Amex Formula 1 Campaign Stars Former Team Principal at Food Stall

American Express has partnered with Sky Media on a social-first Sky Sports Formula 1 campaign to promote its business cards. The campaign, which launches August 27th, stars former Formula 1 Team Principal Guenther Steiner as he leaves the pit wall behind and takes over at an independent food stall called Chicken George during the British F1 Pirelli British Grand Prix 2026.

Steiner's challenge is to manage the food stall during one of the busiest weekends in the motorsport calendar, serving thousands of hungry fans. The campaign aims to build awareness and consideration for Amex Business Cards by showcasing how they can help small business owners manage and grow their businesses.

Sky Media led the development and production of the campaign, which brings together Amex, Sky Sports, Steiner, and Chicken George. As the home of Formula 1 in the UK and Ireland, Sky Sports provides Amex with an opportunity to reach engaged motorsport audiences across its social and digital channels.

David Edwards, VP Demand Generation at AMEX, commented: 'This campaign is a fun way to bring together Amex's backing of small businesses with its Formula 1 partnership.'