F1 Canadian Grand Prix 2025: A Brand-Building Powerhouse

More than visibility, F1 delivered results

The 2025 Formula 1 Canadian Grand Prix wasn’t just a win for race fans, it was a victory lap for the brands that showed up. Leveraging the prestige, passion, and prime placement of F1, advertisers across categories—from automotive and finance to telecom and alcohol, saw measurable gains in brand health and consumer sentiment.

Backed by insights from YouGov BrandIndex, here’s how the results stacked up.

Sponsorship of the 2025 Formula 1 Canadian Grand Prix on TSN and RDS delivered more than visibility, it drove measurable performance across the full brand funnel. From awareness to purchase intent, F1 built lasting brand momentum.

Key Highlights:

• Buzz: +32% vs. 2024 race week and +12% vs. 2025 season average
• Ad Awareness: +57% vs. 2024 and +32% above 2025 average—with sustained lift two weeks post-event
• Word-of-Mouth Exposure: +74% vs. 2024, +31% vs. 2025 average, and trending +11% YoY
• Overall Momentum: The 2025 season continues to outperform 2024 on key brand health indicators

Takeaway: Live sports like F1 don’t just spark attention, they build enduring brand equity.

Telecom: Strengthening Brand Health Through F1

A leading telecom brand harnessed the power of F1 to strengthen brand perception, outperforming the entire category across every major KPI. The campaign used the prestige of F1 to reinforce values like innovation, reliability, and customer experience.

Results among TSN/RDS viewers:

• +31% in Recommendation
• +30% in Reputation
• +29% in buzz
• +22% in Satisfaction
• +16% in Attention
• +9% in Ad Awareness

A category leader surpassing all telecom peers

• +311% in Ad Awareness
• +329% in Purchase Intent
• +286% in Satisfaction
• +206% in Reputation

Auto: Accelerating Brand Perception Through F1

Luxury Auto

A leading luxury auto brand saw tangible returns by aligning with the 2025 Formula 1 Canadian Grand Prix. Its activation drove measurable improvements across the brand funnel—particularly in perceived quality and purchase intent.

Results among TSN/RDS viewers:

• +52% lift in Purchase Intent
• +10% in Buzz and Quality
• +8% in both Value and Attention

Above the pack (vs. Auto Sector):

• +69% Word of Mouth
• +63% in Impression
• +110% in Quality
• +111% in Reputation

Top-Tier Auto Manufacturer

Another top-tier auto brand accelerated brand health during race week, outperforming sector norms in both perception and visibility.

Results among TSN/RDS viewers:

• +73% in Word-of-Mouth exposure
• +65% in Consideration
• +56% boost in Purchase Intent
• +27% in Ad Awareness

Standing out in a competitive field

• +13% in Quality and Reputation
• +6% in Recommendation and Value
• +24% in Impression

Finance: Driving Awareness & Brand Lift in a Trust-Based Category

A leading financial brand leveraged the power of F1 and the results speak volumes.

• +100% lift in Ad Awareness—viewers were 2x more likely to recall the brand
• +86% in WOM Exposure and +63% in Attention, demonstrating strong brand engagement
• +50% lift in Satisfaction and +42% in Impression, signaling a deeper emotional connection
• Strong increases in Recommendation (+16%) and Reputation (+11%), reinforcing trust in the brand

Bottom line: In a category where trust and recall drive growth, F1 proved to be a high-performing brand-building platform.

Alcohol Sector: F1 Delivers Premium Results for a Premium Beer Brand

Aligning with the 2025 Canadian Grand Prix, this alcohol brand stood out in the crowded beer space—driving meaningful lifts across the brand funnel.

Brand lift highlights

• +36% in Purchase Intent
• +32% in Satisfaction
• +23% in Impression, +16% in Recommendation
• +15% in WOM Exposure, +8% in Value

A category standout:

Outperformed the Beer Sector on all major KPIs

• +206% in Buzz
• +179% in Attention
• +167% in Recommendation
• +126% in Reputation
• +140% in Purchase Intent

When premium brands meet premium live events, the results go beyond the podium. From passion to performance, the 2025 Canadian Grand Prix proved Formula 1 is one of Canada’s most powerful brand stages.