Financial tech company Expensify is leveraging its title sponsorship role in Apple Originals’ new F1 movie to boost revenue and expand its global brand awareness. The Portland-based firm paid a multi-million-dollar fee—part of over $40 million in total brand partnerships for the film—securing prominent placement as the fictional “Expensify APX GP” Formula 1 team.
The movie, which premiered in theaters nationwide on June 27, 2025, includes frequent on-screen references to Expensify, including brand visibility during mock press conferences and shout-outs from real-life Sky Sports commentator David Croft. CFO Ryan Schaffer told Sports Business Journal (SBJ) that the company is targeting a 5:1 return on its investment through increased sign-ups and product upgrades, though lower returns may be acceptable if brand awareness improves significantly.
That visibility translated into measurable user engagement. After actor Damson Idris, who co-stars alongside Brad Pitt in the film, wore an APX GP firesuit to the Met Gala in May, user sign-ups spiked fourfold within hours, according to Schaffer. “Anyone promoting the movie is also promoting Expensify,” he said, calling the placement potentially “the get of a lifetime.”
In tandem with the movie release, Expensify rolled out several new product features aimed at international users. These include support for 10 languages, integration with thousands of new banks globally, multi-currency billing, international reimbursement options, and expanded availability of the Expensify Visa Commercial Card.
The company has launched a social media campaign to amplify its exposure and has already received sponsorship inquiries from real-world F1 and NBA teams. Though not committed to any deals yet, Schaffer said Expensify will evaluate opportunities. “Ultimately, we want this to turn into revenue,” he added. “The jury is still out on that.”
Whether the campaign meets its ambitious targets or not, Expensify has already secured a major boost in visibility.
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