TikTok and Aston Martin Aramco Renew Partnership

Silverstone, UK: 4 February 2026: TikTok and Aston Martin Aramco Formula One™ Team (@astonmartinf1) today announce a renewal of their partnership, marking the next chapter in a collaboration built on a shared ambition to put fans at the centre of Formula One™.

When the partnership launched in 2021, Aston Martin Aramco and TikTok set out to bring fans closer to Formula One™ through authentic, community-led storytelling. Since then, the sport's fandom on TikTok has accelerated, with#F1hitting 9.3 million posts whilst#F1TikTokhas grown by 61 percent year on year. Race fans increasingly celebrate the sport beyond race day, sharing the culture, the people, and everyday moments that define life in and around the paddock.

To kick start the renewed partnership, TikTok will broadcast an extended cut of the 2026 Aston Martin Aramco season launch exclusively on TikTok LIVE, giving fans around the world a front-row seat and turning the event into a shared moment. Hosted by creator Jolie Sharpe, the team will provide behind the scenes access to the team and drivers, inviting fans to watch, react and join the conversation as the moment unfolds.

TikTok LIVE will host the broadcast on Monday 9 February. The stream will be available internationally at 18:15 PM in the UK, 1:15 PM US East, 10:15 AM US West, 2:15 AM in China and 3:15 AM in Japan, bringing fans across the world into the moment together, through TikTok LIVE.

At a time when Formula One™ team content on TikTok continues to scale, the partnership has combined creator-led storytelling and behind-the-scenes access to show the sport beyond race results, from the people behind the team to the culture that surrounds race weekends. The partnership is also brought to life through the team's drivers on TikTok, with Lance Stroll (@lancestroll) and Fernando Alonso (@fernandoalonso) sharing moments from inside and outside the cockpit. This approach has resulted in a 30% increase in followers on the Aston Martin Aramco TikTok in 2025 vs 2024, with impressions and video views increasing x4 in the same period.

A cornerstone of the movement has been theTikTok Aston Martin Creator Collective, a first-of-its-kind initiative designed to give creators real access to a Formula One™ team and the freedom to tell its story from a fan point of view. The UK-wide programme selected Alicia Hullott (@alicespaddock), Chelsea Tucker (@mathschelsea), Rheanna Mazzaschi (@rhetms44), Catherine Bruce (@cathbruce) and Ella Welch (@ellasimpsforbooks), whose content spans storytelling, education and creativity.

With mentorship from TikTok and Aston Martin Aramco, this first cohort gained access to key moments across the season, bringing these cultural shifts to life and showing the many different ways fans connect with the sport, while inspiring interest in motorsport, engineering and STEM. Off the back of this success of this pilot, the programme will evolve into the US in the coming year, with more news coming soon.

Rob Bloom, Chief Marketing Officer, Aston Martin Aramco Formula One™ Team: "Since our partnership began in 2021, TikTok and Aston Martin Aramco 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. In this next phase of partnership, we pledge to an expanding programme of creator engagement, providing greater access behind the scenes, and further amplifying moments of fan passion."

Aoife Moran, European Sports Marketing Lead at TikTok: "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."