Amex Tackles Small Business Owners with F1-Themed Social Campaign

American Express is targeting small business owners through its latest campaign with Sky Media and Formula 1. The 'social-first' campaign, which started on August 27, features Guenther Steiner, former Haas F1 team principal, trying his hand at running an independent food stall during a major race weekend.

Steiner takes over the food counter at Chicken George, preparing for and serving thousands of fans during the British F1 Pirelli Grand Prix 2026. With his background in F1 racing strategy, he discovers that managing a small business requires similar skills: teamwork, meticulous preparation, and keeping cool under pressure.

The campaign aims to highlight the people and teams behind major sporting events, leveraging Amex's existing connections with Formula 1 as an official partner and payment partner of Silverstone. Sky Media led and delivered the campaign through production, bringing together Amex, Sky Sports, Steiner, and Chicken George.