Procter & Gamble teams up with McLaren Mastercard F1 Team for APAC consumer push

Procter & Gamble (P&G) has entered a multi‑year partnership with the McLaren Mastercard Formula 1 Team, a deal aimed at deepening consumer engagement across the Asia‑Pacific region. The collaboration was announced jointly by the two parties and covered by both Marketech APAC and ThePrint, confirming its authenticity.

The partnership will see P&G leverage the global reach and high‑octane appeal of McLaren’s F1 programme to create integrated marketing activations, digital content, and on‑ground experiences for fans. Both brands intend to use data‑driven insights to tailor campaigns that resonate with local audiences, from India to Japan and Australia. P&G’s portfolio, which includes household names such as Ariel, Gillette and Pampers, will be featured alongside McLaren’s iconic orange‑blue livery in a series of co‑branded assets.

For the McLaren team, the deal adds a consumer‑goods heavyweight to its growing list of commercial partners. The team already enjoys a high‑profile partnership with Mastercard, and the addition of P&G expands its sponsor base into the fast‑moving consumer goods (FMCG) sector. Executives from both organisations said the collaboration will focus on creating “immersive fan experiences” at race weekends, leveraging social media, and launching limited‑edition product bundles tied to race results.

Indian fans can expect to see the partnership come to life at the upcoming Indian Grand Prix, should the race return to the calendar, as well as at other APAC events such as the Singapore and Japanese Grands Prix. Content will be streamed on FanCode, the official F1 broadcast partner in India, with special segments scheduled during race weekends. Key activations are likely to be timed for prime viewing slots in Indian Standard Time (IST), typically 7:30 pm IST for the race start.

For Indian consumers, the partnership could translate into exclusive product offers, sweep‑stakes, and on‑site experiences at race‑related events. Brands like Gillette may roll out limited‑edition packaging featuring McLaren’s livery, while P&G could run digital contests on platforms such as Instagram and YouTube, offering fans a chance to win race‑day tickets or meet‑and‑greet opportunities with drivers. The collaboration underscores the growing importance of the Indian market for global sponsors seeking to tap into the country's expanding F1 fan base.

Source: Marketech APAC