F1 movie star Damson Idris named global brand ambassador for Formula 1

British actor Damson Idris, who starred in the hit 2025 film F1, has been appointed as a global brand ambassador for Formula 1. In the role, Idris will work to connect the sport with broader culture and entertainment, appearing at races and participating in content to help attract new audiences to the championship.

Why it matters:

The appointment capitalizes on the massive, mainstream success of the F1 movie, which grossed over $630 million globally. By formally bringing its star into the fold, Formula 1 is strategically leveraging his celebrity platform and genuine passion for the sport to reach demographics beyond its traditional fanbase, aiming for sustainable growth through cultural relevance.

The details:

• According to the official announcement, Idris will "act as a bridge between the world of Formula 1 and the wider cultural and entertainment landscape."
• He is expected to appear at multiple Grand Prix weekends for promotional activities and fan engagement.
• F1 CEO Stefano Domenicali emphasized the importance of authenticity, stating Idris is "passionate about the sport and shares our vision to grow it."
• Idris expressed his respect for F1's innovation and intensity, noting his experience making the film gave him a deep appreciation for the drivers' elite level of performance.

What's next:

This partnership formalizes a relationship that began during the film's production, where Idris and the crew were embedded in real F1 paddocks. Moving forward, Idris's activities as an ambassador will be a test case for how effectively a major entertainment figure can translate cinematic appeal into tangible fan growth for the sport, as F1 continues to push its boundaries in global pop culture.