand Prix once again proved that success, both on and off the track, comes down to precision, timing, and presence. Adidas, MasterCard, and Groq exemplified these values by transforming their Formula 1 partnerships into city-scale experiences that captured attention and emotion in equal measure.
As marketers look ahead to F1 2026 and beyond, the lesson is clear — the most impactful sponsorships don’t stop at the circuit. They live on through creative integration, digital storytelling, and the strategic use of outdoor media in locations that pulse with life.
In Singapore, Orchard Road remains that stage. It’s where global brands perform, and where performance meets presence.
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