# Formula 1 brand promotions in South America

> Live situation record from CLSTR: https://clstr.news/situations/formula-1-brand-promotions-in-south-america
> Updated: 2026-09-30T00:35:09.000Z. Sources: 4. Developments: 2.

Global brands are launching promotional campaigns across South America to connect consumers with Formula 1 racing.

In Ecuador, activations include an exhibition of a McLaren Mastercard Formula 1 Team MCL40 replica at Scala Shopping, featuring immersive technological setups such as audiovisual mapping and a surround sound tunnel. Additionally, KitKat is running the ‘El Gran Break’ campaign, which utilizes driving simulators to offer five Ecuadorian consumers the chance to win a trip to the 2026 Formula 1 São Paulo Grand Prix in Brazil.

In Peru, Heineken has introduced the ‘Los fans tienen más amigos’ campaign. Running from mid-September through November, the initiative offers prizes including all-inclusive packages to attend races in São Paulo or Miami, electronics, and home viewing kits. The campaign also includes a ‘Lima Paddock’ event held during the Las Vegas Grand Prix broadcast.

## Timeline

### 2026-09-30: Formula 1 brand promotions launch in Ecuador and Peru

KitKat and Heineken are launching promotional campaigns in Ecuador and Peru, offering fans chances to win trips to Formula 1 races in Brazil and Miami.

2 sources. https://clstr.news/cluster/formula-1-brand-promotions-launch-in-ecuador-and-peru

### 2026-09-22: Formula 1 experiences arrive in Quito, Ecuador

Formula 1-themed immersive experiences are coming to Quito, featuring a McLaren MCL40 replica at Scala Shopping and KitKat driving simulators with prizes for the 2026 São Paulo Grand Prix.

2 sources. https://clstr.news/cluster/formula-1-experiences-arrive-in-quito-ecuador

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Cite as: Formula 1 brand promotions in South America. CLSTR, https://clstr.news/situations/formula-1-brand-promotions-in-south-america