Oscar Piastri's Sponsor Changes Burger Bonus Amid Recent Form Dip

Oscar Piastri's recent dip in Formula 1 form has led a major sponsor, Grill'd, to adjust the terms of a special burger bonus tied to his performance. Originally, fans could get a limited-edition Piastri burger whenever he finished on the podium. However, after a series of challenging races and no podium finishes since September, the terms have been relaxed: the burger is now available every time Piastri simply participates in a race.

Why it matters:

This sponsor adjustment highlights the direct impact of on-track performance on commercial partnerships, even for a rising star like Piastri. While seemingly minor, such changes can reflect broader pressures and expectations from sponsors, who often tie promotional activities to peak performance moments like podium finishes. It also subtly underscores the competitive intensity of F1, where consistent top results are crucial for both drivers and their commercial partners.

The Details:

• Original Promotion: Ahead of the 2025 season, Grill'd launched a special limited-edition burger, available to the public when Piastri secured a podium finish.
• Performance Struggles: Piastri has not achieved a Grand Prix podium since a third-place finish at Imola in early September. Since the bonus was relaunched, he has not managed a top-three result.
• Recent Form: Since winning the Dutch GP, Piastri's form has seen three fifth-place finishes, one fourth, one DNF (Did Not Finish) in a main race, and two Sprint DNFs.
• 'Burger Curse': Some fans on social media have humorously dubbed Piastri's recent performance dip a "burger curse," noting that his lead over teammate Lando Norris has evaporated. Norris is now 24 points ahead of Piastri with three rounds remaining.
• New Terms: The qualifying terms for the burger bonus have now been changed to simply whenever Piastri takes part in a race, making it much more accessible for fans.
• The Burger: The burger itself features a Wagyu beef patty on a charcoal bun, with papaya sesame seeds, "super-charged OP chipotle mayo," crispy bacon, aged cheddar, shredded carrot, cos lettuce, and Spanish onion.
• Piastri's Endorsement: Upon its launch, Piastri expressed his enthusiasm, stating, "Both Grill’d and I were born in Melbourne, and I’ve always been a long-time fan of their healthy and nutritious burgers. The burger I’ve created with the team is not only packed with protein and low sugar but it tastes great."

Between the lines:

This change, while a pragmatic business decision for Grill'd, also reflects the intense scrutiny on F1 drivers. Even a slight dip in form can lead to noticeable adjustments in marketing strategies. For Piastri, it's a reminder of the relentless demand for consistency at the highest level of motorsport. It also shows a sponsor's willingness to adapt and maintain engagement, even if the original, more ambitious performance targets aren't consistently met.

What's next:

With three rounds remaining in the season, Piastri will be looking to reverse his fortunes and close out the year strongly. Improved on-track performance could potentially influence future sponsorship deals and the terms of such promotions. For now, fans can enjoy the Piastri burger more frequently, regardless of his podium finishes, a small silver lining for those following his F1 journey.