Sky Sports, Amex partner on F1 campaign August 27, 2026 American Express has partnered with Sky Media on a social-first Sky Sports Formula 1 campaign. It stars former Formula 1 Team Principal Guenther Steiner as he swaps the pit wall for the food stall to experience whether running a Formula 1 team has prepared him to run a small business during one of the busiest weekends in the motorsport calendar. Steiner steps behind the counter at independent food business Chicken George during the British F1 Pirelli British Grand Prix 2026, swapping race strategy for food orders as the team serves thousands of hungry fans across the weekend. The campaign aims to build awareness and consideration of Amex Business Cards by showing how they can help small business owners manage and grow their businesses. Sky Media led, developed and delivered the campaign through to production, bringing together Amex, Sky Sports, Steiner and Chicken George. As the home of Formula 1 in the UK and Ireland, Sky Sports provides Amex with an opportunity to take the story directly to engaged motorsport audiences across its social and digital channels. The campaign launches on August 27th, between the F1 Heineken Dutch grand Prix 2026 and F1 Pirelli Gran Premio D’Italia 2026, and will run for three weeks. A long-form hero film will launch on Sky Sports’ YouTube channel, supported by social content across Sky Sports’ Instagram, TikTok and Facebook. A 20-second short-form creative will also run across Sky’s digital platforms, with Amex extending the campaign across its owned channels. David Edwards, VP Demand Generation at AMEX, commented: “This campaign is a fun way to bring together Amex’s backing of small businesses with its Formula 1 partnership. By putting Guenther at the heart of Chicken George’s operation, we’re able to shine a light on the teamwork, preparation and resilience that goes into performing under pressure – whether you’re running a race team or a small business.” Karin Seymour, Director of Client and Marketing at Sky Media, added: “Sports fandom is a fantastic way to connect Amex with its audience with a fresh and authentic feel. We are delighted to help bring this partnership to life and as the home of Formula 1 in the UK and Ireland, Sky Sports is the perfect platform to support Amex’s mission to back small businesses.” Related posts: Future Chicken on YouTube Kids Liberty Media to buy F1 Network 10, Fox partner for F1 coverage EFL confirms broadcast schedule for Aug/Sept Bomanbridge, Wind Sun Sky collaborate on Future Chicken series Categories: Advertising , Articles , Broadcast Tags: advertising , AMEX , f1 , sky sports
Curated by Taleb Kabbara · Source: www.advanced-television.com