What were the top-mentioned brands at the F1 Singapore Grand Prix?

This is according to the data gathered by Meltwater. 

Singapore Airlines, Mclaren, and K-pop emerged as the top-mentioned brands during the Formula 1 (F1) Singapore Grand Prix (SGP), according to data from Meltwater. 

Singapore Airlines has the highest number of global sponsorship mentions with a 54.1% share of voice.

This was driven by Singapore Airlines’ role as the event’s title sponsor, but also by a post from popular Korean celebrity Choi Si-won, a member of the K-pop group Super Junior. Other celebrities who made their appearance at the event included actors Simu Liu and Manny Jacinto.

Before the event, Pirelli emerged as the global leader leading up to the race, achieving an impressive 80 million reach and over 957,000 engagement across digital platforms. 

In terms of F1 SGP conversation, McLaren stood out amongst all teams in conversations with 91,900 mentions, attributed to Lando Norris’ victory. 

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Ferrari and Red Bull followed closely with 84,900 and 83,900 mentions, respectively. 

Singapore’s entertainment lineup outshone all other factors like security, merchandise, F&B, and more, with mentions skyrocketing from a daily average of 1,070 to 116,000 on 21 September, which was a 140-fold increase on the social media platform X.

This surge in engagement was attributed to BabyMonster’s F1 debut, marking the first appearance of a Korean girl group at the event. The hashtag #BabyMonster appeared in 112,000 mentions.