American Express returns to Melbourne for its second year as the official payments partner of Formula 1, delivering even greater access, energy and exclusive moments for Amex Card Members and race fans at this weekend’s Aussie GP.
For Amex the partnership isn’t just about being seen by racegoers, its about creating a better overall fan experience.
Amex has devised a plan to showcase its benefits and products, whilst keeping fans entertained.
“People’s hunger for memorable and human experiences and connection continue to grow. And when we look at what are those passion areas that truly excite our customers and our prospective customers, it really is around dining. Dining is super high in terms of scoring,” Naysla Edwards, Amex vice president of brand, customer marketing and member experience, told B&T.
At this year’s Australian Grand Prix, the payments giant has revamped its Amex Lounge. In the ticketed space, guests can indulge in food and beverage offerings from Moët & Chandon, Grange, Belvedere, Grill Americano and the Ritz-Carlton Bar. They will also gain access to live music, dedicated screens televising the race, the Pit Roof Viewing Deck and beauty touch-ups by MECCA MAX.
Having brands work together to boost their awareness whilst adding to the overall fandom is a recent shift. Traditionally, brands battled up against one another fighting to stand out.
Not only are Amex providing a better experience for its customers, but it is also getting its products on board with merchants by granting them some space to activate.
“We want more merchants to work with Amex and to partner with us in order to help us deliver great experiences to our members. Their satisfaction makes sure that their business is vibrant because of our support and our connection. That’s also incredibly important to us,” Edwards said.
On brand collaborating with Amex is Penfolds Wines. The Penfolds Grange Experience is offered to Amex Lounge ticket holders, and it is a guided tasting that celebrates the heritage and craftsmanship behind Penfolds’ wine.
Also new for 2026, Amex will expand its partnership with the Australian Grand Prix as the presenting partner of both the Lakeside Festival and Glamour on the Grid. In a first for race week, Amex will partner with Uber to introduce an elevated Supercar arrival experience for selected card members and Uber riders heading to Albert Park. A limited number of winners will enjoy the standout thrill of being chauffeured in a branded Supercar.
Amex Card Members will gain exclusive access to book into the Amex Lakeside Terrace (see below), an impressive, three-tier lounge and festival-viewing experience that overlooks the main stage. With panoramic views to watch the weekend’s entertainment, the top two floors will be dedicated spaces exclusively for Amex Platinum and Centurion Card Members.
“We spent a lot of efforts improving our brand consideration, we want more people to consider Amex,” Edwards said. “Amex is a choice, people don’t really wake up in the morning and go, Oh, I think I need an Amex. It’s something that we need to let people know how fabulous it is and for them to consider.”
