The Fictional APXGP Team Generated $40 Million Worth Of Real Sponsorships

• APXGP might not be a real Formula 1 team, but given the eyeballs at stake, brands were eager to sign off on sponsorships all the same.
• From Mercedes and IWC, to Expensify and EA Sports, Forbes estimates it banked “at least” US$40 million.
• “This is something that’s going to last forever… You just have to hang on and go along for the ride,” said Expensify CEO David Barrett.

Despite the hokey and exposition-heavy screenplay, authenticity was the name of the game for…