Aston Martin calls itself luxury franchise

Jefferson Slack, Aston Martin Aramco Formula One Team’s managing director for commercial and marketing, was quoted on May 18 describing the team as operating “more like a modern entertainment and luxury lifestyle franchise” than a traditional racing outfit, according to an X post by Vincenzo Landino. The remark landed as Formula One teams push deeper into fan memberships, branded experiences and sponsor-led activations around race weekends. Aston Martin’s own website now promotes “I / AM DROPS,” campus tours and other limited fan experiences alongside its racing coverage. The comment also fits language Aston Martin has used before about Formula One’s commercial evolution. In a February 2024 team feature, Slack said F1 had shifted toward a “global business and franchise model” under Liberty Media and that team valuations had risen from nominal prices to “billions.” ### Who said it, and where did it appear? (substack.com) Vincenzo Landino posted the quote on X on May 18, identifying Slack as the speaker and attributing to him the phrase “modern entertainment and luxury lifestyle franchise.” The post circulated within the last 48 hours and is indexed under status 2056373834136056270, according to the source briefing and search results tied to Landino’s account. (astonmartinf1.com) Jefferson Slack has been Aston Martin’s senior commercial voice for several years. Aston Martin’s official site identifies him as managing director, commercial and marketing, and has repeatedly used him as the executive explaining the team’s sponsorship and fan-engagement strategy. ### Why does Aston Martin talk about itself this way? Slack’s earlier comments on Aston Martin’s own site show the team has been framing itself as more than a race entrant for some time. (substack.com) In the February 2024 feature, he said recent changes in F1 had produced more fan engagement, a cost cap and sharply higher franchise-style values for teams. He also said Aston Martin depends on a “busy and dynamic commercial and marketing operation” because it does not have the backing structure some rivals do. (astonmartinf1.com) Aston Martin’s official channels now pair that commercial language with consumer-facing products. The team homepage promotes “exclusive collabs,” “once-in-a-lifetime prizes,” and behind-the-scenes access through its I / AM platform. In January, Slack said a new CELSIUS partnership would feed into that program through “creative activations,” run clubs and other fan events. ### What does the team’s business model look like in practice? (astonmartinf1.com) Aston Martin’s commercial operation is built around global partners, lifestyle branding and access-driven fan products. The team announced a multi-year deal with CELSIUS on Jan. 22, naming it official global energy drink partner and linking the agreement to fan experiences and cultural activations. (astonmartinf1.com) Lawrence Stroll, Aston Martin Aramco’s executive chairman, continues to oversee the business side of the team, while a November 2025 leadership change split technical and strategic responsibilities between Adrian Newey and Andy Cowell ahead of the 2026 season. Aston Martin said at the time that Stroll would continue to lead the team’s business functions. (astonmartinf1.com) ### How does this fit Aston Martin’s 2026 push? Aston Martin entered 2026 with a new works partnership with Honda, which the team launched in Tokyo in January alongside Formula One chief executive Stefano Domenicali. The team said Honda would supply power units from the 2026 season onward, with Aramco and Valvoline also part of the technical partnership. (astonmartinf1.com) The same period has brought a steady stream of commercial messaging. In April 2025, Slack said the valuation of the team “continues to grow significantly” and said owner Lawrence Stroll was looking to bring in a strategic investor who could add “technological or commercial expertise.” ### What comes next for fans and partners? Aston Martin’s website is counting down to the 2026 Canadian Grand Prix and continues to market AMR Technology Campus tours and I / AM experiences through its official channels. (astonmartinf1.com) The team’s next visible test of this strategy will come through those race-week activations, partner campaigns and fan-access products as the 2026 season continues. (astonmartinf1.com 1) (astonmartinf1.com 2)