Lewis Hamilton and Lando Norris Fire Up Formula 1 Season in Pulse-Racing Sky Sports Campaign

​Sky Creative has celebrated the return of Formula 1 on Sky Sports with a breathtaking campaign, which captures the sheer adrenalin experienced by drivers on the grid before lights out at the start of each race. Featuring Lewis Hamilton, George Russell, Max Verstappen, Oscar Piastri, Charles Leclerc and Lando Norris in his first season as defending World champion. The campaign gets pulses racing for a season that will see new cars and new rules, telling fans to expect the unexpected and welcoming in a new era for Formula 1 on Sky. With 2026 lined up to be the biggest year of sport on Sky Sports ever, where better place to start than with Sky Creative’s Formula 1 Start of Season campaign. For more information on Sky Creative please visit the Sky Creative website.

As well as the brand new TVC, the Formula 1 Start of Season campaign also features social activations across multiple channels, broadcast, BVOD, retail and show stopping OOH across the country inviting everyone to witness a ‘Race into the unknown – Live on Sky Sports’.

Sky group executive creative director, Ceri Sampson commented, “As Formula 1 enters a new era with new cars and new rules it also brings with it a complete grid reset. Our campaign captures this defining moment before the lights go out on the starting grid from the very first race; the silence, the nerves, the excitement, the feeling of what it’s like to be a Formula 1 driver. This season, unpredictability is the only certainty so expect the unexpected live only on Sky Sports.”

Stephanie Bryant, marketing director for Sports and Cinema commented, “The 2026 season isn’t just another year of F1, with new cars, new rules, new teams, it’s an entirely new era for the sport. The campaign encapsulates this energy, putting viewers on the start line as the drivers prepare for a season of unknowns. No one knows what’s going to happen, but we know it’s going to be one of the most exciting seasons ever. And the best place to take it all in? Sky Sports.”