F1 on IMAX, Polymarket x Substack, and the end of white-collar work

Apple TV announced it is partnering with IMAX to let fans immerse themselves in 5 iconic races during the 2026 season in one of its 50+ theaters: Miami, Monaco, Silverstone, Monza, and Austin. This move gives more fans the opportunity to be a part of the moment without the steep price tag of a subscription or attending a race. Over the last decade, F1 has slowly become a core part of mainstream American culture, starting with Drive to Survive on Netflix, the release of F1: The Movie, the launch of an American team (Cadillac Formula 1), key partnerships with iconic American brands, and races in key entertainment hubs (Miami and Las Vegas). It’s been a smart omnichannel approach to building brand awareness and breaking into a new market, and honestly, something any brand can take from.

This week, Substack announced that it is deepening its partnership with Polymarket, introducing new features that allow writers to embed prediction market data (a.k.a betting markets like sports gambling) directly into their newsletters and Notes. The features build on the partnership first announced in 2024 and seem aimed at encouraging more Substack writers to use prediction market data. In its announcement post, Polymarket wrote, “Journalism is better when it’s backed by live markets.” While founders and executives seem bullish about the announcement at both companies, users are not; online chatter indicates this is the nail in the coffin that’s prompting them to migrate their publications off Substack. 

In his essay this week, Andrew Yang wrote about how advancements in AI will “disembowel” white-collar jobs. Even Microsoft’s AI chief is predicting that most white-collar work will be eliminated in the next 12-18 months. And we can’t forget about last week’s viral article from Matt Schumer. Fearmongering aside, what’s clear is that there will be a reckoning in the way we work, and we have to be ready to adapt to that. Learning new skills. Sharpening “human” ones like critical thinking, strategy, etc. Like with any new technology, there will be new job opportunities (we’re already seeing new roles like “content engineers,” AI reviewers, and vibe coders emerge in response).  The winners here will be the ones who can adapt to the changes, not run from them.

It’s never been a better time to be a creator, especially when it comes to partnering with brands. Companies like Starbucks and Dick’s Sporting Goods are building out creator programs to play a bigger role in culture, events, and social media. In the age of AI, brands are embracing creators to create more human-driven storytelling to connect with audiences. Everyone from B2B SaaS brands to consumer brands to sports leagues is integrating a creator strategy, whether it's brand partnerships, UGC, or event activations, to build trust with audiences. But it’s not just externally; internally, brands are increasingly looking to their employees to create employee-generated content to build brand awareness and visibility (just look at the “Staples baddie”). 

The hottest B2B marketing trend is the “dinner”: small group dinners, executive roundtables, salons, or even flower arranging classes. In the last 5 years, the dinner has replaced (or complemented) the trade show. The appeal? The human connection. The exclusivity. You control the budget, the venue, and the guest list. You can get the right mix of existing champions, active prospects, and warm accounts. And you get a conversation to go deeper into pain points, challenges, and hesitations. Plus, they’re fun when done right. I think we’ll start to see more B2B brands leverage these more intimate experiences as a part of their IRL playbook.  

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