What happened: Williams Racing is inviting fans to upload a photo of themselves wearing team merchandise for a chance to be featured on the screens at London's Piccadilly Circus. The promotion is run through a submission link shared on the team's social channels.

Why it matters: Fan-facing activations like this are part of how Formula 1 teams grow their merchandise business and deepen supporter engagement away from the track. Williams continues to lean on its brand and heritage to build a wider audience.

What to watch: Watch for Williams to showcase selected fan submissions on the Piccadilly Circus displays in the coming days.