The promotion required entrants to sign up for marketing materials, giving MoneyGram a sense of what F1 fans might want from the company. MoneyGram saw a boost in new customers from F1’s new race in Miami last year, but such promotions have typically yielded more use of MoneyGram’s app and created more demand for its products and services. 

“Being first in and being a title sponsor gives us an advantage because we have the team, because we have the car logo, because we’ll be there,” Hall said. “But also we can create these experiences that most other brands won’t be able to create.”