From Track to Heart: How McLaren and Mastercard are turning Formula One into a fan experience

Formula One’s newest alliance between McLaren and Mastercard is shifting the focus from speed and engineering to emotion and experience. The partnership, elevated this year to a title sponsorship, is reimagining what fan engagement in motorsport looks like — turning racing from a performance spectacle into an immersive, inclusive experience.

For Mastercard, the collaboration taps directly into the passions that drive consumers. Chief Marketing and Communications Officer Raja Rajamannar told CNBC-TV18 that the brand’s mission is to bring fans closer to what they love — and in F1, that means creating “experiences money can’t buy.” The company has launched Team Priceless, which gives McLaren superfans behind-the-scenes access to races, driver interactions, and exclusive garage experiences. Mastercard even acquired a specialist firm to curate such moments across its passion verticals.

McLaren, under CEO Zak Brown, shares that same fan-first philosophy. Brown, a marketer at heart, says sport and entertainment are “one and the same.” The team’s inclusivity-driven culture and return to its iconic papaya identity have helped it reconnect with legacy followers and attract new ones — particularly women and younger fans, now among the fastest-growing segments of Formula One’s global audience.

Both brands view their collaboration as more than sponsorship. It’s a partnership built on shared purpose — to win hearts as much as races. As Formula One continues its transformation into a global entertainment business, McLaren and Mastercard are showing how passion, access, and emotion can drive brand love as powerfully as horsepower.

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