American Express has partnered with Sky Media for the first time on a social-first Sky Sports Formula 1 campaign, which aims to show how Amex Business Cards can help small business owners manage and grow their businesses.
It stars former Haas F1 team principal Guenther Steiner as he swaps the pit wall for the food stall to experience whether running an F1 team has prepared him to run a small business during one of the busiest weekends in the motorsport calendar.
Steiner steps behind the counter at independent food business Chicken George during the British F1 Pirelli Grand Prix 2026, swapping race strategy for food orders as the team serves thousands of hungry fans across the weekend.
He gets stuck into life at Chicken George, from preparing for a major race weekend to keeping orders moving when thousands of fans descend on the event. There is just one complication: Steiner also has to try to make it through a shift without being recognised by F1 fans.
Along the way, he discovers that the worlds of fried chicken and F1 have more in common than one might think. Both rely on a strong team, meticulous preparation and keeping your cool when the pressure ramps up.
Using humour and entertainment, the campaign spotlights the people and teams working behind the scenes at major sporting events.
Amex is an official partner of F1 and a payment partner of Silverstone, and sport is a key passion point for its small business audience. The partnership builds on those existing connections while putting independent businesses – and the people behind them – centre stage.
Sky Media led, developed and delivered the campaign through to production, bringing together Amex, Sky Sports, Steiner and Chicken George. The deal was brokered by UM London.
The campaign launches today (August 27) and will run for three weeks. A long-form film will launch on Sky Sports’ YouTube channel, supported by social content across Sky Sports’ Instagram, TikTok and Facebook. A 20-second short-form creative will also run across Sky’s digital platforms, with Amex extending the campaign across its owned channels.
Amex vice-president of demand generation David Edwards said: “This campaign is a fun way to bring together Amex’s backing of small businesses with its Formula 1 partnership. By putting Guenther at the heart of Chicken George’s operation, we’re able to shine a light on the teamwork, preparation and resilience that goes into performing under pressure – whether you’re running a race team or a small business.”
Sky Media director of client and marketing Karin Seymour added: “Sports fandom is a fantastic way to connect Amex with its audience with a fresh and authentic feel. We are delighted to help bring this partnership to life and as the home of Formula 1 in the UK and Ireland, Sky Sports is the perfect platform to support Amex’s mission to back small businesses.”
Related stories
Amex targets retail media boom with digital ad platform
American Express ‘There’s always more’: Are you sure?
Sky Media in Google deal to link CTV with wider activity
Data-driven TV ads to turn up the volume as linear falls
Be the first to comment on "Amex targets small business with F1 social-first activity"