Aston Martin expand TikTok partnership

Aston Martin and TikTok have extended and expanded their partnership, which will see TikTok continue to work on various fan engagement activities for the British Formula One team as they strive to enhance their fan experiences through content, creator activations and exclusive experiences on TikTok. 

Continuing on as the team’s Official Creator Partner, TikTok will also launch the “I / AM A FAN” campaign, which is “aimed at shining the spotlight on the unique global community of F1 creators, fans, and enthusiasts”. The campaign will involve the Aston Martin fans through content, experiences and fan feedback. 

The two parties will also work on other campaigns, which will be held throughout the year and will include activations in Las Vegas, Austin, Mexico and Singapore. The TikTok logo will continue to be present on the driver headrest and inner Halo of the Aston Martin race car.

Rob Bloom, Aston Martin Aramco Cognizant Formula One Team Chief Marketing Officer, commented:

“AMF1 Team has seen unprecedented fanbase growth over the last two years across every measure, from social media community to global fanbase. I / AM A FAN is the team’s way of loving fans back. We want it to be a movement that recognises and includes fans, rewarding them for their passion and loyalty. This is a shift in prioritisation from the team to the fans, changing the way sport delivers to those who love it the most.

“We’ve seen the impact of deeper fan engagement, particularly across the newer entertainment platforms such as TikTok, and we’ve also seen how the passion, enthusiasm and knowledge of the fans contributes to the exponential growth of F1® itself. This campaign is about bringing like-minded fans together; a platform to celebrate unity and champion inclusion and diversity, enhancing the F1 experience for everyone across the globe.“

Harley O’Dell, TikTok Sports Marketing Lead, EU, said:

“Since beginning our partnership in 2021, the AMF1 Team have leaned into TikTok and our ‘Where All Fans Play’ mantra, engaging the global creator community in innovative ways, bringing fans around the world closer to the team, and offering them experiences they can’t find anywhere else. Through our expanded partnership, we’re excited to continue working with AMF1 Team to enhance the F1 experience for our community, especially through the I / AM A FAN campaign, which will see us taking fan experiences and content creation to the next level.“