Formula 1’s transformation into a global cultural force, and what that means for brands, will take centre stage at this year’s Cairns Crocodiles, presented by Pinterest.
The session, ‘From Trackside to Brandside: The Brand Race Inside Formula 1’, will bring together leading marketers and commercial leaders to unpack how brands are tapping into one of the most engaged and high-spending audiences in the world.
With the sport’s momentum continuing to accelerate, brands are moving beyond traditional sponsorship models and rethinking how they show up, focusing instead on building authentic, meaningful connections with fans.
Taking part in the discussion are Emma Pinwill, chief commercial officer at the Australian Grand Prix; Naysla Edwards, vice president brand ANZ at American Express; and Alexandra Bokeyar, general manager of MECCA-Maginations at MECCA Brands.
Moderated by Arvind Hickman, features and analysis editor at B&T, together, the panel will explore how brands are harnessing the power, prestige and emotional intensity of Formula 1, not just for visibility but to drive relevance, build desire and earn their place in an increasingly competitive brand landscape.
As Formula 1 continues to cement its place in mainstream culture, the session will offer a timely look at how brands can successfully navigate and win the race for attention. See the full agenda HERE.
Edwards also appeared at Cairns Crocodiles last year, where she joined a lively and insightful session exploring the evolving world of creator-brand partnerships. Alongside Olivia Molly Rogers, Khanh Ong and Anthony Svirskis, the panel unpacked what it really takes to build authentic, effective collaborations, from brand-influencer chemistry to real-world success stories, offering both inspiration and practical takeaways for marketers and creators alike. Watch the session below!
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