The 2026 Formula 1 circuit is just around the corner, you can almost smell the ‘advanced sustainable’ fumes. To signify lights out for the season F1 has rolled out ‘All To Drive For’, featuring a star studded line-up of internationally acclaimed actor, Damson Idris, and all 22 drivers.
Idris, who starred in the F1 movie, opens the 60-second video with a provocative question: “You think you know Formula 1?” before playfully asking fans to “Think again.”
He is then joined by reigning Drivers’ World Champion, Lando Norris, who explains, “Everything is changing”. This is in reference to F1’s “biggest shake up” ever.
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“The 2026 season welcomes Formula 1’s next generation of racing, with new cars, new engines, and a whole new style of driving. It’s the biggest shake up our sport has ever seen with the playing field levelled as each team battles to produce the best car and performance,” said Emily Prazer, chief commercial officer of Formula 1.
“The campaign invites fans both old and new to get involved at a time where every lap is unpredictable, and it’s all to drive for.”
Idris and the rest of the Formula 1 drivers – Oscar Piastri, Nico Hulkenberg, Gabriel Bortoleto, Sergio Perez, Valtteri Bottas, Fernando Alonso, Lance Stroll, George Russell, Kimi Antonelli, Oliver Bearman, Esteban Ocon, Pierre Gasly, Franco Colapinto, Liam Lawson, Arvid Lindblad, Alex Albon, Carlos Sainz, Lewis Hamilton, Charles Leclerc, Max Verstappen and Isack Hadjar – take fans through the changes, setting the tone for an unmissable season.
The high-octane trailer comes in six different formats: 1x 60 second, 1x 30 second and 4x 15 second formats. And in addition to the digitally led campaign, which has launched across all Formula 1 platforms, and will be screened with the sport’s broadcasters and via paid social, there are also Out-of-home posters which read: ‘New Cars, New Power, New Teams, New Passion, All To Drive For’ running across London, New York, Los Angeles, and Melbourne.
The season begins right here in the heart of Melbourne on 6 March.
This campaign follows Ampere Analysis predicting that total sponsorship spend in Formula 1 will exceed USD $3 billion (AUD $4.2) for the first time this year.
This is because F1 sponsorship is entering a new phase, with technology companies—and AI firms in particular—racing quickly into the sport.
The technology sector, driven in part by a surge in AI partnerships (Meta AI with Mercedes and Anthropic with Williams), has already surpassed USD $565 million (AUD $800 million) in total F1 sponsorship investment in 2026, with Hewlett Packard Enterprises and Oracle accounting for a quarter of this figure alone.
