The McLaren Mastercard Formula 1 Team has opened a pop-up store in Brussels, bringing a direct fan experience to the city. This initiative commenced on July 9, 2026, and will operate until July 18, 2026. The timing precedes the upcoming Belgian Grand Prix weekend.
The pop-up is situated within the Woluwe Shopping Center, located in Woluwe-Saint-Lambert. This shopping center, which opened in 1968, holds historical significance as Belgium’s first of its kind.
Mastercard became the official naming partner of the McLaren Formula 1 Team from the start of the 2026 season. This agreement rebranded the team as the McLaren Mastercard Formula 1 Team.
The partnership, reportedly valued at approximately $100 million per season, is a long-term commitment extending into the mid-2030s. This marks McLaren’s first title sponsor since Vodafone in 2013.
The Brussels pop-up is part of Mastercard’s global ‘Team Priceless’ fan initiative, launched in December 2025. This program aims to provide fans with exclusive access and unique experiences.
These experiences include behind-the-scenes access, opportunities to meet team drivers, and a dedicated ‘Priceless seat’ within the McLaren garage. The program focuses on creating immersive fan engagement.
The pop-up store offers exclusive team merchandise, including items not available elsewhere. An AI photo booth allows visitors to create digital souvenirs as a McLaren Mastercard F1 Team driver.
Customers spending a minimum of 100 euros in the Woluwe Shopping Center receive a voucher for an exclusive McLaren F1 Team keychain at the pop-up. No entry ticket is required for the store.
Lando Norris and Oscar Piastri are the current drivers for the McLaren Mastercard F1 Team in the 2026 season. Norris is the reigning World Champion from 2025, using the number 1 on his car.
Andrea Stella serves as the Team Principal for McLaren. Leonardo Fornaroli and Pato O’Ward are the team’s reserve drivers for the current season.
The 2026 Belgian Grand Prix is scheduled to take place from July 17 to July 19 at the Circuit de Spa-Francorchamps. This event is the tenth race of the 2026 FIA Formula One World Championship.
Mastercard and McLaren have previously hosted similar pop-up activations in Nice and Vienna. Future locations planned for this global fan engagement series include Milan and Madrid.
“We know how much Formula 1 lives in Belgium, especially in the run-up to the Grand Prix of Spa-Francorchamps. With this pop-up store in Brussels, we bring the fans closer to the team and let them experience the unique atmosphere of this iconic event up close,” stated Thomas Lechien, Director Marketing and Communication at Mastercard Belgium and Luxembourg.
Despite winning both championships in 2025, McLaren has faced a challenging start to the 2026 season. Team Principal Andrea Stella confirmed a redirection in the team’s upgrade approach following the British Grand Prix.
Norris finished fourth at the recent British Grand Prix, with Piastri outside the points. Stella indicated that the team’s performance gap to frontrunners Mercedes and Ferrari is approximately half a second.
