At last week’s Singapore Grand Prix, the scale of Formula One’s (F1) new popularity was impossible to miss. In the Ferrari hospitality box, team president Frédéric Vasseur observed how the event had sold out months in advance — something that five years ago would never have happened.

F1 has entered a new cultural era. From this year’s F1: The Movie starring Brad Pitt to the global phenomenon of Netflix’s Drive to Survive, the sport’s influence now extends far beyond the track. Luxury and lifestyle brands are accelerating into the paddock — from LVMH’s landmark 10-year global sponsorship, to collaborations with Tommy Hilfiger, Charlotte Tilbury and Chivas Regal. This weekend, brands will flock to the F1 US Grand Prix in Austin, Texas.