From Partnership to Performance: Sky Sports Formula 1 powered by Global

Client: Sky Sports

Sky Sports, Publicis and Global transformed Formula 1 from a broadcast property into a full-scale entertainment release. In a crowded market where attention is fiercely contested, a standard sponsorship would not be enough. The ambition was bigger: to launch Sky Sports Formula 1 with the energy, anticipation and cultural presence of a major entertainment event.

A campaign was designed not just to promote coverage, but to create a moment. By combining Sky Sports’ premium F1 credentials with Global’s creative strength, talent, studios and multi-platform reach, the partnership turned every asset into part of a broader launch strategy. The result was a campaign that built excitement, drove conversation and gave Formula 1 a presence far beyond traditional media.

This was not about simply showing up in schedules. It was about showing up in culture. The campaign lived across content, talent and social in a way that made Sky Sports Formula 1 feel current, premium and unmissable. Global brought the creative firepower and commercial innovation to make it happen. Sky Sports brought the scale, authority and must-watch property at the centre of it.

The result was a partnership that delivered on every level: stronger engagement, greater cultural cut-through and a more powerful commercial story for both brands. By treating Formula 1 like an entertainment release; Sky Sports, Publicis and Global did more than amplify a season. Together, they created a moment people noticed, remembered and wanted to be part of.