The Aston Martin Aramco Formula One Team has renewed its partnership with TikTok, extending a collaboration that has become a cornerstone of the team’s digital and fan engagement strategy.
As part of the renewed agreement, the team has confirmed that its 2026 F1 team launch will be broadcast live on TikTok LIVE, underlining a growing shift towards platform-native premieres in global motorsport.
The partnership, which began in 2021, has focused on connecting with younger, digital-first audiences through short-form video, creator-led storytelling and interactive live formats. The 2026 team launch will serve as the flagship activation of the renewed deal, positioning TikTok as the primary platform for the unveiling of the team’s new car and season identity.
The launch event will take place in Saudi Arabia on Monday, February 9, and will be streamed globally via TikTok LIVE. Fans will be able to engage in real time through comments and reactions, with the broadcast offering extended coverage and behind-the-scenes access aimed at bringing audiences closer to the team as it prepares for the new Formula One season.
Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One Team, said, “Since our partnership began in 2021, Aston Martin Aramco and TikTok have shared the common belief that fans play a leading role in shaping the culture and community of our sport. Together, we have pioneered the engagement of the TikTok community to co-create the F1 story, creating moments of true connection and collaboration. At the same time, TikTok provides a genuine source of inspiration for the team, giving great ideas the opportunity they deserve.
“Together in partnership, we pledge to an expanding programme of creator engagement, even greater access behind the scenes, and further amplify moments of fan passion.”
Aoife Moran, European Sports Marketing Lead at TikTok, added, “From day one, this partnership has been about giving fans a way in. The TikTok community has helped turn Formula One into a shared, real-time experience, where fans can watch, react and feel part of the moment together.
“As we continue our successful partnership with Aston Martin Aramco, we are excited to keep building on that momentum and continue opening up the sport for new audiences, particularly female fans.”
Beyond the live launch, the renewed agreement will continue to deliver year-round digital content, including race-week storytelling, paddock access and driver-led features. The partnership will also expand its creator-focused initiatives, giving selected creators closer access to the team to produce original content tailored for TikTok’s global community.
With Formula One content on TikTok continuing to scale, the collaboration has focused on showcasing the sport beyond race results, highlighting the people, processes and culture that define a race weekend. From a commercial and media standpoint, the renewal reflects a broader trend within Formula One towards digital-first storytelling and live platform premieres.
By committing its 2026 team launch to TikTok LIVE, Aston Martin Aramco is reinforcing its intent to meet fans where they already consume sport and entertainment, while strengthening TikTok’s position as a destination for premium live sports content as Formula One continues to expand its global and generational reach.
