Sky Sports is rolling out a dynamic new campaign for Formula One designed to engage a younger, social media-savvy audience.

Marking a strategic shift, the broadcaster is targeting Gen-Z fans with a social-first approach that spotlights the exclusive access to live races available through the Sky Sports channel and mobile app.

Developed by Sky Creative, Sky’s in-house agency, the campaign features some of the sport’s biggest names, including Lewis Hamilton, Lando Norris, Charles Leclerc, George Russell, and Yuki Tsunoda.

Dave Stratton, Marketing Director for Sky Sports said: “For the most anticipated season in years, we’ve changed gear to tap into the fandom of a younger social media-savvy F1 audience. Our goal is to convert their online enthusiasm for the sport into the unmatched thrill of watching the race live.

“Through dynamic storytelling and engaging driver content, we’re showcasing the raw excitement of live F1 in a way that truly resonates with this new generation of fans.”

A media plan led by social media and digital advertising is at the heart of the initiative, supported by a BVOD advert featuring music by Fred Again, as well as extensive out-of-home (OOH) and radio activity across the UK.

Sky Creative partnered with Dead Films and Uncovered Group to bring the campaign to life.

Robin Garton, Executive Creative Director for Sky Creative added: “This year we approached our F1 campaign very differently. We focused on a new audience. We moved from TV led, to social first. And we built it around drivers, not cars. The expectation now is that it will make a difference to our business.”