In the high-octane world of Formula 1, a team's livery—the design and color scheme of its race cars—serves as a showstopping marketing tool that shapes brand visibility, fan engagement, and sponsorship activation. In the run-up to the US Grand Prix 2024 this past weekend in Austin––won by Ferrari’s Charles Leclerc––teams including Alpine, Haas, and McLaren unveiled singular liveries for the occasion. Let’s explore how teams use their visual identities to build brand equity and connect with fans and sponsors in the world’s most-watched motorsport.

F1 cars are fast-moving billboards––and revamping their design for specific races helps refresh team identities while spotlighting new sponsors and unique partnerships. Take Haas F1, the only American-owned team on the grid, whose US Grand Prix 2024 livery showcased its proud US roots. Iconic American symbols like the bald eagle and a red-and-white star motif nod to both the brand’s home turf and American motorsport culture, championing Haas as a formidable force in domestic and international racing.

Meanwhile, McLaren reintroduced its iconic Chrome livery for the US Grand Prix, promoting its "Chrome Shines Again" campaign in partnership with Google. This modern twist on a fan-favorite design––featuring flashy chrome accents and creative placements of Google’s logo, and reflecting both brands’ commitment to innovation––resonates with longtime McLaren supporters while engaging newer fans. 

A striking livery change can also create cross-industry buzz. Case in point: Alpine’s collaboration with Xbox, promoting the upcoming release of the Indiana Jones and the Great Circle game in December. The livery featured an ancient map and a “sunset orange” color scheme that references the iconic film series, as well as the game’s title emblazoned on the vehicle––linking entertainment, gaming, and motorsport, while tapping into diverse audiences and spurring media coverage that extends beyond the usual F1 fanbase.

Sponsors often leverage livery revamps as prime opportunities to align themselves with a cause and convey a key message, extending teams’ and sponsors’ reach and creating meaningful brand experiences for fans. Aston Martin Aramco’s latest livery emphasizes its "Generation 3" campaign––spotlighting innovations in motorsport technology and materials, and the team’s push towards sustainability and future-facing engineering. 

In a circuit full of high-profile racing brands, livery change-ups also help teams stand out both in the paddock and on the track. Williams Racing's fan-designed rear wing––featuring six fan digital alter egos, and unveiled at Sunday’s race in partnership with cryptocurrency exchange Kraken––showcases an innovative approach to fan engagement. By allowing fans to directly contribute to the car's design––thanks to its second annual Rear Wing Takeover Contest,  announced in September––Williams taps into the passion and creativity of its supporters, boosting fan loyalty and sourcing a fresh look for its cars in the process.

With F1’s popularity continuing to soar stateside––and three US races, including Austin, now on the calendar––teams understand that America is a hub for global brands and sponsorship opportunities whose significance defies overstatement. The visibility fueled by livery change-ups for US events, both on the track and across media platforms, drives success for teams and sponsors in one of Formula 1’s most pivotal and promising markets.