A survey software company and a Formula 1 driver make an unlikely pairing. The numbers suggest it’s working.
SurveyMonkey has extended its sponsorship partnership with Williams Formula 1 driver Alex Albon through the remainder of the 2026 season, the companies announced Thursday, building on a first year that generated results the partnership’s organizers describe as well above expectations.
The renewal keeps SurveyMonkey branding on Albon’s helmet at select race weekends and continues fan engagement activations across the remaining Grands Prix. Under the arrangement, Albon uses SurveyMonkey’s platform to poll his global fanbase — more than 6.6 million social media followers — on content ideas, merchandise preferences, and race-weekend experiences, feeding responses back into decisions about how he engages with his audience.
The 2025 campaign, which produced three video activations built around fan interaction, generated 61.6 million total impressions and 3.6 million engagements, for an engagement rate of 5.86 percent — a figure the partners say significantly exceeded their benchmarks.
“SurveyMonkey gave us the tools to really listen — to understand what our fans want, what they care about, and how to build something meaningful together,” Albon said. “Continuing that into 2026 feels like a natural next step.”
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Eric Johnson, chief executive of SurveyMonkey, said the first season validated the company’s core proposition in an unusually public arena. “We gave fans a voice and turned their feedback into insights that shaped content and engagement throughout the season,” he said, adding that Albon’s genuine rapport with supporters was central to the campaign’s success.
The partnership is managed through FanCapital, a sports marketing firm that brokers sponsorships for athletes and leagues. SurveyMonkey sits alongside Monsoon Valley, Beats by Dre, Domo, and Bell Helmets in Albon’s personal sponsorship portfolio.