Clear Secures F1 Partnership, Targets Performance-Driven Consumers
Event summary
- Haircare brand CLEAR has become the first-ever Official Haircare Partner of Oracle Red Bull Racing, beginning with the 2026 Formula 1 season.
- The partnership will span Asia, EMEA, and Latin America, encompassing brand storytelling, digital content, retail activations, and fan engagement.
- CLEAR's branding will appear on the RB22 car and the balaclavas of drivers Max Verstappen and Isack Hadjar.
- CLEAR is the No.1 men’s hair care shampoo globally and the No.1 men’s anti-dandruff shampoo in over 60 markets.
The big picture
CLEAR's move into Formula 1 represents a strategic shift towards leveraging high-performance environments to reinforce its brand positioning and appeal to a broader, performance-driven consumer base. This partnership allows Unilever's CLEAR brand to tap into the global reach and prestige of F1, which commands a significant and growing audience, particularly in key growth markets. The move also signals a trend of consumer brands seeking unconventional partnerships to differentiate themselves in a crowded marketplace.
What we're watching
- Brand Resonance
- The success of this partnership hinges on CLEAR’s ability to authentically connect with the F1 fanbase, which is increasingly younger and digitally savvy. Misalignment could dilute brand equity.
- ROI Measurement
- CLEAR will need to rigorously measure the return on investment from this high-profile sponsorship, beyond simple brand awareness metrics, to justify the expense.
- Competitive Response
- Other haircare brands will likely observe CLEAR's strategy and may seek similar partnerships in motorsports or other high-profile events, intensifying competition for consumer attention.
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