Long before Formula 1 became one of the world's biggest cultural and marketing phenomena, Hilton saw an opportunity. More than 20 years ago, the hospitality brand partnered with McLaren Racing, betting on a relationship built not just on visibility, but on shared values, innovation, and a commitment to creating unforgettable experiences.
That early investment has evolved into one of the most enduring partnerships in sports, offering marketers a powerful lesson: the strongest brand partnerships aren't transactional. They grow, adapt, and deepen over time.
As iProspect celebrated its 30th anniversary at Cannes Lions, Jill Metcalf, Chief Transformation Officer, took the stage along with McLaren Formula 1 World Champion Lando Norris, McLaren Racing CMO Louise McEwen, and Hilton SVP of Global Marketing Dan Reynolds to explore what it takes to build partnerships that stand the test of time.
iProspect and Hilton have been longtime partners, working together for more than a decade.
"It's called a partnership, not a sponsorship, because it's so much more than simply putting a logo on a car." — Louise McEwen, Chief Marketing Officer, McLaren Racing
In this session, you'll hear:
- Why McLaren calls it a partnership, not a sponsorship
- How Hilton turned an unexpected ASMR campaign with Lando Norris into one of its most successful social campaigns ever
- Why authenticity has become one of the most valuable assets for athletes, creators, and brands
- How AI, data, and hyper-personalization are shaping the future of fan engagement
- What every marketer can learn from a relationship that has evolved and thrived for more than two decades
Whether you're focused on brand partnerships, customer experience, or the future of fandom, this conversation offers valuable insights into building relationships built to last.
Watch the full session to discover how Hilton and McLaren have transformed a two-decade partnership into a blueprint for lasting fan loyalty.
