Formula 1 has officially welcomed Damson Idris as its newest Global Brand Ambassador following the launch of the All To Drive For campaign. The announcement marks a natural progression in the relationship between the Hollywood star and Formula One Group, following his starring role in the hit motorsport movie F1® The Movie alongside Brad Pitt.
The film became a global box office sensation, grossing over $630 million, and has been credited with introducing motorsport storytelling to a wider, global entertainment audience.
Bridging Motorsport and Global Culture
The partnership between Idris and Formula 1 highlights the growing crossover between sport, entertainment, and lifestyle culture. As Global Brand Ambassador, Idris will work with F1 across content creation, fan engagement initiatives, and promotional campaigns designed to attract new audiences to the sport.
In his new role, Idris will attend selected Grand Prix events throughout the season, helping to connect the cinematic world with the high-intensity reality of the pit lane. The move also reflects Formula 1’s continued global expansion, with the sport now reaching over 827 million fans worldwide, including a younger, more diverse audience base.
Formula 1 continues to grow rapidly, with 43% of its fanbase under 35 and 42% identifying as female, demonstrating the sport’s strong cultural appeal beyond traditional motorsport audiences.
From Hollywood to the Paddock
Idris originally became involved with Formula 1 through his role in F1 The Movie, where he played Joshua Pearce, a rising driver within a fictional racing team.
The film was shot across real Grand Prix weekends with full collaboration from Formula 1 teams and race operations, allowing Idris to immerse himself in the authentic environment of the sport. This experience helped establish him as a recognisable figure within the F1 paddock and deepened his personal passion for the sport.
His on-screen training and real-world engagement with drivers and teams helped blur the lines between storytelling and sporting reality — a key reason behind his appointment as Global Brand Ambassador.
What Formula 1 Said
Stefano Domenicali, President and CEO of Formula 1, praised the partnership, stating:
“I’m delighted to welcome Damson Idris officially to the Formula 1 family. Following his starring role in F1 The Movie, which made history at the box office and helped bring our sport to new audiences, he is joining us as an official Global Brand Ambassador.”
Domenicali also emphasised the importance of authenticity in F1’s growth strategy, adding that Idris’ passion for the sport aligns with Formula 1’s mission to expand its global reach.
Damson Idris on His New Role
Idris shared his excitement about joining Formula 1 officially, explaining how the sport sits at the intersection of precision, performance, and culture.
“I’ve always been drawn to spaces where culture, performance, and precision meet, and Formula 1 sits right at the centre of that.”
He continued:
“Getting closer to the sport gave me a real understanding of the innovation, heart, and intensity behind everything. I’m genuinely excited to step into this role as a Global Ambassador.”
Idris also expressed pride in representing a global sport that connects diverse communities around the world.
Fans can stay updated with Formula 1 news via the official site: https://www.formula1.com/
