In modern Formula 1, brand presence is first and foremost a matter of logo placement. From title partners to small technical suppliers, every commercial agreement ultimately translates into:
- where the logo appears on the car, and
- how often it is visible on global broadcast and digital media.
The value of an F1 partnership is therefore driven less by contractual labels and more by car real estate and exposure quality.
The three logo visibility tiers on an F1 car
Dominant logos – naming and main car surfaces
This is the highest-impact visibility tier.
The brand:
- is integrated into the official team name,
- occupies the largest surfaces (sidepods, engine cover, rear wing),
- is systematically present in TV graphics, team references and media output.
Typical annual investment: €50–100+ million
Representative examples include:
- Oracle Red Bull Racing
- Scuderia Ferrari
- Mercedes-AMG Petronas Formula One Team
In this tier, the logo is visible in almost every broadcast shot involving the car and is constantly associated with team performance.
High-value logos – prime bodywork positions
This tier covers brands that do not rename the team but still secure:
- large logo formats,
- placement on high-visibility areas (side of chassis, upper bodywork, front or rear wing endplates),
- regular appearance in race footage and team communication.
Typical annual investment: €5–25 million
Examples of teams where this type of placement is commonly sold:
- McLaren Formula 1 Team
- BWT Alpine F1 Team
- MoneyGram Haas F1 Team
Logos in this category remain clearly readable on TV and digital highlights, particularly during pit stops, onboard cameras and static shots.
Secondary logos – small and highly selective visibility
This tier includes:
- mirror housings,
- nose section,
- cockpit surround,
- lower bodywork or minor aero elements.
Typical annual investment: €1–5 million
Representative teams offering this type of logo presence include:
- Williams Racing
- Stake F1 Team Kick Sauber
These logos tend to be visible:
- mainly in close-up shots,
- in photographic and digital content,
- in team communication rather than during wide broadcast angles.
What really determines the price of an F1 logo
Across all teams, the cost of placing a logo on a Formula 1 car is driven by four practical factors:
Surface size
Larger panels (sidepods, engine cover, rear wing) command disproportionately higher values.
Camera frequency
Positions repeatedly framed by standard broadcast cameras generate substantially more exposure.
Team performance outlook
Cars regularly fighting at the front receive significantly higher cumulative visibility during a season.
Digital amplification
Beyond live TV, exposure is multiplied through social platforms and long-form content, including Netflix’s
Formula 1: Drive to Survive.
Logo placement is the real commercial asset
In today’s Formula 1 ecosystem, contractual status matters far less than how the brand is physically integrated into the car design.
Two partners paying similar fees can experience radically different visibility outcomes simply because of:
- placement height,
- logo orientation,
- colour contrast against the livery,
- and camera geometry.
For brands entering the sport primarily for exposure, the negotiation focus should therefore be:
logo surface, positioning and guaranteed usage rights, rather than partnership titles.
Putting your logo on an F1 car
RTR Sports supports brands in identifying the most effective logo placement opportunities across the Formula 1 grid, aligning investment levels with real on-track and off-track visibility.
Get your brand’s logo on Formula 1 cars with RTR Sports. Contact us to start your project.
