Since re-entering Formula 1 in 2021, Aston Martin has made fan engagement a cornerstone of its strategy, leveraging the I / AM membership program to build a vibrant and inclusive community. Designed as a free-to-join platform, I / AM offers fans exclusive experiences and tangible connections to the team. As the brand strives for on-track success, the initiative reflects Aston Martin’s commitment to bringing its storied legacy to a broader audience.
I / AM Unwrapped: Celebrating Fans with Exclusive Prizes
To cap off a challenging 2024 season, Aston Martin launched I / AM Unwrapped, a festive initiative running from December 12 to Christmas Eve. Each day offers members a chance to win unique prizes, such as a Fernando Alonso-signed replica helmet, an AMR24 brake pad, and an AMR22 sidepod.
“The I / AM Unwrapped initiative was designed to celebrate our fans and express our gratitude for their unwavering support throughout the 2024 season,” explained an Aston Martin representative. “The season might be over, but the fandom doesn’t stop. This campaign is our way of showing appreciation for the dedication that drives us forward.”
Building a Fan-Focused Ecosystem
Three years into its F1 journey, Aston Martin has grown its fanbase dramatically, jumping from the smallest following on the grid to the fifth-largest. The I / AM program plays a pivotal role in this success by offering fans a sense of inclusion and ownership.
“I / AM serves as a central marketing platform for our brand and fan membership program,” explained Dalton, Aston Martin’s marketing lead. “It fosters co-creation and provides fans at all levels of participation with opportunities to showcase their creativity, connect with the team, and be part of our shared story.”
This commitment is reflected in I / AM’s inclusive ethos, symbolized by the name itself: “‘I’ represents the individual, and ‘AM’ represents Aston Martin. Together, it’s a declaration of identity—‘I / AM is you, us, and together we create something special in the sport.’”
Expanding Horizons: TikTok’s Creator Collective
Aston Martin has also embraced modern platforms to engage with younger fans. With 2.2 million TikTok followers, the team recently launched the Creator Collective, a program aimed at finding five unique content creators to contribute to the brand’s storytelling. This initiative reflects Aston Martin’s understanding of evolving fan dynamics and its dedication to fostering deeper connections through innovative platforms.
“We believe modern F1 fans want to be seen, heard, and involved,” said Dalton. “The sport is so much richer for bringing fans in to co-create our story.”
Commercial Success Amid On-Track Challenges
While 2024 fell short of Aston Martin’s lofty expectations on the track—yielding just 94 points and no podium finishes—the team achieved remarkable commercial milestones. Partnerships with major brands like Puma, Xerox, Memento Exclusives, and Glenfiddich were secured, driven by an emphasis on authentic storytelling and robust return on investment (ROI).
Dalton highlighted the significance of partnerships in modern F1: “It’s no longer just about logos on cars. Partners expect sophisticated, integrated campaigns that resonate with fans and align with their brand values.” The team’s partnership with Glenfiddich, for example, included stunning content for social and out-of-home advertising, an exclusive desert event, and a luxury dinner at Aston Martin’s state-of-the-art Silverstone facility.
A Vision for the Future
As Aston Martin gears up for the 2025 season, bolstered by new technical leadership including Adrian Newey and an engine partnership with Honda, the I / AM program remains central to its vision. Dalton affirmed the team’s commitment to enhancing fan experiences:
“I / AM will remain central to our fan engagement efforts as we continuously enhance how we connect with and serve our community. Our goal is to simplify their connection to the team and unlock greater opportunities, bringing them closer to the action no matter where they are.”
A Legacy Reimagined
Aston Martin’s approach to fan engagement not only honors its rich legacy but also adapts it to the modern era. By combining inclusivity, innovative initiatives, and authentic partnerships, the team has created a platform that resonates with fans across generations. As the iconic British brand continues its Formula 1 journey, the I / AM program ensures that every fan feels like an integral part of the story.