Formula 1 is not directly listed on any stock exchange, but investors can gain exposure through Liberty Media (FWONK), listed manufacturers such as Ferrari, F1 suppliers, and a small number of alternative assets. This guide sets out each route in plain terms, with current figures and sources.

Formula 1 represents one of the most coveted platforms for investors and sponsors globally. Its combination of cutting-edge technology, intense competition and an ever-expanding fan base makes it a unique investment opportunity. In recent years, interest in F1 has grown exponentially, attracting not only motorsports fans but also major brands and institutional investors. For brands weighing the commercial side rather than the equity side, it is worth understanding every team’s 2026 title sponsor formula 1 before deciding how to invest in F1.

Why Invest in Formula 1? The 2026 Market Outlook

Before looking at how to invest in Formula 1, it is worth understanding why the sport has become an investment story at all. The section above answers the practical question of how you can put money into F1; this section explains why it may be worth doing. Three forces sit behind the current interest: rising team valuations, an expanding global audience, and a widening base of blue-chip commercial partners. Each is a signal that Formula 1 investment is being driven by structural growth rather than novelty.

How Much Are Formula 1 Teams Worth in 2026?

Formula 1 team values have risen sharply. As of the 2026 season, the average F1 team is valued at roughly $3.42–3.6 billion according to Sportico and Forbes estimates (Sportico / Forbes, 2025–26). Ferrari is now the most valuable team on the grid at approximately $6.4–6.5 billion, ahead of Mercedes at around $5.88 billion (Sportico, 2026). This marks a substantial change from previous years, when the same teams were valued at a fraction of these figures, and reflects both the cost cap introduced in 2021 and the sport’s commercial expansion in the United States.

The scale of investor appetite is visible in recent transactions. General Motors’ entry as the eleventh team from 2026, under the Cadillac name, involved a reported $450 million anti-dilution fee split among the existing teams — a figure that effectively sets a commercial floor for what an F1 entry is worth (public filings, 2025). Analysts have also noted that F1 teams still trade at a discount to major US sports franchises, with the average F1 valuation sitting below the average for the NFL and NBA — which some investors read as remaining upside rather than a ceiling.

A key driver of 2026 league economics is the sport’s US media rights. Formula 1 announced a five-year agreement with Apple worth a reported $750 million total (around $150 million per year), taking effect from the 2026 season and replacing the previous ESPN arrangement (announced October 2025). Because a share of the sport’s media and commercial revenue flows to the teams through the Concorde Agreement, media deals of this size feed directly into team economics and, in turn, into the value of the assets an investor can buy.

Is Formula 1’s Audience Still Growing?

Audience growth is the clearest link between the sport and its investment case: more viewers support higher media and sponsorship revenue. Formula 1 reported a global fanbase of 827 million in 2025, up 12% year-on-year and 63% since 2018 (Formula 1, December 2025). The sport’s cumulative TV audience across the 2025 season reached 1.83 billion, a 6.8% year-on-year increase and the largest in five years (Nielsen, March 2026).

For investors, audience scale matters because it underpins sponsor demand. Sponsor visibility during F1 broadcasts has risen by more than 90% since 2020, and nearly 600 distinct brands achieved exposure during race weekends in 2025 (Nielsen, March 2026) — evidence that the commercial pull of the sport is deepening, not just widening.

Growth is strongest in the markets that matter most commercially. Formula 1 recorded rising interest in the United States, China (+11%) and the Middle East (+10%), alongside heritage markets such as Germany (+12%) and Brazil (+11%) (Formula 1, December 2025). The fanbase is also younger and more diverse than before, with 43% of fans under 35 and 42% female (Formula 1, 2025). Much of this expansion is attributed to the Netflix series Drive to Survive, which brought a new, younger audience to the sport and, with it, the demographics that premium advertisers most want to reach.

Which Major Brands Are Backing Formula 1?

The clearest vote of confidence in Formula 1 comes from the brands committing to it. Luxury conglomerate LVMH holds a ten-year Global Partner agreement with Formula 1 that began in 2025, covering brands including Louis Vuitton, Moët Hennessy and TAG Heuer — one of several f1 watch sponsors now backed by major luxury groups. The deal is reported to be worth in the region of $1 billion across its term and signals that the world’s leading luxury house sees F1 as a long-term platform rather than a short campaign.

Beyond luxury, Formula 1 has attracted a diverse range of consumer brands including Nestlé (whose KitKat is the sport’s official chocolate bar from 2026), McDonald’s regional partnership in Latin America, and licensing deals with Lego and Mattel’s Hot Wheels — all verified as current 2026 partners. This breadth matters to investors: it shows the sport’s commercial base is no longer concentrated in a single category. For a fuller view of how these deals are priced, see the F1 sponsorship cost and the specific case of the ferrari f1 sponsor portfolio.

How to Invest in Formula 1

Investing in the world of Formula 1 is a fascinating opportunity for motor enthusiasts and investors seeking diversification. Although direct access is limited, there are several strategies for participating financially in this growing industry — from the most direct equity route to indirect and alternative options.

Can You Invest in F1 Directly, and What Stock Should You Buy?

Formula 1 is not independently listed as a standalone company. The most direct answer to how to invest in F1 is through Liberty Media’s Formula One tracking stock, of which FWONK is the most retail-accessible class. Indirect exposure is also available through listed automobile manufacturers, F1 suppliers, and — for those willing to take on more speculative assets — fan tokens. Each of these routes is covered below.

Formula 1 Stock: Investing in Liberty Media (FWONA, FWONB, FWONK)

The clearest formula 1 stock available to most investors is Liberty Media’s Formula One tracking stock. Liberty Media acquired control of the championship in 2017 and offers three share classes tied to Formula 1. Series A (FWONA) carries one voting right per share and is listed on the Nasdaq. Series B (FWONB) is OTC-only and approximately 97% held by company insiders, which makes it effectively inaccessible to retail investors. Series C (FWONK) carries no voting rights and is the most retail-accessible class, with the same economic participation as FWONA. Investing in FWONK allows you to participate in the growth of Formula 1 without direct involvement in corporate decisions.

Is FWONK a Good Investment in 2026?

Here is what analysts are currently saying, rather than a recommendation from RTR. As of mid-2026, FWONK traded in the region of $87, with a consensus analyst rating of Strong Buy and an average 12-month price target of roughly $114.56 across 16 analysts — implying upside of around 27% from that level (StockAnalysis / TipRanks, 2026). Major banks including JPMorgan, Morgan Stanley and Susquehanna maintained Buy ratings over the period, citing F1’s media-rights growth and audience expansion.

This is not financial advice. Equity prices and analyst targets change constantly and can be wrong; they are provided here as context only. Anyone considering an F1-related investment should verify current figures, consider their own risk profile, and consult a licensed financial adviser before acting.

Investing in Participating Automobile Manufacturers: Ferrari, Aston Martin, Mercedes-Benz

Some automakers involved in Formula 1 are listed on public markets, offering indirect exposure to the sport. Ferrari (RACE) is listed on both the Italian Stock Exchange and the New York Stock Exchange and has seen substantial share-price growth since its 2016 listing, though its valuation is driven overwhelmingly by its road-car business rather than its F1 team. Aston Martin Lagonda Global Holdings plc designs, develops and sells luxury sports cars globally; its F1 team runs an exclusive Honda power unit from the 2026 season (having previously used Mercedes power units), and has invested heavily behind designer Adrian Newey, who joined in 2025, and driver Fernando Alonso.

The third route is Mercedes-Benz Group AG, parent of the Mercedes-AMG F1 team, which is covered by most competitor guides but is often missing from older F1 investment articles. The Mercedes F1 team posted record operating profit in its most recent accounts, though — as with Ferrari — the F1 operation is a small part of the parent company’s overall value. In all three cases, buying the manufacturer is not the same as buying pure exposure to Formula 1.

Investing in F1 Sponsors and Suppliers: Brembo, Pirelli and More

Another way to invest in F1 is through companies that supply or sponsor teams. Brembo supplies braking systems across the grid and is listed on the Italian Stock Exchange. Pirelli is Formula 1’s sole tyre supplier and is publicly listed in Milan. Beyond these, a number of technology and industrial partners — such as those active as official F1 technical partners — derive brand value and product credibility from their involvement, though for most of them the F1 relationship is a small part of a much larger business. For that reason, supplier exposure is best treated as a brand-and-innovation signal rather than a pure F1 investment. The same supply-and-sponsor model is visible across the grid, including in the mclaren f1 sponsors portfolio.

Other Ways to Gain Exposure: Fan Tokens and Alternative Assets

Beyond listed equities, two alternative asset classes offer exposure to F1. Fan tokens — such as team tokens listed on platforms like Socios.com — let retail buyers hold tradeable digital assets tied to specific teams, typically granting minor voting rights and collectibles; this market is nascent and highly volatile, and should be treated as speculative rather than as a core investment. Fractional and alternative assets, such as hospitality and memorabilia platforms, offer a further route but are illiquid and require specialist valuation. Direct team-stake acquisition also exists — for example institutional investors taking stakes in teams such as Alpine — but this sits at the institutional/private-equity level and is closed to retail investors.

Is Ferrari Stock the Same as Investing in F1?

No. Ferrari’s F1 team is only one input among many into the overall valuation of RACE, which is dominated by the road-car business. Buying Ferrari stock gives you exposure to a luxury car manufacturer that happens to run an F1 team, not to Formula 1 itself. For exposure that tracks the commercial performance of the sport more directly, Liberty Media’s FWONK is the closer instrument. Historical background on tobacco-era team funding — for context on how F1’s commercial model evolved — is covered in this piece on how f1 bans tobacco advertising.

Investing in F1: A Global and Strategic Choice

Formula 1 offers a dynamic and ever-changing investment landscape. Its ability to attract a global audience, combined with sponsorship opportunities and strategic partnerships, makes it an ideal platform for companies and investors seeking to expand their relevance and associate with a brand synonymous with excellence and innovation. Investing in Formula 1 requires careful evaluation of the various opportunities available. It is essential to conduct thorough research and consider one’s risk profile before embarking on any investment. As noted above, nothing here is financial advice, and all figures should be verified against current market data before acting.

Make your brand become a part of the F1 world with RTR Sports. We work as an independent Formula 1 sponsorship agency, putting your brand in front of millions. Contact us today.