For years, brand sponsorships followed a predictable formula. Logos on signage. Mentions in broadcasts. Maybe a campaign tied to a major event.
That model is starting to break, and Barilla’s latest Formula 1 activation shows what a more integrated approach looks like. As the Official Pasta Partner of Formula 1, the brand has launched “Racing Wheels,” a pasta shape designed to mirror F1 tires, down to the ridges and spokes. It is being sold at Walmart and select retailers, turning a sponsorship into something consumers can actually buy, not just see.
At the Formula 1 Miami Grand Prix, Barilla is extending the partnership into physical experiences, serving dishes built around the new pasta and its core product lines across both fan areas and premium hospitality spaces. The brand is also activating across its broader Formula 1 partnership, reinforcing its presence both on and off the track.
At the same time, the brand is layering in social content and retail distribution, creating multiple entry points into the same moment. The result is a sponsorship that moves across channels, showing up in media, product, and in-person experience rather than staying in one place.
The product launch, on-site activation, and retail rollout are all timed around the same cultural moment. That alignment turns what could have been a one-off campaign into something more durable, allowing people to encounter it in different contexts, whether they are watching the race, shopping online, or attending the event.
Barilla also grounds the activation in its own brand identity. The concept of “Domenica Italiana,” or gathering around a meal on race day, gives the partnership a narrative that connects food, culture, and sport. It is not just about Formula 1, but about how the brand fits into the occasion.
The brands that stand out are not just buying visibility. They are building around it by creating products, experiences, and distribution strategies that reinforce each other. The goal is no longer just awareness. It is presence across every place the audience engages. We’re seeing this play out across industries, from food and retail to tech and entertainment, as more brands rethink how partnerships show up across channels. (See more in our roundup of the best brand collaborations of 2026.)
Barilla’s F1 activation is a clear example of that shift.
Want to Build Partnerships That Show Up Everywhere?
At Avenue Z, we help brands turn moments like this into systems that drive both visibility and revenue. From partnerships and PR to content, commerce, and AI search optimization, we design strategies that show up across every channel where your audience is paying attention.
If you are thinking about how to make your next activation more than a campaign, let’s talk.
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