Aston Martin Aramco and TikTok renew partnership, bringing 2026 team launch to TikTok LIVE

Aston Martin Aramco Formula One Team and TikTok 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 #F1 hitting 9.3 million posts whilst #F1TikTok has grown by 61 per cent 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 kickstart 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 GMT, 13:15 EST, 10:15 PST, 02:15 in China (10 February) and 03:15 JST (10 February), bringing fans across the world into the moment together, through TikTok LIVE.

At a time when F1 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 per cent 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 the TikTok Aston Martin Aramco 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 Aston Martin Aramco and TikTok, 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 the 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, said:

"Since our partnership began in 2021, Aston Martin Aramco and TikTok 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, said:

"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."

09.02.26