Sting Energy / Global / 2025PR Stunts · Social · Events & Sponsorship
The Unofficial Official Sound of F1.
Sting, barred from showing its logo in F1 in its first sponsorship year, claimed the roar of the engines as its brand sound.
- Brand
- Sting Energy
- Agency
- Leo India
- Market
- Global
- Region
- Global
- Year
- 2025
The challenge
As a new F1 partner, Sting had no logo visibility, broadcast presence or on-track branding.
The idea
The campaign framed the F1 engine's sound as saying the brand's name. DJ Armin van Buuren launched it, and creators across markets retold it locally, so fans began hearing Sting every time a car passed.
Case study source: Activation Ideas Source ↗
