Ketchum

Congrats to Dylan Bailey (VP, Nutrition Affairs), on his recent Texas Tech profile. Proud to celebrate this recognition! https://bit.ly/4dlKtGx

www.ttu.edu

In honor of National Ag Day, today we celebrate the innovators, farmers, and visionaries advancing food production. Ketchum’s Food & Agriculture Practice is committed to telling stories that matter by partnering with those who feed the world and shape the future of food. From field to table, we're here to dig deep, challenge assumptions, and drive meaningful change.

Two races into the 2026 Formula 1 season, one thing is clear: F1 remains one of the fastest-growing sports properties in the world. What was once seen as a niche luxury sport has evolved into a global platform spanning entertainment, hospitality, technology, lifestyle, fan experience, and storytelling.

As brands consider where and how to show up, Kelsey Schroeder (Managing Account Supervisor, Sports) shares SIX trends shaping the opportunity in F1 right now:

1️⃣ More brands are in the mix than ever before

2️⃣ F1 is no longer just racing — it’s a lifestyle platform

3️⃣ Audience growth is being driven by younger, female, and U.S. fans

4️⃣ Fan experience is now the activation

5️⃣ Broadcast is no longer linear — and that creates new opportunity

6️⃣ Creators continue to fuel growth and engagement

Formula 1’s momentum is not slowing down. For brands, the opportunity is bigger than sponsorship alone — it’s about finding the right role, the right audience, and the right activation strategy to break through in one of the most dynamic spaces in sports and culture today.