Aston Martin F1 x Regent Cruise Lines
Beyond-the-Formula 1-Race
Sponsorship Activation Case Study
Regent Seven Seas Cruises X Aston Martin Formula One Team
Client: Regent Seven Seas Cruises
Referred by: Aston Martin Formula One Team
The Challenge: Turning Formula 1 Sponsorship Into Revenue
As an official Formula 1 sponsor, Regent Seven Seas Cruises launched a first-of-its-kind Aston Martin F1–themed luxury cruise (July 22–August 1, 2025).
The onboard Formula 1 programming included:
A replica Aston Martin AMR25 Formula One race car
An Aston Martin Racing Simulator
Meet & Greets with former F1 driver Pedro de la Rosa
Onboard panels with Shergul Arshad, Head of Aston Martin F1, and Marek Reichman, Chief Creative Officer at Aston Martin Lagonda
What was missing were off-ship Formula 1 sponsorship activations — rare, hard-to-access motorsport experiences that could:
Generate incremental revenue
Deepen guest engagement
Extend the value of the F1 sponsorship beyond race day
Secure Aston Martin promotional vehicles in Monaco, despite Regent not being an automotive sponsor of Aston Martin Lagonda Automobiles
The Solution: Beyond-the-Racetrack Formula 1 Activations
Motorsport Lab designed and delivered a multi-day Formula 1 sponsorship activation strategy, combining immersive travel, supercar access, and turnkey execution.
1. Bespoke Beyond Formula 1 Race & Supercar Experiences
Three branded motorsport journeys were created and sold as pre-cruise, shore, and post-cruise excursions:
Motorsport Magic – Barcelona (3 Nights / 4 Days)
Life of a Formula 1 Driver – Monaco (1 Day)
Cradle of Supercars – Bologna (4 Nights / 5 Days)
Guests experienced:
Road rallies and on-track driving in Aston Martin, Ferrari, Lamborghini, and Maserati vehicles
Attendance at the Ferrari Challenge Race at Circuit de Barcelona-Catalunya
Attendance at the Italian ACI Formula 4 Racing Series at Imola
Private networking with Aston Martin Owners Club members and Monica Zanetti (LadyF40)
Access to private car collections with vehicles available for purchase (one guest purchased a classic Jaguar shipped from Europe to Texas)
VIP visits to the Prince Rainier III Car Collection and Ferrari, Lamborghini, and Pagani museums
A private activation at Aston Martin Bologna
Michelin-rated dining throughout the experience
These activations repositioned Formula 1 sponsorship from spectatorship to participation.
2. International Vehicle-as-a-Service (VaaS) Program
To solve the direct Monaco vehicle access challenge, Motorsport Lab deployed its International Vehicle-as-a-Service Program.
Two Aston Martins (DBX and Vantage) were staged at Casino Square, Monaco
Vehicles were used for a high-visibility Formula 1 sponsor activation during Regent’s July 29, 2025 port day
Guests experienced the brand in one of the most iconic motorsport locations in the world
This enabled Regent to activate Aston Martin at an automotive-sponsor level, despite traditional access limitations.
Results: Revenue, Renewals, and Brand Impact
~€150,000 EUR in incremental excursion revenue
Experiences approved and listed as future Regent offerings
Repeat bookings and cruise renewals attributed to the activations
Consistent 5-star guest reviews citing exclusivity and memorability - See Videos of the Trips Below
Research-backed validation:
Harvard Business School research confirms that Formula 1 sponsorships generate significantly more value when integrated with immersive, customer-centric activations, moving beyond logo exposure to emotional engagement and measurable business impact.
Real-World Proof: Happiness in Motion
The true test comes at the end of the day. This recap shows how guests reflect on the experience after hours of activity — when memorable activations translate into lasting brand affinity.
About Motorsport Lab
Motorsport Lab is a Formula 1 sponsorship activation agency specializing in beyond-the-racetrack motorsport experiences across Formula 1, supercars, culture, and luxury travel.
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Formula 1 Sponsorship Activation Case Study | Motorsport Lab
Meta Description:
How Motorsport Lab helped a Formula 1 sponsor generate €150K+ through beyond-the-racetrack experiences, multi-day activations, and immersive F1 hospitality.
Internal Links to Add:
Link to your Formula 1 Sponsorship Alternatives page
Link to Work With Motorsport Lab
Together, these recaps show how beyond-the-racetrack motorsport experiences transform sponsorship from passive exposure into lived brand engagement — where time spent, emotion, and memory drive real business impact.
Why Multi-Day Formula 1 Experiences Drive Lead Generation
Multi-day activations consistently outperform one-off hospitality or race-day experiences.
Research shows:
Extended experiential engagements increase trust, influence, and purchase intent in B2B and high-net-worth audiences (Harvard Business Review, Event Marketing Institute)
Multi-day formats lead to higher conversion rates and stronger brand perception in luxury markets
Time spent together enables deeper conversations, relationship building, and follow-up opportunities
Short activations create awareness.
Multi-day experiences create relationship equity.
Why This Matters for Formula 1 Sponsors (and Future Sponsors)
Formula 1 sponsorship is expensive. Awareness alone does not guarantee ROI.
Beyond-the-racetrack activations:
Turn sponsorship into a customer-facing revenue engine
Increase loyalty, renewals, and referrals
Differentiate brands beyond hospitality tents and paddock passes
Offer a powerful alternative or complement to traditional F1 sponsorship spend
Why Formula 1 Sponsors Hire Motorsport Lab
Motorsport Lab helps existing F1 sponsors and brands exploring F1 sponsorship alternatives:
Convert sponsorship rights into revenue-generating experiences
Build deep relationships with customers, prospects, and partners
Design multi-day journeys optimized for lead generation and sales
Execute complex international activations with precision
We turn Formula 1 sponsorships into business outcomes — not just impressions.