Adidas has overtaken DHL as the most-mentioned sponsor surrounding the 2026 Formula 1 Singapore Grand Prix, according to data from Meltwater. The sportswear brand recorded 9,439 mentions and 261,455 engagements, driven by its motorsport pop-ups and exclusive merchandise. Meanwhile, DHL led the conversations in 2025 with 5,245 posts, largely due to its association with race performance metrics.
Aramco emerged as the top sponsor for engagement in 2026, with approximately 301,000 engagements from just 286 mentions. Instagram played a pivotal role, accounting for 90.5% of its engagement. The brand's “Aramco STEM racing world finals” event, held at Resorts World Sentosa from 3 to 8 October, also boosted its visibility. In 2025, Salesforce held the engagement crown with its “Driver of the day” initiative.
Singapore Airlines saw a rise in engagement, ranking third with 145,565 actions, despite fewer mentions. TikTok contributed 75% of its engagements, while radio broadcasts drove 30.4% of its mentions. Other notable sponsors included LVMH, which ranked second for mentions but sixth for engagement, and Red Bull Racing, which dominated team conversations with 2.47 million engagements.
Beyond online metrics, brands like LEGO and Metro extended their reach into retail and experiential spaces. LEGO’s “LEGO F1 experience the thrill” activation featured interactive racing challenges, while Metro partnered with Shell Singapore to sell F1 collectibles. These activations highlighted how F1 conversations extend beyond race results, encompassing driver personalities, team narratives, and social platform content.