Sarah Bretz, ContributorMSC Cruises is making a splash in theaters around the world today with the release of racing drama F1 The Movie, starring Brad Pitt and Damson Idris as drivers on a fictional Formula 1 team.
The cruise line partnered with the Formula 1 racing feature from Apple Original Films, director/producer/co-writer Joseph Kosinski, and producer Jerry Bruckheimer with its branding and logo appearing throughout the film.
In the movie, Pitt leads a star-studded cast as a former driver making a comeback, with the fictional APXGP team featuring MSC Cruises branding on race cars, team uniforms, and drivers’ overalls — making the cruise line a recognizable part of the film’s story.
F1 The Movie was shot during real Formula 1 Grand Prix race weekends over the past seasons, and so also includes MSC Cruises’ racetrack branding — the result of the line’s global partnership with Formula 1 since 2022.
“This film captures the same spirit that drives our people on board and ashore every day: world-class performance, precision, and teamwork,” said Pierfrancesco Vago, Executive Chairman of of MSC Cruises. “Formula 1 and MSC Cruises are both built on innovation and a relentless pursuit of excellence—on land and at sea. We are proud to see our partnership brought to life on the big screen.”
The cruise division of MSC Group recently announced a multi-year extension that will see it continue as a global partner of the sport through to 2030. The renewed agreement will see the continuation of existing rights including title races, trackside branding, and hospitality activations. As part of the Global Partnership, MSC Cruises’ sister brand, Explora Journeys will be featured across signage packages at select Grands Prix throughout the partnership.
F1 The Movie is available in theaters and IMAX from June 25th worldwide and June 27th in North America.
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