Expensify x F1: A Multi-Tiered Cultural Play

As a title sponsor of the fictional APXGP team in the new Apple & Warner Bros. Brad Pitt-led F1: The Movie, Expensify executed one of the boldest brand integrations in the history of entertainment - positioning itself not just in the boardroom, but on the racetrack but also on the uniforms, in the paddocks, press room, and on red carpets. This campaign represents a new frontier in B2B marketing, blending sports, cinema, fashion, music, and fan culture into one unified narrative.

In-Film & Visual Branding Takeover

Expensify's logo appears prominently throughout the movie - across the APXGP F1: The Movie team Mercedes racecars, driver helmets and uniforms, pit crew jumpsuits, and on the official theatrical poster, front and center beneath Brad Pitt’s lead character. This evergreen exposure secures Expensify’s identity as part of the fictional team’s DNA, blurring the line between brand and story world.

Cross-Platform Cultural Touchpoints

• Social Media: Expensify created a co-branded ad that lives on digital and linear media. Check it out HERE.

• Music Video Placement: In the F1: The Movie's soundtrack’s high-profile single “Lose My Mind” by Don Toliver and Doja Cat, the APXGP vehicle - with clear Expensify branding - serves as the centerpiece of the video, expanding reach to music fans on platforms like YouTube and Vevo. The vehicle and Expensify's placement is also present in the music video for Tate McRae's "Just Keep Watching" and Ed Sheeran's "Drive."

• Met Gala PR Stunt: Actor Damson Idris, who co-stars in the film, wore an APXGP race suit designed in collaboration with Swarovski to the 2025 Met Gala. The stunt delivered a jaw-dropping 8 billion+ impressionsand $65M+ in earned media value, with Expensify amplified across fashion, entertainment, and business outlets.

• Fan Engagement: A custom AI race card generator invited users to “join the team,” creating personalized digital cards featuring Expensify’s branding - turning viewers into brand-aligned racers in seconds.

• Hot Wheels Collaboration: The campaign extended into collectible culture through a co-branded Hot Wheels APXGP die-cast model, complete with Expensify markings, interchangeable Pirelli tires, and display case - solidifying its presence in fan merchandise.

Media Buzz & Financial Impact

The partnership generated enormous press and market resonance:

• $627M in total publicity value and 52 billion audience reach tied to Expensify's branding across film and media mentions.


• CNBC’s Jim Cramer highlighted Expensify during coverage of the movie’s release, which triggered a 37% single-day market cap surge and 17M shares traded in 8 hours, compared to the 592K daily average.

Cultural Integration That Converts

Rather than a passive sponsorship, Expensify embedded itself within a full-spectrum cultural experience - film, fashion, music, sports, and fandom. From the racetrack to red carpets and collectible shelves, Expensify’s F1: The Movie integration proves that finance software can drive high-speed relevance across verticals.