Motor racing’s top-tier Formula 1 (F1) series has announced a collaboration with video games developer Epic Games centred around its popular Fortnite game as it looks to secure new audiences.
The collaboration will see the launch of the F1 Cosmetic Team Set, an exclusive collection in Fortnite’s item shop that will become available to purchase on November 20, ahead of the 2025 Las Vegas Grand Prix.
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The collection includes outfits, gliders, and pickaxes featuring branding from all 10 F1 teams, as well as F1-themed back bling and an emote designed for in-game celebrations.
The partnership builds on F1’s presence in Fortnite, which already includes items and cosmetics based on champions such as Lewis Hamilton and will allow the series to reach Fortnite’s millions of registered members, while engaging with fans of both genres.
Emily Prazer, F1’s chief commercial officer, said: “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.”
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By GlobalDataThe partnership comes as F1 works to increase its global audience, with a focus on capturing the youth market, having successfully increased its popularity across new demographics through its Netflix documentary series ‘Drive to Survive’ and ‘F1: The Movie,’ starring Brad Pitt and Damson Idris.
Efforts to secure a younger generation of fans have also seen new content collaborations with media giant Disney, Hot Wheels, and popular YouTuber Amelia Dimoldenberg.
The new partnership comes weeks after F1 renewed its long-standing partnership with Dutch brewing giant Heineken as part of a multi-year deal and reaffirmed its commitment to its F1 Academy all-female circuit.
