F1 Strikes Partnership With Epic Games’ Fortnite

In an ambitious bid to further endear itself with Gen Z and Alpha audiences, the Formula 1 (F1) series has struck a partnership with video games developer Epic Games, particularly its sensational Fortnite game. 

The deal sees global gaming sensation Fortnite release an exclusive F1 Cosmetic Team Set on November 20. It features outfits, gliders, and pickaxes with branding from all 10 F1 teams, as well as F1-themed back bling and an emote designed for in-game celebrations.

The partnership further boosts F1’s presence in Fortnite, which already includes items and skins based on top racers such as Lewis Hamilton, and will allow the series to reach Fortnite’s millions of registered members, while engaging fans of both genres.

Emily Prazer, F1’s chief commercial officer, stated, “This innovative collaboration with Fortnite is yet another way Formula 1 is connecting with fans and appearing in places you wouldn’t expect it to. We’re obsessed with finding new and exciting ways to engage with our audiences that make our sport sit alongside their other passions and interests.”

“In recent years, Fortnite has collaborated with some of the biggest brands, sporting celebrities, and TV series in the world, so we’re thrilled this new integration will enable players to engage with our series 365 days a year and further their love of the sport.” 

This is part of F1’s ambitions to drive up its share of a global audience, namely the youth market through content collaborations with the likes of Disney, Netflix, Hot Wheels, Lego and famous British YouTuber Amelia Dimoldenberg.

According to ASN data, the motorsports/F1 industry (6.5%, ~US$839.3m) has the 6^th biggest share in the Asian sponsorship industry since Q123, with a quarterly average investment of almost US$74.2m during this period. The forecast for Q425 is tipped to hit US$74.3m+, a figure close to the average, after a muted 2025, which so far has witnessed quarterly investment between US$27.4m and US$30.2m.