- In a world-first, Lenovo and Components 1® lit up London’s ‘Walkie-Talkie’ constructing with full-scale projections of Brits’ customized F1 automotive designs by the brand new #RaceToCreate platform, powered by Intel – celebrating the UK’s rising ardour for the game
- This follows the continued world surge in Components 1 fandom, with an estimated 16.7m followers within the UK alone – virtually 1 / 4 of the inhabitants
- Recognition for the game is particularly rising amongst girls, taking on 41% of the British viewers – that’s a rise of six proportion factors since 2018
In a world-first occasion, Lenovo and Components 1® celebrated the game’s ever-growing British viewers with a 4,250 sq. metre projection on London’s well-known ‘Walkie-Talkie’ landmark, the Fenchurch Constructing. With DJ Roman Kemp and famend Components 1 presenter Natalie Pinkham in attendance, the skyscraper was lit up with F1 vehicles that includes liveries designed by the 2 celebrities.
This comes after a record-breaking 500,000 keen followers descended upon Silverstone earlier this month to soak up the exhilarating motion of the FORMULA 1 QATAR AIRWAYS BRITISH GRAND PRIX 2025, an occasion which contributes to the £12bn worth the game of Components 1 provides to the UK economic system, as reported by F1.
The recognition of Components 1 racing is surging world wide, and within the UK, near 1 / 4 of the inhabitants has declared their love of the motor sport.
In line with Components 1, 16.7m Brits establish as F1 followers, virtually 25% of the inhabitants, of which 41% are actually girls.
The game can also be capturing the eye of youthful audiences, with 42% globally being under-35, a leap of 11 proportion factors within the final seven years.
Moreover, official analysis from Components 1 and Motorsport Community discovered that 61% of surveyed followers work together with F1 content material each day, from social media to YouTube and Twitch — an indication of always-on engagement.
Lenovo’s #RaceToCreate configurator, powered by Intel, capitalises on this pleasure by giving followers the prospect to stay out their childhood goals and create their very personal automotive livery – from colors and patterns to personalisation. #RaceToCreate goals to offer hungry Components 1 followers with a brand new solution to interact with the game outdoors of race weekends.
Louise Forbes, Head of Shopper Advertising at Lenovo UKI, commented: “We’re thrilled to unveil a world-first AI-driven projection expertise on the enduring Fenchurch Constructing — bringing cutting-edge expertise and daring creativity to the center of London and igniting a brand new period of immersive advertising and marketing. At Lenovo UKI, we’re continuously pushing the boundaries of what’s doable, and partnering with Components 1 is the proper showcase for that spirit of innovation.”
As International Accomplice of Components 1, Lenovo is on the forefront of bringing all of the on-track pleasure into the households of tens of millions worldwide. In line with the analysis from Components 1 and Motorsport Community, 71% of worldwide followers say excessive efficiency and precision are defining attributes that stay central to why they observe the game. Lenovo is dedicated to serving to Components 1 discover new improvements to enhance and propel its capabilities, each on and off the monitor.
From Components 1 testing and piloting Lenovo’s newest AI PCs, such because the Lenovo ThinkPad X9 Aura Version, powered by Intel, to exploring how they will improve productiveness, allow smarter collaboration and elevate creativity – to the model new state-of-the-art Media & Expertise Centre, positioned in Kent, which helps course of roughly 600 terabytes of information per Components 1 occasion weekend to make sure broadcast to over 180 territories worldwide, the #RaceToCreate platform is one other instance of how Lenovo’s cutting-edge expertise is increasing the expertise for followers past race days by accessible and immersive content material.
Followers itching to make their dream F1 automotive a actuality can go to www.lenovoracetocreate.com and design their very personal F1 livery till 22 September.
- Analysis primarily based on F1 International Fan Survey 2025 (June), primarily based on responses from greater than 100,000 self-identified followers collaborating throughout over 185 international locations.
- UK particular fandom statistics offered by Components 1®.
