Post by Sugitha Sudha Singh

Yesterday I visited the Audi Revolut F1 Team Tour in Nottingham, and it was a good reminder that in Formula 1, building a brand takes longer than building a car. Audi are in their debut F1 season. Results on track will take time, they've said so themselves. But while the car finds its feet on the grid, they're doing something equally important off it. They're showing up. The UK tour brings the car to cities across the country ahead of Silverstone. Nottingham was one of the stops. There was a queue when I arrived, a car on display, and games section where fans could win gifts. Nothing overly produced. Just the sport, brought closer to the people who follow it. For a team in their first season with a five year plan to compete for championships, this kind of activation makes complete sense. You don't build a fanbase by finishing on the podium straight away. You build it by being present, accessible and consistent — long before the results come. Audi and Revolut clearly understand that. And as someone who studies brand partnerships, it's exactly the kind of long term thinking that separates brands who are just in the sport from brands who are truly part of it. #Formula1 #AudiF1 #Revolut #Silverstone #BrandPartnerships #FanEngagement #F1UK #Notingham