The Shout Group and Sting Launched F1 Campaign
The brands partnered to bring Formula 1 racing experiences to fans in Malaysia and Singapore.
Updated on Sept. 24, 2026 in Motorsports
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Do you feel more inclined to purchase drinks associated with Formula 1 events?
The Shout Group and Sting have launched a new seasonal campaign titled GET. SET. STINGGG. The initiative coincides with the 2026 Formula 1 Singapore Grand Prix and Bahrain Grand Prix activities in Malaysia.
Why it matters
The brand launched this campaign to strengthen its position within the Formula 1 landscape. It aims to translate the high-energy environment of professional racing into a tangible experience for consumers.
The campaign features activations across 2 locations in Peninsular Malaysia. The initiative includes the release of limited-edition Berry Blast and Gold Rush product packaging.
The players
The Shout Group
This creative agency provides digital strategy, content development, and event planning services for various brands.
Sting
This brand produces various beverage products and manages promotional campaigns targeting consumer markets.
The details
The Shout Group managed the digital strategy, content creation, and event planning to link the experience across retail, social, and on-ground channels. Fans can engage with race-themed activities and access exclusive merchandise at designated event sites.
Timeline
The Formula 1 racing events in Singapore and Malaysia occurred throughout 2026.
Season Trajectory
This campaign aligns with the broader strategy of brands capitalizing on the increased global interest in Formula 1 racing. It shifts the fan engagement model from passive viewing to interactive retail and on-ground experiences.
Consumers gain access to exclusive merchandise and limited-edition product packaging as part of the campaign. The brand integration facilitates on-ground engagement opportunities at STING CIRCUIT locations in Malaysia.
The takeaway
Brands continue to utilize high-profile sporting events to create cohesive multi-channel experiences for their customers. Consumers interested in these partnerships should monitor brand social media channels for updates on limited-edition product availability.
Further reading
Learn more about the latest developments in Motorsports.
Live Poll
Do you feel more inclined to purchase drinks associated with Formula 1 events?
