The 2026 Formula 1 season has begun and TV Globo decided to bet on a promotional action to bring the Brazilian public even closer to the category. In the coming days, a replica of an F1 car customized with the broadcaster’s visual identity will be on display at a São Paulo subway station, in an initiative that seeks to increase the atmosphere of expectation for the start of the championship.
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The car will be on display at the Vila Madalena subway station, located on Rua Heitor Penteado, in the west zone of the capital of São Paulo. The idea is to draw the attention of those passing through the location and reinforce the presence of Formula 1 in the broadcaster’s programming this season.
The action takes place over two days. On Friday, March 6, the replica of the Formula 1 car will be on display from 8h to 18h. On Saturday, March 7, the public will be able to see the car between 8h and 17h. During this period, passengers and fans of the category will have the opportunity to observe up close the model used in the broadcaster’s campaign.
The initiative takes place precisely in the opening week of the 2026 Formula 1 season. The championship begins at the Albert Park circuit in Melbourne, with the Australian GP, which marks the first stage of this year’s calendar.
The weekend began as early as Thursday night Brasília time, with the holding of FP1. Throughout the event, teams also participate in FP2 and FP3, in addition to the qualifying session that defines the starting grid for the race.
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The race that opens the season takes place in the early hours of Sunday in Brazil, right after the ‘Altas Horas’ program on Globo’s schedule. The broadcast will be led by Everaldo Marques in narration, with commentary by Luciano Burti and participation by Mariana Becker in reporting.
The broadcaster will air 15 stages of the 2026 Formula 1 season live. For the other races, the public will be able to follow the highlights within Globo’s programming.
Meanwhile, the sportv channels will provide full coverage of the championship. The programming includes all weekend sessions, such as FP1, FP2, FP3, qualifying, possible Sprints, and the races.
With the promotional action in one of the busiest subway stations in São Paulo, Globo tries to expand the visibility of Formula 1 in the country precisely at the moment the season begins. The presence of a car from the category in a busy public space also reinforces the strategy of bringing F1 closer to the Brazilian public, especially in a city that historically has a strong connection with motorsport.
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