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Formula 1 spent the past decade moving into fashion weeks, streaming queues, and front-row film premieres. That effort now takes a visible step forward through one of its most prominent off-track figures.
“I’m delighted to welcome Damson Idris officially to the Formula 1 family,” said Formula 1 President and CEO Stefano Domenicali. “Following his starring role in F1 The Movie, which made history at the box office and helped bring our sport to new audiences, he is joining us as an official Global Brand Ambassador.”
The announcement follows the runaway success of F1 The Movie. It’s now the highest-earning sports film to date, grossing more than $630 million worldwide. Known to many for his work on Snowfall, Idris plays fictional rookie Joshua Pearce alongside Brad Pitt’s character Sonny Hayes. The production, shot trackside with full cooperation from the championship, blurred the line between cinema and competition in a way motorsport has rarely attempted.
“In Formula 1, we are all about authenticity and Damson is passionate about the sport and shares our vision to grow it,” Domenicali said. “With his incredible platform and position in the entertainment and lifestyle space, together we will push the boundaries of how we reach fans.”
Scenes for F1 The Movie were filmed on real Grand Prix weekends at circuits including Silverstone, with the cast and crew mingling with teams and drivers. Idris trained extensively, worked alongside engineers and drivers, and became a familiar face in the paddock. He had already been absorbed into race weekend culture by the time the film premiered.
“I’ve always been drawn to spaces where culture, performance, and precision meet, and Formula 1 sits right at the centre of that,” he said. “I had an enormous amount of respect for it before making the film, but getting closer to it gave me a real understanding of the innovation, the heart, and the intensity behind everything, and the elite level the drivers operate at.”
He added, “I’m genuinely excited to step into this role as a Global Ambassador. Being part of this world now means a lot to me, and I’m proud to represent something that inspires and connects people all over the world.”
The series reaches more than 827 million viewers globally. 43% are under 35, and women account for 42%. The ambassador role strategy leans into storytelling, lifestyle, and entertainment without losing its technical spine.
Since the success of Netflix’s Drive to Survive, Formula 1 has understood that narrative drives growth as much as horsepower. Formula 1’s commercial engine shows no signs of slowing, with sponsorship spend projected to surpass US$3 billion in 2026 and teams posting record revenues as brand investment continues to grow.
For Idris, the move cements a rare transition from fictional driver to official representative of the sport itself. For F1, it is another calculated decision in how a 75-year-old racing series chooses to meet its next generation of fans. Not only is the fan base in grandstands, but also on red carpets, on streaming sites, and on cultural stages, far removed from the starting grid.
At the Met Gala, one of fashion’s most visible stages, Idris wore a custom Tommy Hilfiger racing suit and a crystal-covered racing helmet tied to F1 The Movie, then revealed a tailored tuxedo beneath on the red carpet. The sport already had F1 royalty at the annual invite-only event. Lewis Hamilton, a seven-time world champion, co-chaired the 2025 soiree.
Idris will attend select Grands Prix and support content and promotional campaigns designed to bring new audiences into the championship. In effect, he becomes a connective thread between two worlds that are increasingly intertwined: Hollywood and the paddock.
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