From dirty overalls to Dior collections, we explore how Formula 1 grew into the global phenomenon it is today.

In recent years, Formula 1 has exploded in popularity. It's a sport full of cutting-edge technology, huge budgets, and incredible speed. Nowadays, it's hard to imagine a Grand Prix without big brands, stylish drivers, and eye-catching advertising.

But this didn't happen overnight. It's been a long journey - starting from simple races for passionate fans to becoming a worldwide trend where fashion and marketing play a big role in the culture.

The aesthetics of practicality

Formula 1 officially began in 1950, though motor racing itself goes back to the early 1900s. Back then, winning was everything, so teams kept things simple and practical. Drivers wore plain overalls made from rough fabric, designed mainly to protect them from injuries and fire.

There were no logos or brand names - just numbers and national colours. British teams raced in green, Italians in red, and French teams in blue. This was the first sign that tradition, not fashion, shaped the sport's look.

When it came to accessories, drivers, engineers, and mechanics mostly wore watches. At that time, precision mattered more than style or status. Brands like Rolex and Heuer (later TAG Heuer) were around, but their involvement was practical, not marketing-driven. Five-time world champion Juan Manuel Fangio was well known in racing circles, but he hadn't yet caught the attention of the wider public. That all started to change as Formula 1 began reaching a much bigger audience.

As the sport grew in popularity, drivers and teams began partnering with a wider range of sponsors - sometimes including online casinos. These partnerships helped bring new fans to the sport while offering brands unique exposure. For example, exclusive offers like Stay Casino no deposit bonus codes are sometimes featured in Formula 1-related campaigns, blending the adrenaline of racing with the entertainment of online gaming.

The first signs of commercialisation

By the 1960s, teams could no longer rely just on government funding and the passion of their owners - they needed more money. Television brought Formula 1 into millions of homes, and with that exposure came the first sponsors.

Ferrari and Lotus still raced in their traditional national colours, but for the first time, logos started appearing on drivers' overalls - brands like Esso, Firestone, and Shell. This wasn't a calculated marketing strategy yet, more a natural fit with companies already involved in motorsport.

The clothing became lighter and more form-fitting, but its main job - protection - remained the priority.

Drivers like Jim Clark and Graham Hill began to stand out not only for their wins but also for their charm. Off the track, they dressed in the sharp styles of the era: tailored jackets, skinny ties, and tidy hairstyles.

Watches like the Rolex Daytona, named after the famous American race, started to take on symbolic meaning, becoming status symbols. Racing hadn't turned into a full-blown fashion trend yet, but its vibe - speed, risk, and cutting-edge tech - began to connect with fans and sponsors alike.

The birth of branding

In the 1970s, commercialisation in Formula 1 really took off, and fashion started to weave its way into the sport through sponsors. In 1968, Lotus, under Colin Chapman's leadership, was the first team to ditch traditional national colours and adopt the red and gold livery of Imperial Tobacco.

Soon after, tobacco brands like Marlboro, John Player Special, and Gitanes joined the mix, their bold, eye-catching logos becoming an iconic part of Formula 1's visual identity. Drivers' overalls evolved too - with the introduction of Nomex fabric, protection improved significantly without sacrificing comfort or practicality.

Stars like Niki Lauda and James Hunt became more than just athletes; they turned into media personalities. Hunt became a symbol of rebellion, often seen barefoot, with unbuttoned shirts or even shirtless, while Lauda was the opposite - reserved and controlled, famously wearing a Parmalat cap after his accident to cover his scars.

At the same time, watchmakers such as Heuer started partnering directly with teams. The Heuer Monaco chronograph, launched in 1969, gained fame through Steve McQueen's role in the film Le Mans and became closely linked to driver Jo Siffert.

Glamour and identity

In the 1980s, Formula 1 became a true symbol of glamour. Grand Prix races in Monaco, Monza, Spa, and Rio attracted the rich and famous - actors, royalty, and business magnates all came to watch. Sponsors stepped up their game, demanding brighter, more sophisticated designs on drivers' overalls.

Ferrari blended its classic red with logos from Shell, Agip, and Marlboro; McLaren showcased Marlboro's clean white and red look; Lotus was instantly recognisable with John Player Special's black and gold, and later with the bold yellow of Camel. Tobacco brands shaped much of the sport's visual style, alongside oil and tech giants like Shell, Elf, Mobil, Honda, and Canon.

A key moment came when Hugo Boss partnered with McLaren, becoming the official clothing supplier - not just for racing suits but also for sharp outfits worn at public events. The paddock became a sort of travelling fashion showcase. Soon after, Benetton made its mark, first sponsoring and then buying a team, bringing its own branding to the sport.

The influence of sponsors on teams

By the 1990s, drivers were style icons, and fashion was firmly part of racing culture. Ayrton Senna, Michael Schumacher, Alain Prost, and Jacques Villeneuve appeared on fashion magazine covers and in ad campaigns. Each team's look reflected its character. Sponsors didn't just slap logos on cars - their size, position, and colours were carefully negotiated to create a cohesive identity.

Sometimes, the main sponsor's influence went so far as to change a team's name. Marlboro McLaren became West McLaren Mercedes, switching from red and white to metallic silver. Ferrari kept its iconic "rosso corsa" red while incorporating Marlboro and Shell branding.

Watches remained a key part of the image: TAG Heuer served as the official timekeeper from 1992 to 2003, while Rolex highlighted the prestige of events like the Monaco Grand Prix. Safety concerns after serious accidents led to updates in racing suits, and in 1998 Tommy Hilfiger signed with Ferrari to design team uniforms and fan merchandise.

Personal brand

Tobacco sponsors pulled out after anti-smoking laws banned cigarette advertising in the EU from 2005, opening the door for new brands to take their place.

In 2004, Puma teamed up with Ferrari to create iconic red trainers that blended the team's racing spirit with streetwear style. Meanwhile, McLaren kept its long-running partnership with Hugo Boss - lasting nearly 35 years until 2014 - and TAG Heuer, reinforcing its high-tech image. Vodafone's sponsorship added extra prestige, while driver Kimi Räikkönen, nicknamed "The Iceman," perfectly captured the team's cool, understated vibe.

Red Bull entered Formula 1 in 2005 and shook things up with a youthful, laid-back style that was a sharp contrast to the traditional motorsport look. Bright baseball caps with big logos, loose T-shirts, shorts, and hoodies stood out against the formal suits seen elsewhere in the paddock. Red Bull later launched AlphaTauri, its own fashion brand, which grew from team gear into a global clothing line.

Watch brands split the market: Richard Mille made a splash with ultra-light models worn by Felipe Massa, while Hublot prepared to become the official timekeeper for Formula 1. Rolex, however, kept its association with individual prestigious races.

In the 2000s, fashion started to play a bigger role in drivers' personal brands. Lewis Hamilton debuted in Formula 1 in 2007 with McLaren, quickly gaining attention for his skill on the track. Today, he's known as one of the greatest drivers ever, sharing a record seven world championships with Michael Schumacher.

When Hamilton was new to the sport, he wore the usual team kit - polo shirts, jackets, and caps branded with McLaren and sponsors - typical paddock wear of the time. After becoming champion, he began adding more stylish pieces to his wardrobe: tailored jackets, designer jeans, and later, bold prints, eye-catching accessories, and unique silhouettes. He was one of the first drivers to prove that racing professionals could also be fashion icons.

The formula we know

In 2010, Hublot became the official timekeeper of Formula 1, launching a limited edition series of F1 King Power watches. Then in 2013, Rolex took over the role, before TAG Heuer regained it in 2025.

When Lewis Hamilton moved to Mercedes in 2013, he quickly became a fashion icon. He started attending Fashion Weeks, collaborated with Tommy Hilfiger (the TommyXLewis line) and Dior, and in 2022 launched his own brand, +44. His style - a blend of streetwear and high fashion - helped bring Formula 1 to a fresh audience, especially younger people who hadn't been into racing before.

While Hamilton represents fashion and flair, another champion shows a different side: four-time world champion Max Verstappen embodies a stripped-back look focused purely on winning. Verstappen sticks mostly to the team's standard sportswear or clothes from AlphaTauri, Red Bull's own fashion label.

The sport's surge in popularity wasn't by chance. It really took off after 2017, when American company Liberty Media bought Formula 1. They introduced a new logo, revamped broadcasts, pushed heavy digital content, launched the hit Netflix series Drive to Survive, and worked with lifestyle media - turning F1 from a niche sport into a major cultural phenomenon.

Some old-school fans remain skeptical, but the numbers tell the story: the audience is growing, and young fans who never knew Ayrton Senna are now glued to every Grand Prix.

The F1 Garage project lets fans visit the pit lane, meet teams, and get close to the action. The paddock's style has shifted too - from plain overalls to fashionable outfits. It now feels like a runway, with drivers in designer clothes and fans snapping up merchandise. Collaborations like Abercrombie & Fitch with McLaren, Palace Kappa with Alpine, and Palm Angels with Haas show how the sport's popularity is spilling into fashion.

But Formula 1 isn't just about style and marketing. Tech companies are shaping the sport's modern face, with Lenovo leading the way.

Since 2022, Lenovo has been an official F1 partner and the title sponsor of the Japanese Grand Prix. They supply cutting-edge tech, from powerful servers handling telemetry data to gadgets helping teams fine-tune race strategies.

At the 2023 Japanese Grand Prix, officially called the Formula 1 Lenovo Japanese Grand Prix 2023, Lenovo unveiled the world's first touch-activated trophy, blending innovation with race identity.

Lenovo's logos on the track and broadcasts boost its visibility, and digital fan experiences make races more exciting. For example, Lenovo offered AR/VR setups in fan zones where spectators could experience driving a race car virtually or try interactive pit stop challenges.

Other tech giants like Dell Technologies also support F1 by providing computing power for data analysis, but Lenovo stands out with its title sponsorship and creative fan engagement, strengthening Formula 1's image as a high-tech sport.

Beyond branding and technology, Formula 1 is committed to going carbon neutral by 2030. Teams are playing their part: Mercedes invests in renewable energy and uses biofuels in logistics. McLaren's Woking base runs on solar power, and some of their merchandise uses recycled materials. Even Ferrari, known for luxury, is moving toward hybrid engines and cutting emissions in production.

This mix of motorsport heritage, fashion, technology, and environmental responsibility is shaping a new image for Formula 1. It's a sport that balances showmanship and style with today's challenges - and for now, it's clearly working.