F1 weekends draw brand tie-ins: the week in entertainment and sports

Formula 1 race weekends in Mexico City and Austin drew brand activations, while sports deals, a Nadal exhibition and a lottery launch filled out the week.

Nov 4, 2026 · Times Beats newsroom

Formula 1 was the most visible thread this week. Volcan de mi Tierra says it is the Official Tequila of Formula 1 at the Mexico City Grand Prix, with experiences at Gordon Ramsay at F1 La Terraza and the F1 Paddock Club. Pacsun says its fourth Austin pop-up at the United States Grand Prix was its biggest race weekend yet. Motorsport also featured off the F1 circuit: Polaris signed off-road racer Kyle Chaney to a multi-year deal with RZR Factory Racing.

Elsewhere, MGM Resorts International announced that Rafael Nadal will headline an exhibition in Las Vegas in February 2027. ASICS opened a running research lab with the University of Michigan. Brightstar Lottery said its Cash Pop game launched in Ontario. On the arts and media side, Artmarket.com weighed in on AI in publishing, and TECNO and artist Angélica Dass opened a portrait gallery in Manila.

VOLCAN DE MI TIERRA

Volcan de mi Tierra Brings Mexican Craftsmanship Home as the Official Tequila of Formula 1® at the Formula 1 Gran Premio De La Ciudad De Mexico 2026

Volcan de mi Tierra says it is serving as the Official Tequila of Formula 1 at the Formula 1 Gran Premio De La Ciudad De Mexico 2026, with exclusive experiences at Gordon Ramsay at F1 La Terraza and the F1 Paddock Club. The family co-owned luxury brand frames the activation as a showcase for Mexican heritage at a home race.

MGM Resorts International

Tennis Legend Rafael Nadal Returns to The Court to Headline "The MGM Slam Presented by Capital One" Sunday, Feb. 28, 2027 at T-Mobile Arena in Las Vegas

MGM Resorts International says 22-time Grand Slam champion Rafael Nadal will headline "The MGM Slam Presented by Capital One" on Sunday, Feb. 28, 2027 at T-Mobile Arena in Las Vegas. Tickets go on sale Friday, Oct. 30 at 10 a.m. PT.

Brightstar Lottery PLC

Brightstar Lottery's Cash Pop Game Launched in Canada with the Ontario Lottery and Gaming Corporation

Brightstar Lottery PLC says Ontario Lottery and Gaming Corporation has launched its Cash Pop draw-based game. According to Brightstar, OLG is the first lottery jurisdiction in Canada to offer it.

Pacsun

PACSUN TAKES A VICTORY LAP IN AUSTIN WITH ITS BIGGEST FORMULA 1 UNITED STATES GRAND PRIX WEEKEND YET

Pacsun says its fourth FORMULA 1 UNITED STATES GRAND PRIX pop-up in Austin was its biggest race weekend yet. The company reports trackside sales up more than 177% since its first Austin pop-up in 2023, including a 19% increase in 2026.

Polaris Inc.

POLARIS SIGNS OFF-ROAD CHAMPION KYLE CHANEY TO MULTI-YEAR RACING AGREEMENT WITH RZR FACTORY RACING

Polaris and RZR Factory Racing announced a multi-year agreement with multi-discipline off-road champion Kyle Chaney. The company says the program will include King of the Hammers and select U.S. off-road races.

Artmarket.com

Artprice by Artmarket: Defending Authors' Creative Freedom with AI

Artmarket.com, through Artprice, addresses the stream of statements on AI from publishers and literary prize organizations this fall 2026 season, which it says range from rejecting AI-generated writing to tolerating AI-assisted research and requiring disclosure. The company argues for AI as a tool that supports authors' creative freedom.

TECNO

Beyond the Label of Solo Motherhood: TECNO and Angélica Dass Launch the Philippines Portrait Gallery for 100 Portraits of Becoming

TECNO and artist Angélica Dass launched the Philippines Portrait Gallery for their 100 Portraits of Becoming project in Manila. The companies say the gallery features 20 Filipinos whose lives intersect with solo motherhood.

ASICS

ASICS Opens Its First Industry-Academia R&D Lab for Running Innovation with the University of Michigan

ASICS and the University of Michigan opened the ASICS x Michigan Sport Innovation Center (AMSI) in Ann Arbor, which ASICS describes as its first industry-academia R&D lab for running. The company says the center will combine multidisciplinary research and athlete insight for running product development.

This roundup is written with AI assistance from the press releases listed above, using only what they state. The releases are the companies' own announcements, not Times Beats reporting.