Amex, Sky Media Team Up on Social-First F1 Campaign Featuring Guenther Steiner

American Express (Amex) and Sky Media are teaming up for a social-first campaign on Sky Sports F1, featuring Guenther Steiner, the boss of Haas F1 Team. The campaign aims to showcase the skills that keep an F1 team functioning, such as teamwork, preparation, and staying calm under pressure, in a small business setting.

The idea is simple: test whether these skills translate to serving thousands of hungry fans at Chicken George, an independent food stall during the British Formula 1 Pirelli British Grand Prix. The campaign details were outlined in an official announcement.

Amex is actually selling its Business Cards through this campaign, focusing on awareness and consideration for its services. Instead of listing benefits, the story shows what 'running a business under pressure' looks like, then connects that experience to having the right financial tools behind you.