When Visa stepped into F1 as co-title partner of the newly rebranded Visa Cash App Racing Bulls team and Official Partner of Oracle Red Bull Racing, they engaged MKTG to manage and deliver an always-on partnership across all 24 races with tailored branding, activations, social campaigns, pass-through partner program management, and exclusive hospitality - helping Visa maximise the value of their assets and reach new audiences around the globe.

Given the depth and breadth of assets and education required for global stakeholders with Visa’s first F1 partnership, we built a strategic roadmap to scale the partnership over multiple years.

• In year one, we focused on maximizing returns for the highest value assets, building playbooks, creating guidelines and templates, and establishing best practice for the fundamental ingredients of the partnership – the at-track hosting and pass-through partner programs.

• For year two, we layered in more robust measurement and reporting to support Visa’s renewal strategy, while extending the partnership beyond the contract and across the Red Bull ecosystem with incremental activations at Showruns, product licensing extensions, and personal agreements with drivers.

• In year three, we have focused on driving connectivity across Visa’s sponsorship portfolio at tentpole moments including Super Bowl and FIFA World Cup, cross-pollinating and force amplifying Visa’s investments with new audiences.

The partnership continues to grow, with MKTG at the heart of driving the strategy and building the activation roadmap to accelerate Visa’s presence in Formula One.