Lando Norris Welcomes a New Generation of Fans to the Show in Sky's Bold Formula 1 Campaign

With the Formula 1 season starting next month, Sky Sports is rolling out its latest campaign, showing a strategic shift for Sky in 2025, to target a younger, largely untapped gen z demographic. 

The social-led campaign spotlights the unparalleled, exclusive access to Formula 1 live races that fans have through the Sky Sports channel and mobile app. 

Sky’s in-house agency, Sky Creative developed the campaign, featuring some of the most recognisable drivers in the sport today, including Lewis Hamilton, Lando Norris, Charles Leclerc, George Russell and Yuki Tsunoda, with dedicated assets reflecting their individual personalities. 

Dave Stratton, marketing director for Sky Sports said, “For the most anticipated season in years, we’ve changed gear to tap into the fandom of a younger social media-savvy F1 audience. Our goal is to convert their online enthusiasm for the sport into the unmatched thrill of watching the race live. 

“Through dynamic storytelling and engaging driver content, we’re showcasing the raw excitement of live F1 in a way that truly resonates with this new generation of fans.”

The ambitious work focuses on the contrast of the drivers on and off the track, from the raw adrenaline of the races to the human stories behind the helmets, to showcase the drivers like never before - capturing the explosion of emotion and excitement of the live races.  

Social media and digital advertising lead the media plan, supported by a BVOD advert, featuring music by Fred Again, and extensive OOH activity across the UK in addition to radio activity. 

The creative is crafted by Sky Creative, in partnership with Dead Films and Uncovered Group.

Robin Garton, executive creative director for Sky Creative said, “This year we approached our F1 campaign very differently. We focused on a new audience. We moved from TV led, to social first. And we built it around drivers, not cars. The expectation now is that it will make a difference to our business.”  

The campaign, which will kick off the 2025 Formula 1 season, also serves as a reminder that Sky Sports remains the home of Formula 1 in the UK and Ireland, offering live coverage of every race, exclusive behind-the-scenes content, and expert analysis from a world-class presenting team.