When Winning Isn’t the Whole Story: What McLaren Racing Can Teach Brands About Relevance

Formula 1 is one of the most competitive sports in the world. But as McLaren Racing’s CMO Louise McEwen shared on The CMO Podcast, winning cannot be the only story a brand tells.

For years, McLaren was defined by its racing dominance. But when the wins slowed, the brand faced an identity crisis. What do you say about yourself when the standings aren’t in your favor? For McLaren, the answer wasn’t to talk louder about results but to rethink what performance means altogether.

That shift, from defining success solely by trophies to standing for something bigger, offers a lesson for marketers across sectors. Whether you are selling cars, causes, or campaigns, relevance and resilience often come down to how well a brand knows itself when the pressure is on.

Redefining Identity Beyond Results

McLaren’s brand evolution was not just a repositioning exercise. It was a strategic shift from outcome to identity. The new vision: to be the most pioneering and exhilarating race team in the world. Winning still matters, of course. But it is no longer the only metric.

This is a move many organizations can learn from. When success is narrowly defined, brands become brittle. When it is expanded to include creativity, connection, and cultural relevance, brands become more resilient.

Storytelling That Balances Legacy and Emotion

One of McLaren’s most successful campaigns to date honored Ayrton Senna, the late Formula 1 legend. The team temporarily swapped its iconic papaya livery for the colors of the Brazilian flag, a bold creative risk supported by months of testing, planning, and cross-functional trust.

The result was a story that resonated across generations. It was not just about nostalgia. It was about identity, emotion, and inviting a new audience into the legacy.

For marketers, it’s a reminder that brand storytelling is not just about what happened. It is about why it still matters.

A Commercial Model Built on Alignment

Unlike many F1 teams, McLaren is entirely funded by commercial partnerships. That reality makes alignment between brand vision and partner activation non-negotiable.

McEwen describes the role of marketing as keeping that flywheel in motion, not just by adding sponsors, but by helping them show up in ways that reflect McLaren’s values and performance goals.

In nonprofit, higher ed, or public sector work, the funding model may differ, but the principle holds: alignment matters more than volume. It is not about more messaging; it is about more meaningful connection.

The Blurring of Categories: Sport as Culture

Perhaps most importantly, McLaren’s story reflects a larger truth: brands no longer live neatly in categories. McLaren is a race team. It is also a global entertainment brand. A design-forward lifestyle brand. A content platform. A symbol of innovation.

That kind of brand elasticity is not accidental. It comes from understanding what audiences want now and having the creative leadership to meet them there.

The Takeaway

McLaren Racing shows that performance is not just about podiums. It is about purpose, creativity, and how a brand chooses to show up, especially when the outcome is uncertain.

For marketers, the question is not just: "How do we win?" It is also: "What do we stand for when we are not?"