How Aston Martin Aramco Formula One® Team is redefining

In the high-stakes world of Formula One, where milliseconds matter and innovation is currency, Aston Martin's return to the grid after a 60-year hiatus is more than just a comeback story – it's a masterclass in modern brand building and organisational transformation.

The Power of Purpose-Driven Performance

At the heart of Aston Martin's F1 strategy lies a $300 million investment in a state-of-the-art technology campus. This 400,000-square-foot facility, the first new F1 campus in 120 years, represents more than just brick and mortar – it's a testament to the team's ambition to dominate, not just compete.

"We didn't just want to turn up and rebrand," explains Rob Bloom, CMO of Aston Martin Aramco Formula One® Team. "We wanted to show up and change the game." This commitment to transformation is evident in the team's rapid expansion from 350 to 900 personnel, including the landmark recruitment of Adrian Newey, the architectural genius behind 20% of all Formula One race victories.

Reimagining Luxury for a New Era

Perhaps most intriguing is Aston Martin's approach to brand positioning. In a sport often associated with exclusivity, the team is pioneering what they call "the most inclusive exclusive brand in world sport." This isn't just marketing speak – it's a strategic response to F1's evolving fanbase of 750 million global supporters, many of whom are discovering the sport through platforms like Netflix's Drive to Survive and TikTok.

Driving Change Through Diversity

The team's commitment to inclusion extends beyond fan engagement. Through partnerships with organisations like the Aleto Foundation, Aston Martin is actively working to create pathways for underrepresented groups in motorsport. The appointment of Jessica Hawkins as the first female F1 test driver in five years represents a significant milestone in this journey.

"I want it to be normal that we're seeing females in Formula One cars," says Hawkins. "I don't think we've achieved what we set out to achieve until these kinds of stories aren't making headlines."

The Business of Speed

Commercially, Aston Martin's approach is equally innovative. Moving beyond traditional sponsorship models, the team is creating strategic partnerships that deliver value beyond logo placement. This approach, combined with their sustainable technology campus and focus on digital engagement, positions them at the forefront of motorsport's evolution.

Looking Ahead

As Formula One continues to evolve, Aston Martin's strategy offers valuable lessons for any organisation navigating transformation. Their approach demonstrates that true performance comes not just from technological innovation, but from building an inclusive culture, embracing change, and maintaining a clear sense of purpose.

In the end, Aston Martin's F1 journey is about more than just winning races – it's about redefining what's possible when performance meets purpose. As they continue to push boundaries both on and off the track, they're not just racing for victory – they're racing toward a more inclusive and innovative future for motorsport.

See all the photos from the event here.

Authored by Rachel Letham, Head of Brand and Communications at The Marketing Society, using notes taken via ai and interpreted by a human

Published 3 February 2025