McLaren seal Procter & Gamble partnership ahead of Singapore Grand Prix sprint weekend

McLaren Racing has announced a partnership with Procter & Gamble, the consumer goods conglomerate behind some of the world’s most recognisable household brands, with the deal confirmed ahead of the Singapore Grand Prix sprint weekend.

The collaboration will centre on fan engagement campaigns across the Asia Pacific region, with P&G brands including Head & Shoulders and Oral-B among those involved. Co-branded products carrying both McLaren and P&G branding are planned, alongside promotional activities targeting McLaren fans and P&G consumers throughout the region. Whether P&G branding will appear on the McLaren cars at Singapore has not been confirmed.

P&G’s portfolio extends to Gillette, Tide, Pampers, Pantene and Olay, with the company operating across approximately 70 countries. The timing of the announcement reflects Formula 1’s growing commercial appeal in Asia specifically — the sport counted 221.1 million fans in China and nearly 79 million in India in 2025.

Stanislav Vecera, President and CEO of P&G Asia Pacific, framed the deal around shared values between the two organisations. “P&G and McLaren Racing share a relentless commitment to innovation and high performance,” he said. “Formula 1 and McLaren Racing brings together people who value technology, precision, progress and memorable experiences — qualities that also inspire P&G brands and the consumers we serve. Together, this shared passion enables us to drive meaningful innovation, deeper consumer engagement and category growth for our retail partners.”

Zak Brown, CEO of McLaren Racing, echoed the sentiment. “McLaren Racing and P&G share a culture of innovation, precision and continuous improvement,” he said. “P&G’s trusted brands are part of consumers’ everyday lives, while McLaren Racing inspires our global fan base through performance, technology and teamwork. This partnership allows us to connect with fans in new ways.”

The broader commercial context makes the deal unsurprising. Formula 1 now reports a global fan base of more than 830 million, a 64% increase since 2018. Notably, 43% of that audience is under 35 and 42% are women — with 48% of new fans acquired in 2025 being female. Those demographics represent exactly the kind of consumer base a household-brand giant like P&G is built to serve, making the sport an increasingly attractive platform for companies that have traditionally advertised through mass-market channels.