Data from intelligence platform Meltwater reveals some of the event’s key highlights aand ROI for major sponsors.
The Singapore Grand Prix generated massive volume (~431,912 total posts and reposts), hitting an estimated reach of over 2 billion (~2,045,410,799). Social activity peaked on 5 October 2025 with 138,037 posts, led overwhelmingly by X (Twitter) at an 80.5% penetration rate.
Key race narratives and highly emotional moments at the Formula 1 night race that drove the highest reach and engagement include:
- Highest reach – McLaren’s constructors’ championship coverage (~ 13 million reach) exceeded the media reach for George Rusell’s race, proving that long-term, historic success generates more attention than a single event victory.
- Viral moments – Discussions around George Russell’s win and Fernando Alonso’s performance were prominent, but Lewis Hamilton’s authentic and personal tribute to his late dog drove the highest engagement, surpassing 1 million actions.
- Flip side – The collision involving Charles Leclerc and Lando Norris was the topic that generated the most negative sentiments.
Who drove the best ROI?
Beyond the race, Meltwater’s data also measured the outcomes and effectiveness of sponsor campaigns:
- Most mentioned = DHL (~5245 posts & reposts)
- Driven by the “DHL Fastest Lap” and “DHL Fastest Pit Stop” announcements across F1 official channels.
- Owning official performance metrics can ensure strong visibility in organic conversation.
- Most reach = Aramco (~22,132,339 estimated reach)
- Fueled by the “BOSS x Aston Martin Aramco Formula One Team immersive experience” promotional posts and “Aramco Power Rankings” announcements across F1 official channels.
- To maximise estimated exposure, brands can consider “stacking” marketing strategies – in this case, Aramco went all out and partnered with a major fashion brand while also integrating itself into official race content.
- Most Engaged F1 sponsor = Salesforce (~258,165 engagement actions)
- Strong engagement from the “Salesforce Driver of the Day” announcements on F1’s official channels.
- Unsurprisingly, sponsoring an interactive award proved to be the most effective way to drive direct engagement with the audience.
Singapore Airlines was the 2nd most mentioned sponsor (~2,733 posts & reposts) and 5th in both reach and engagement (~8,721,268 estimated reach, ~83,589 engagement actions). Japanese band BABYMETAL mentioned Singapore Airlines on their official channels while thanking fans, contributing significantly to the national carrier’s strong media performance.
This, according to Meltwater, demonstrates that authentic endorsements from cultural figures are high-leverage opportunities for local brands to break into the global conversation.
