In Formula 1, Formula1, Sport Sponsorship

The allure of Formula 1 is undeniable – a magnet for motorsport enthusiasts across the globe, its dizzying mix of precision engineering, elite competition, and human courage have entranced over 2.1 Billion spectators worldwide. Consequently, Formula 1 sponsorship has evolved into a powerful, strategic tool for brands to penetrate diverse markets and captivate a colossal and fervent audience.

f1 sponsorship

Venturing into the realm of Formula 1 sponsorship brings manifold benefits

  • Skyrocketing Brand Visibility: The thrill of Formula 1 racing resonates with fans on a deeply emotional level. Your brand’s presence in this electrifying environment can boost brand recognition and spur exponential growth in sales.
  • Deepening Customer Loyalty: The loyalty of Formula 1 fans is legendary. Sponsorship invites you to share in their passion, fostering a unique bond that translates into enduring brand loyalty.
  • Boosting Corporate Image: Aligning with a sport celebrated for its relentless pursuit of perfection can enhance your corporate image, appealing to prospective clients and employees alike.

However, the linchpin to a successful Formula 1 sponsorship is finding the right team that mirrors your brand’s values and aspirations. A compatible match can harness the power of Formula 1 to create a compelling narrative for your brand.

McLaren Formula 1: heritage and history

Formation and Early Years (1963-1966):

  • McLaren was founded in 1963 by New Zealander Bruce McLaren, who was a successful racing driver himself.
  • The team initially focused on sports car racing before entering Formula 1 in 1966.
  • McLaren made their Formula 1 debut at the Monaco Grand Prix in 1966, using a modified sports car chassis.

Partnership with Honda (1988-1992):

  • The late 1980s and early 1990s marked a golden era for McLaren when they partnered with Honda as their engine supplier.
  • McLaren-Honda had a dominant run, winning four consecutive Constructors’ Championships from 1988 to 1991.
  • During this period, legendary drivers such as Ayrton Senna and Alain Prost drove for McLaren, creating a fierce rivalry within the team.

Transition and Success (1993-1998):

  • After Honda withdrew from Formula 1, McLaren struggled to find a competitive engine supplier.
  • They partnered with Ford initially, followed by a long-term collaboration with Mercedes-Benz, which began in 1995.
  • Despite not winning championships during this period, McLaren remained a strong contender and secured numerous race victories.

The McLaren-Mercedes Era (1995-2014):

  • McLaren’s partnership with Mercedes-Benz was highly successful, producing multiple championship-winning cars.
  • Mika Hakkinen won back-to-back Drivers’ Championships in 1998 and 1999, while the team clinched the Constructors’ title in 1998.
  • The team had another successful period in the mid-2000s with drivers such as Kimi Räikkönen and Fernando Alonso.

Recent Years and Transition to Renault and Mercedes Power (2015-2020):

  • McLaren faced some challenging seasons between 2015 and 2017, struggling with performance and reliability.
  • In 2018, the team switched to Renault as their engine supplier in an effort to improve their competitiveness.
  • McLaren gradually regained strength, achieving podium finishes and consistent point-scoring results.

Partnership with Mercedes-AMG (2021-present):

  • In 2021, McLaren reestablished their partnership with Mercedes-Benz as their engine supplier.
  • With the help of drivers Lando Norris and Daniel Ricciardo, the team experienced a resurgence in performance and competitiveness.
  • McLaren continued to make progress in 2022 and emerged as a top team, challenging for race wins and podium finishes.

Throughout its history, McLaren has been known for its technical innovation, strong team culture, and nurturing young talents. The team’s commitment to excellence has made it one of the most successful and iconic names in Formula 1.

mclaren sponsorship

The uniqueness of a McLaren F1 Sponsorship: values, opportunities, signature elements

Although an established and multi-winning win, McLaren have a very modern feeling to them. Also thanks to Zak Brown‘s clever and marketing-oriented management, the team have built a fresh, young, very cool image that is perfectly reflected in their two young, flashy drivers Lando Norris and Oscar Piastri.

Woking’s finest boast a very British heritage while sporting a global, highly digital profile. They are excellent at digital activations and strongly leverage on Norris’ playful, charismatic persona.

McLaren has a strong sponsorship portfolio with a mix of major and smaller brands. Their major sponsors, such as Dell, Google, and OKX, are well-known and have a global reach. This helps to raise McLaren’s brand awareness and visibility. Their smaller sponsors, such as DP World, Reiss, and SunGod help to diversify the portfolio and reach a wider audience.

McLaren does a good job of integrating their sponsors into their marketing activities. This helps to ensure that their sponsors get maximum exposure and value for their investment.

The long-term relationships that McLaren has with many of their sponsors. This shows that they are a reliable partner and that they are committed to building relationships with their sponsors.

Lando norris F1 sponsorship

Sponsoring McLaren provides access to a plethora of marketing opportunities

  • Inescapable Visibility: With your logo on McLaren’s cars, driver suits, and team wear, your brand will be part of the global journey throughout the Grand Prix season.
  • Exclusive Hospitality: McLaren offers unmatched hospitality experiences at Grand Prix weekends, an ideal opportunity to engage and inspire your stakeholders.
  • Digital Engagement: Leveraging McLaren’s extensive digital reach, you can connect with a global and digitally-savvy audience.
  • Intrinsic Brand Integration: Your brand can be interwoven with McLaren’s exhilarating story, magnifying its impact and appeal.

In 2023, the McLaren Formula 1 team boasts a formidable array of sponsors

  • OKX
  • Android
  • Chrome
  • A better tomorrow
  • Darktrace
  • Cisco
  • DP World
  • Dell
  • Arrow
  • Jack Daniels’
  • VMWare
  • Goldman Sachs
  • Alteryx
  • Hilton
  • Unilever
  • Salesforce
  • Smartsheet
  • DeWalt
  • Cadence
  • Splunk
  • Tezos
  • Coca Cola
  • Webex
  • Deloitte
  • Halo Itsm
  • Party Responsibly
  • FxPro
  • Workday
  • CNBC
  • Richard Mille
  • Medallia
  • Tumi
  • K-Swiss
  • New Era
  • Castore
  • Easypost
  • GoPuff
  • Immersivelabs
  • Reiss
  • Sikkens
  • Sparco
  • FAI Aviation Group
  • Ashurst
  • Pirelli
  • StrataSys
  • Kaust
  • Lego
  • Logitech
  • SunGod

Embarking on a McLaren Formula 1 sponsorship journey entails

  • Sponsorship Investment: This varies depending on the desired level of exposure, with options tailored to different budgets.
  • Sponsorship Agreement: You’ll need a comprehensive agreement outlining the partnership terms, cementing the brand-team relationship.
  • Brand Integration: By providing McLaren with your marketing collateral, your brand can be seamlessly integrated into the team’s narrative.

To navigate the thrilling Formula 1 sponsorship terrain, here are some crucial considerations:

  • Winning History: A team’s past performance is indicative of its future potential.
  • Financial Stability: Financial soundness is key to ensure your sponsorship investment is secure.
  • Marketing Outreach: A team’s fan base should be vast and actively engaged for maximum brand exposure.
  • Value Congruence: Your brand and the team should be underpinned by a shared ethos.

Armed with these insights, you’re equipped to choose a Formula 1 team that’s in sync with your brand, amplifying your marketing strategy and propelling your brand’s growth trajectory.

How can RTR Sports Marketing help your Formula 1 Sponsorship

At RTR Sports, we specialise in Formula 1 sponsorship, guiding you to find the perfect team that echoes your brand values. We negotiate sponsorship agreements, ensuring a mutually rewarding partnership.

If you’re ready to ride the adrenaline wave of McLaren Formula 1 sponsorship, reach out to us. We’re here to steer you towards your marketing ambitions.

Reach us at if you want to know more.

Can we help you sign your best sponsorship deal?

Silvia Schweiger
Silvia Schweiger
Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years.
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