How Formula One became marketing’s latest playground
Inside Retail
JUNE 10, 2025
Barilla’s contribution to the partnership includes pasta bars in the paddock (where teams and sponsors gather during race weekends) for VIP guests at races, as well as trackside signage, activations and consumer promotions. So-called ‘grid girls’ were barred from pre-start celebrations in 2018, and tobacco advertising was banned back in 2006.
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