AS FORMULA ONE prepares to return to Singapore next month, brand-event organisers are gearing up for a race of their own.
Across the city, retailers, corporate hospitality providers, entertainment companies, e-sports suppliers and lifestyle brands are using Grand Prix season to stage increasingly ambitious activations that are helping turn the annual night race into a broader marketing, B2B and lifestyle festival.
This year’s Grand Prix Season Singapore (GPSS), which runs from October 2-11 as a build-up to the Formula 1 Singapore Airlines Singapore Grand Prix 2026, demonstrates how race week is also reaching out to people across the city.
Sportswear companies, auto and e-sport brands, technology providers, are have designed consumer activations, pop-up experiences, product showcases and corporate hospitality to tap into the heightened attention generated by one of Asia’s biggest annual sports events.
Among the new headline attractions this year are Adidas Motorsport Popups at Funan and Raffles City Shopping Centre, as well as Orchard Paddock 2026 at Ngee Ann City Civic Plaza. Returning to the programme is CQ @ Clarke Quay’s Ray-Ban presents: Beyond the Track activation.
“Grand Prix Season Singapore amplifies the race experience by building anticipation and bringing fans together in the lead-up to one of the most exciting weekends on Singapore’s events calendar,” said Lilian Chee, Singapore Tourism Board’s director for sports.
Every year, our programme partners bring fresh ideas and experiences to GPSS, adding to the energy across the city and reinforcing Singapore’s position as a dynamic and vibrant destination.”
– Lilian Chee, Singapore Tourism Board
“We invite seasoned motorsport fans and first-timers alike to feel the buzz across the city, soak in the atmosphere, and create memories that make our race weekend truly distinctive,” Chee said.
Adidas is among the brands expanding its presence during race season. Following its Adidas Orchard Ignition event last month, which featured a live race car demonstration and an appearance by K-pop group Babymonster, the company will operate two Formula One-themed retail experiences.
Elsewhere, Orchard Road joins the race-week programme with the launch of Orchard Paddock 2026. Running from October 8 to 10, the event will transform Ngee Ann City Civic Plaza into a night-time entertainment venue featuring dining options, live music and outdoor film screenings. Singapore-born rapper Alyph will headline the opening evening.
Eyewear brand Ray-Ban is also leveraging Formula One’s appeal through its Clarke Quay activation. Ray-Ban presents: Beyond the Track will bring the Scuderia Ferrari Collection to the riverside precinct, where visitors can take part in simulator challenges, pit-stop competitions and reaction tests linked to the Ferrari racing brand. A Scuderia Ferrari HP Formula One driver is also expected to make an appearance, while live music performances will continue through Music Matters Live.
Technology and gaming brands are also increasing their presence. PlayStation’s Gran Turismo World Series Round 3 will be staged at the Sands Theatre at Marina Bay Sands on October 3, marking the first time the championship has held an event in Southeast Asia.
Automotive manufacturers are capitalising on the occasion as well. Porsche’s Raceborn Fest, taking place at Guoco Midtown from October 9 to 11, will showcase the company’s racing heritage through classic motorsport displays and the Southeast Asian debut of the new 911 Challenge race car. Visitors will also be able to experience professional racing simulators and learn more about the Porsche Experience Centre Singapore, which is scheduled to open next year.
Nightclub operator Zouk Singapore will host international DJs Argy and Mustard as part of its Zouk Presents: The Circuit series, while lifestyle venue Trifecta will stage Backyard Sessions Vol. 6 and partner with Sports Car Club Singapore for a charity drive. At Suntec City, visitors will find a VCARB Formula One LEGO race car build alongside a large race-themed LEGO mosaic.
Main image… LEGO are piecing together impressive F1-themed displays at Suntec City
