Outlet: Forbes Australia
Author: Matt Craig
Publication Date: June 27, 2025
Apple’s ambitious Formula 1 movie project has not only revved up excitement among fans but also ignited unprecedented brand investment. The article reveals that brands such as Mercedes, IWC, Expensify, and Geico collectively poured over $40 million into sponsorships for the fictional APXGP team led by Brad Pitt’s character – turning the film into a prime example of brand integration at scale. With Jerry Bruckheimer producing, Joseph Kosinski directing, and David Leener spearheading product placement, the movie is breaking new ground in how Hollywood and advertisers collaborate.
For significant portions of the film, Pitt is decked out in fire suits and helmets showcasing more than a dozen logos. These brands also feature prominently on the APXGP car, transforming the film into a highly visible marketing canvas. According to producer David Leener, the movie secured more sponsor money than any project in his 30-year career – even surpassing “Top Gun: Maverick.”
Included in this article, our agency’s founder and CEO, Stacy Jones, shared her insights on the unprecedented scale and complexity of product placement involved in the project:
“This was the beast of all beasts, the most difficult movie ever made in Hollywood for brand partnerships. It has broken any understanding of what product placement can actually do. It’s never happened to this degree before.”– Stacy Jones
“This was the beast of all beasts, the most difficult movie ever made in Hollywood for brand partnerships.” – Stacy Jones
The article also highlights the economic savvy behind this brand involvement. Compared to the steep cost of real F1 sponsorships (ranging from $5 million to $100 million annually), integrating into a film offered brands immense value, cultural cachet, and long-term media exposure. Expensify, for example, saw massive engagement spikes and stock interest after its brand appeared in trailers, video games, and even on the Met Gala red carpet.
Hollywood Branded has long been at the forefront of product placement, celebrity partnerships, and branded content. Our agency helped deliver monumental results for Expensify as title sponsor, contributing to a $37M market cap increase before the film’s release. This project exemplifies how Hollywood Branded connects brands with cultural moments that leave lasting impact.
Curious how your brand can ride the wave of pop culture? Visit Hollywood Branded’s insights page and read the full article on Forbes here.
