Actor Damson Idris, known for his role in the blockbuster film "F1", has been appointed as Formula 1's global brand ambassador. The announcement follows the movie's success in bringing new audiences to the sport. Idris will help connect Formula 1 with entertainment and culture through promotional activities.
Damson Idris, the British actor who starred as rookie driver Joshua Pearce in the 2025 film "F1", has officially become Formula 1's global brand ambassador. The movie, released in June 2025 and co-starring Brad Pitt as veteran driver Sonny Hayes, grossed over $630 million worldwide, making it the most successful sports movie of all time. The plot centers on Hayes returning to the struggling fictional APXGP team, where he and Pearce aim to secure a win in the final nine races to save the team from being sold.
To ensure authenticity, the film was shot during actual Grand Prix weekends using modified Formula 2 cars, allowing Idris and the cast to integrate into the F1 paddock. This experience deepened Idris's appreciation for the sport. "I’ve always been drawn to spaces where culture, performance, and precision meet, and Formula 1 sits right at the centre of that," Idris 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. 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."
Formula 1 CEO Stefano Domenicali welcomed the partnership, stating: "I’m delighted to welcome Damson Idris officially to the Formula 1 family. 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. In Formula 1, we are all about authenticity and Damson is passionate about the sport and shares our vision to grow it, so it’s fantastic that we’ll continue to work with him. With his incredible platform and position in the entertainment and lifestyle space, together we will push the boundaries of how we reach fans."
In his new role, Idris will act as a bridge between Formula 1 and the wider cultural and entertainment landscape. He will attend several Grands Prix, participate in content creation, and engage in promotional activities to attract new demographics. The announcement comes shortly after Idris featured in Formula 1's "All To Drive For" campaign alongside all 22 drivers, launching the 2026 season. Formula 1 reports over 827 million fans globally, with 43% under 35 and 42% female, reflecting the sport's growing appeal.