Inside the brand identities of McLaren’s Lando Norris & Oscar Piastri

Beyond podium finishes, Norris and Piastri are shaping McLaren’s off-track identity, each translating their racing personas into powerful, differentiated brand partnerships.

07 Oct 2025 11:43 IST

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The 2025 Formula 1 Singapore Grand Prix, contested under the demanding floodlights of the Marina Bay Street Circuit, served as a definitive moment of confirmation for McLaren Racing. While the race victory was claimed by a competing team, the event fundamentally validated McLaren’s overwhelming technological and operational supremacy by officially securing the Formula 1 Constructors' Championship (WCC). While this win marks the team’s 10th Constructors' title and their second consecutive WCC, the race itself was won by George Russell of Mercedes, who delivered a flawless, pole-to-flag victory at the notorious Marina Bay Street Circuit.

This competitive dynamic unfolds against the backdrop of Formula 1’s unprecedented commercial growth. The sport has transcended its niche roots to become a major global entertainment platform, reflected in the escalating value of its commercial rights.

F1 Takeaways: Russell does everything right to win Singapore GP - Sportsnet.ca — *Mercedes Racing's George Russel after winning in Singapore*

The average F1 team sponsorship deal, for example, rose by 56% from 2019 to 2024, reaching over $5 million, according to data from Nielsen Sports as cited in media reports. This surge has attracted investment from the technology and financial sectors, as well as an increasing number of luxury brands, such as those under the LVMH group, which seek alignment with the sport’s performance and global audience.

The drivers’ success on track seems to be directly correlated with the size and diversity of their personal brand partnerships. As they have racked up victories and podiums, their commercial appeal appears to be deepened. This high-performance credibility has positioned both the McLaren drivers as valuable assets in the sport, with title partners of top teams estimated to generate media value of over $6 million per race on average, according to a media report.

The brand portfolios of Piastri and Norris demonstrate a commercial segmentation strategy, leveraging their distinct public personas.

Norris’s portfolio has historically focused on the digital and lifestyle space, aligning with his public persona as a gamer. Piastri, on the other hand, is often viewed as the more composed and technically analytical driver, has attracted partnerships centered on precision and utility.

Here are the brands that have been associated with both drivers over the years since their Formula driver careers.