IT and software development company Globant is demonstrating the power of digital innovation at the Las Vegas Formula 1 Grand Prix to deepen connections with fans. Doing so, Globant aims to bring F1 fans closer to the sport through on-site activations, immersive experiences, and multi-platform social engagement.
At the race, Globant will increase brand awareness with signage throughout the racecourse, highlighting its sponsorship and partnership with F1 with its OOH ads. In the Fan Zone near the Wynn Hotel, Globant will also host an interactive brand activation featuring an immersive VR experience that simulates a pitstop. This setup allows fans to explore the mechanics and roles involved in an F1 pitstop, providing an up-close view of the teamwork and precision essential to the sport.
In order to drive engagement, highlight key moments, and highlight the company’s partnership with Formula 1, Globant will use a multi-platform approach across LinkedIn, Instagram, and X (formerly Twitter). Fans will be immersed in immersive content and glimpses behind the scenes, creating a compelling narrative that brings them closer to F1’s high-energy world.
Additionally, Globant will partner with F1 driver Franco Colapinto, who will provide exclusive insights and race-related content. In addition, Globant will partner with social media influencers in the motorsports and technology industry to increase reach, highlighting how cutting-edge technology enhances the F1 fan experience. Though it is currently unclear on which influencers the brand tapped and the financial agreement between the parties was not disclosed.
Nicolas Rey Petit, Global Sports Partnerships Head at Globant, said the goal of sponsoring the Las Vegas Grand Prix is to connect the brand with U.S. organizations and fans who share the same passion for innovation, technology, and high performance as Formula 1 itself.
“We are confident that our F1 sponsorship will continue to strengthen our brand on a global scale, positioning us as a key player among tech-driven individuals and the world’s top innovation stakeholders who are shaping the future of technology and see us as their go-to ally,” said Petit.
Furthermore, the brand will utilize the race week to promote its upcoming new app, which will enhance the fan experience and create a unique Grand Prix experience both on and off the track.
The brand also partnered with other sports leagues and teams to not only diversify itWe’ve already partnered with some of the biggest sports organizations, including FIFA, LA Clippers and LA LIGA, adding F1 to an amazing list of partners. Participating in all of these global competitions is allowing us to connect with beloved brands from every corner of the earth and support them in their reinvention paths.
“For decades, F1 has been championed as one of the leading technology-driven sports, and its growing global reach presented a unique platform for Globant to showcase our expertise in digital innovation and enhance the fan experience through cutting-edge technology,” said Petit.
Just like the first F1 race in Las Vegas, brands like Citi and NEFT Vodka are going out of their way to not only appear where the F1 fans are, but to also come up with ways to enhance visibility and see how they can use their marketing dollars for this highly anticipated event.
