It's all to Drive For
Formula 1 Hot News

Formula 1 News: 2026 ‘All to Drive For’ campaign is out

Posted by AR1 staff

Formula 1 is launching its marketing campaign for the 2026 season, titled “All To Drive For.” The campaign includes a dynamic sizzle reel airing across F1’s own platforms, those of its broadcasters, and paid social media ads, along with prominent billboards in London, New York, Los Angeles, and Melbourne.

The campaign features all 22 drivers and is marketed with the help of actor Damson Idris. Key storylines for the 2026 season include:

Major Changes: The sport is undergoing an evolution, not just a reset, with new, innovative cars.
New Contenders: Audi and Cadillac are joining the grid.
Driver Lineup: Reigning champion Lando Norris, Max Verstappen, Lewis Hamilton, and others are in the spotlight for the 2026 title.
Rookie: Arvid Lindblad is joining Racing Bulls.
The campaign emphasizes that there are no guarantees, favorites, or limits for the 2026 season

Emily Prazer, Chief Commercial Officer of Formula 1, said: 

“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. The campaign invites fans both old and new to get involved at a time when every lap is unpredictable, and it’s all to drive for.”

In addition to the digitally led campaign, which has launched across Formula 1 platforms today, 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.