It’s quite unique in terms of fashion - it’s a rich sport so you have the chance to showcase and be part of a kind of runway at races. F1 used to be more focused on specific countries but it’s becoming broader. “The audience is very, very large compared to other sports. Eyewear is part of the dress code and the look, so it’s very natural,” said Matteo Blandi, Marcolin’s group marketing director. F1 drivers are very vocalized about wearing eyewear, as are the teams around the drivers like engineers and technicians that are always wearing eyewear for protection.
“Formula 1 is a big platform in terms of visibility - you have 2.5 billion people around the world. Ray-Ban is a key sponsor of Scuderia Ferrari Marcolin’s Web Eyewear is tied up with Alfa Romeo recent Kering Eyewear acquisition Maui Jim is signed with Haas Oakley sponsors Aston Martin, and Safilo’s Blenders now sponsors Oracle Red Bull Racing.
The eyewear industry sponsors half of F1’s 10-team grid. F1 offers companies a unique blend - a global audience and luxury positioning on par with tennis, a European provenance that sits well with many of eyewear’s Italian executives, and long-term exposure that now extends beyond F1’s racing season thanks to Netflix.
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