Procter & Gamble has teamed up with McLaren Racing to engage Formula 1 fans across Asia Pacific, marking the company’s first motorsport partnership in the region and its first APAC-led collaboration of its kind in the sport. Announced ahead of the Singapore Grand Prix, the deal will bring co-branded products and consumer activations featuring Head & Shoulders and Oral-B.
The collaboration aims to link P&G’s everyday consumer brands with McLaren’s passionate fan base through Formula 1-linked experiences. It also creates openings for both companies to work with retail partners and support category growth, turning race-day excitement into tangible value on the shelf.
Formula 1’s audience now engages with the sport well beyond race weekends, following the action through streaming, social media, gaming, fashion and fan communities. The partnership seeks to tap into these interests. Stanislav Vecera, President and CEO of P&G Asia Pacific, said the sport brings together people who value technology, precision, progress and memorable experiences, qualities that also inspire P&G brands. Zak Brown, CEO of McLaren Racing, said both organisations share a culture of innovation, precision and continuous improvement, and that the partnership will bring their audiences closer together.
P&G’s portfolio spans personal care, beauty, oral care, home care and hygiene, with brands including Gillette, Pampers, Ariel, Tide and Olay. McLaren Racing, meanwhile, fields drivers Lando Norris and Oscar Piastri in Formula 1 and also competes in the NTT IndyCar Series and F1 Academy. Together, they bring performance and everyday trust onto one stage for Asia Pacific fans.
