Buckle Up: Lenovo and Formula 1® light up the London skyline

• In a world-first, Lenovo and Formula 1^® lit up London’s ‘Walkie-Talkie’ building with full-scale projections of Brits’ custom F1 car designs through the new #RaceToCreate platform, powered by Intel – celebrating the UK’s growing passion for the sport
• This follows the continued global surge in Formula 1 fandom, with an estimated 16.7m fans in the UK alone – almost a quarter of the population
• Popularity for the sport is especially growing among women, taking up 41% of the British audience – that’s an increase of six percentage points since 2018

In a world-first event, Lenovo and Formula 1^® celebrated the sport’s ever-growing British audience with a 4,250 square metre projection on London’s famous ‘Walkie-Talkie’ landmark, the Fenchurch Building. With DJ Roman Kemp and renowned Formula 1 presenter Natalie Pinkham in attendance, the skyscraper was lit up with F1 cars featuring liveries designed by the two celebrities. 

This comes after a record-breaking 500,000 eager fans descended upon Silverstone earlier this month to take in the exhilarating action of the FORMULA 1 QATAR AIRWAYS BRITISH GRAND PRIX 2025, an event which contributes to the £12bn value the sport of Formula 1 adds to the UK economy, as reported by F1.

The popularity of Formula 1 racing is surging around the world, and in the UK, close to a quarter of the population has declared their love of the motor sport.

According to Formula 1, 16.7m Brits identify as F1 fans, almost 25% of the population, of which 41% are now women.

The sport is also capturing the attention of younger audiences, with 42% globally being under-35, a leap of 11 percentage points in the last seven years.

Additionally, official research from Formula 1 and Motorsport Network found that 61% of surveyed fans interact with F1 content every day, from social media to YouTube and Twitch — a sign of always-on engagement.

Lenovo’s #RaceToCreate configurator, powered by Intel, capitalises on this excitement by giving fans the chance to live out their childhood dreams and create their very own car livery – from colours and patterns to personalisation. #RaceToCreate aims to provide hungry Formula 1 fans with a new way to engage with the sport outside of race weekends.

Louise Forbes, Head of Consumer Marketing at Lenovo UK and Ireland, commented: “We’re thrilled to unveil a world-first AI-driven projection experience on the iconic Fenchurch Building — bringing cutting-edge technology and bold creativity to the heart of London and igniting a new era of immersive marketing. At Lenovo, we’re constantly pushing the boundaries of what’s possible, and partnering with Formula 1 is the perfect showcase for that spirit of innovation.”

As Global Partner of Formula 1, Lenovo is at the forefront of bringing all the on-track excitement into the households of millions worldwide. According to the research from Formula 1 and Motorsport Network, 71% of global fans say high performance and precision are defining attributes that remain central to why they follow the sport. Lenovo is committed to helping Formula 1 explore new innovations to improve and propel its capabilities, both on and off the track.

From Formula 1 testing and piloting Lenovo’s latest AI PCs, such as the Lenovo ThinkPad X9 Aura Edition, powered by Intel, to exploring how they can enhance productivity, enable smarter collaboration and elevate creativity – to the brand new state-of-the-art Media & Technology Centre, located in Kent, which helps process roughly 600 terabytes of data per Formula 1 event weekend to ensure broadcast to over 180 territories worldwide, the #RaceToCreate platform is another example of how Lenovo’s cutting-edge technology is expanding the experience for fans beyond race days through accessible and immersive content.

Fans itching to make their dream F1 car a reality can visit www.lenovoracetocreate.com and design their very own F1 livery until 22 September.

• Research based on F1 Global Fan Survey 2025 (June), based on responses from more than 100,000 self-identified fans participating across over 185 countries.
• UK-specific fandom statistics provided by Formula 1®.

About Lenovo

Lenovo is a US$69 billion revenue global technology powerhouse, ranked #248 in the Fortune Global 500, and serving millions of customers every day in 180 markets. Focused on a bold vision to deliver Smarter Technology for All, Lenovo has built on its success as the world’s largest PC company with a full-stack portfolio of AI-enabled, AI-ready, and AI-optimised devices (PCs, workstations, smartphones, tablets), infrastructure (server, storage, edge, high performance computing and software defined infrastructure), software, solutions, and services. Lenovo’s continued investment in world-changing innovation is building a more equitable, trustworthy, and smarter future for everyone, everywhere. Lenovo is listed on the Hong Kong stock exchange under Lenovo Group Limited (HKSE: 992) (ADR: LNVGY). To find out more visit https://www.lenovo.com, and read about the latest news via our StoryHub.

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