• by Colin Kirkland , December 11, 2024

Aston Martin’s Formula One (F1) racing team has partnered with TikTok to stoke widespread engagement in both motorsport and the brand by “discovering, nurturing and showcasing up to five new content creators” in the UK. 

TikTok has been the official creator partner with Aston Martin Aramco (AMCF1) since 2021, when TikTok’s branding became part of the driver headrest and inner Halo of the AMR21 car.

For the past 3 years, the luxury car manufacturer’s F1 team has worked with TikTok’s in-house creatives and the platform’s community to explore engagement opportunities, including exclusive social output on the team’s designated TikTok account.

The new “Creator Collective” program builds off this partnership, as both companies launch a talent search to champion a diverse range of U.K.-based content creators invested in motorsport by providing them with exclusive access and mentorship to garner increased audience engagement.

More specifically, the five selected creators will be tasked with curating “audience focused content” with oversight from AMCF1’s in-house videographers, editors and content strategists.

Creators are also promised event and paddock access, a tour of the team’s Technology Campus at Silverstone and a workshop at TikTok’s headquarters. 

The program, which TikTok hopes to launch internationally in the future, is set to run throughout the 2025 F1 season. The deadline for applications closes on Monday, January 13. 

In the past few years, TikTok has expanded its efforts to partner with major sports organizations, including the NFL, several of Washington D.C.’s professional sports teams, and Britain’s Olympics and Paralympics teams, with a focus on stoking relevant creator content.  

The ongoing push directly correlates to the ByteDance-owned company’s focus on facilitating sports content on the app.

In 2023, a report showed video views for #hockey, #basketball, #rugby, #volleyball, #football, #cricket, and #baseball were up year-over-year, with many up over 100%.

Formula One is a strategic investment for TikTok, as consumer interest around the sport continues to grow among a wider global audience.

A new study released by Interpublic Group’s Octagon agency shows the number of F1 fans reaching 700 million across the globe, with one-third of those fans -- more than 230 million -- new within the past four years.