Working inside an F1 team, I saw the same mistakes happen again and again with partner content — even from huge global brands. And most of the time, they were completely avoidable.

Here are the five biggest mistakes brands consistently make in F1 and motorsport:

• Treating social like an ad slot instead of creating social-first content
Most partner content fails because it feels like an advert, not something fans would naturally watch or share in their feeds.

• Ignoring the team’s tone, pacing and storytelling style
What works on a brand’s own channels doesn’t automatically work on a team’s. Fans can spot when something feels “off”.

• Using influencers with no genuine connection to the sport
F1 fans reject anything that feels like access being wasted on people who don’t genuinely care about the sport.

• Chasing short-term gimmicks instead of meaningful narrative
Trends might get a quick spike, but without story or purpose, they never earn long-term engagement.

• Owning the wrong storytelling space for the brand
Content feels inauthentic when a brand leans into themes that don’t match what they actually do.

If you want to dive deeper into these — including how to fix each one — you can read the full breakdown here:

👉 Read the full article on Out Lap
https://www.outlapagency.com/blog/5-biggest-mistakes-brands-make-with-partner-content-in-f1-and-motorsport

— Kim
PS: If you’re working on a partner content idea and want a second opinion, reply to this. I’m happy to share a quick POV.