BODYARMOR × Formula 1
BODYARMOR / Las Vegas · 2025
BODYARMOR / Las Vegas · 2025
When Las Vegas hosted its first-ever Formula 1 Grand Prix, BODYARMOR showed up as the official hydration partner and the world noticed. The brand was woven into the fabric of the sport through trackside branding, Sphere placements, strategic OOH, and high-energy sampling inside the F1 fan zone. Suite hospitality with talent including Alix Earle, Cam Newton, and Adam W, paired with marquee hotel activations across the Strip, turned a landmark sporting moment into a defining brand statement.
When Las Vegas hosted its first-ever Formula 1 Grand Prix, BODYARMOR showed up as the official hydration partner and the world noticed. The brand was woven into the fabric of the sport through trackside branding, Sphere placements, strategic OOH, and high-energy sampling inside the F1 fan zone. Suite hospitality with talent including Alix Earle, Cam Newton, and Adam W, paired with marquee hotel activations across the Strip, turned a landmark sporting moment into a defining brand statement.
When Las Vegas hosted its first-ever Formula 1 Grand Prix, BODYARMOR showed up as the official hydration partner and the world noticed. The brand was woven into the fabric of the sport through trackside branding, Sphere placements, strategic OOH, and high-energy sampling inside the F1 fan zone. Suite hospitality with talent including Alix Earle, Cam Newton, and Adam W, paired with marquee hotel activations across the Strip, turned a landmark sporting moment into a defining brand statement.
Industry
Motorsports
Role
Official hydration partner
Services
Experiential · Talent & Partnerships · Strategy & Positioning
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Alleyoop / Formula 1
(01/04)
Owning the skyline
Owning the skyline
Sphere placements, trackside branding and strategic OOH put BODYARMOR in front of every fan on the Strip, and everyone watching at home.
Sphere placements, trackside branding and strategic OOH put BODYARMOR in front of every fan on the Strip, and everyone watching at home.
Sphere placements, trackside branding and strategic OOH put BODYARMOR in front of every fan on the Strip, and everyone watching at home.
Alleyoop / Formula 1
(02/04)
Inside the F1 fan zone
Inside the F1 fan zone
High-energy sampling activations made premium hydration accessible to every fan, all race weekend long.
High-energy sampling activations made premium hydration accessible to every fan, all race weekend long.
High-energy sampling activations made premium hydration accessible to every fan, all race weekend long.
Alleyoop / Formula 1
(03/04)
Talent on site
Talent on site
Suite hospitality with talent including Alix Earle, Cam Newton and Adam W brought the brand into the moments people were sharing.
Suite hospitality with talent including Alix Earle, Cam Newton and Adam W brought the brand into the moments people were sharing.
Suite hospitality with talent including Alix Earle, Cam Newton and Adam W brought the brand into the moments people were sharing.
Alleyoop / Formula 1
(04/04)
Wynn · Fontainebleau · MGM · Resorts World
Wynn · Fontainebleau · MGM · Resorts World
Marquee hotel activations across the Strip turned a landmark sporting moment into a defining brand statement.
Marquee hotel activations across the Strip turned a landmark sporting moment into a defining brand statement.
Marquee hotel activations across the Strip turned a landmark sporting moment into a defining brand statement.
The goal
BODYARMOR needed to organically insert itself into the world of F1 and make premium hydration accessible for all fans and drivers while driving mass brand awareness.
BODYARMOR needed to organically insert itself into the world of F1 and make premium hydration accessible for all fans and drivers while driving mass brand awareness.
The approach
The team executed a massive undertaking including track and Sphere branding, OOH, fan zone sampling, suite hospitality with talent, and activations with Wynn, Fontainebleau, MGM, and Resorts World.
The team executed a massive undertaking including track and Sphere branding, OOH, fan zone sampling, suite hospitality with talent, and activations with Wynn, Fontainebleau, MGM, and Resorts World.
On the ground
Let’s talk.
Big ideas need the right team. Tell us where you want to show up and we’ll help make it unforgettable.
Let’s talk.
Big ideas need the right team. Tell us where you want to show up and we’ll help make it unforgettable.
Let’s talk.
Big ideas need the right team. Tell us where you want to show up and we’ll help make it unforgettable.
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