In Formula 1, Formula1, Sport Sponsorship, Sports Marketing

F1 teams have distinct cultures, values, assets, and brand personalities. Choosing the right fit is crucial for your F1 sponsorship success.

Introduction on the benefits of sponsorship in Formula 1

Formula 1 is one of the most popular and prestigious sports in the world, with a global cumulative audience of over 2.1 Billion people. As a result, sponsorship in Formula 1 can be a very effective way to reach a large and engaged audience.

Formula 1 sponsorship is crucial for brands seeking global exposure, prestige, and a dynamic audience. As a high-profile motorsport, Formula 1 offers unparalleled international reach, attracting millions of passionate fans and diverse demographics worldwide. Sponsoring teams or drivers enables brands to align with speed, innovation, and cutting-edge technology, enhancing their image and credibility.

Moreover, the sport’s extensive media coverage, both on and off the track, ensures significant visibility and engagement, maximizing return on investment. By capitalizing on F1’s unique platform, sponsors can create impactful marketing campaigns, foster brand loyalty, and tap into new markets, fueling business growth and success.


Why sponsor a Formula 1 Team

There are many benefits to sponsoring a Formula 1 team, including:

  • Increased brand awareness: Exposure to Formula 1 fans can help to raise brand awareness and drive sales.
  • Enhanced customer loyalty: Fans of Formula 1 teams are often very loyal, and sponsorship can help to build relationships with these fans.
  • Improved corporate image: Sponsorship of a Formula 1 team can help to improve a company’s corporate image and make it more attractive to potential customers and employees.

Sponsoring a Formula 1 team provides numerous benefits for brands seeking to elevate their global presence and connect with a diverse and engaged audience. Firstly, Formula 1’s extensive worldwide reach ensures exposure to millions of fans across multiple continents, increasing brand visibility and awareness on a global scale. The sport’s association with cutting-edge technology and innovation allows sponsors to align their brand with these exciting attributes, enhancing their image and reputation.

Moreover, sponsoring a team offers unique marketing opportunities, such as prominent branding on the car, driver apparel, and team merchandise, as well as access to exclusive events and hospitality, facilitating valuable networking and partnership opportunities. Overall, Formula 1 team sponsorship enables brands to create a powerful and enduring connection with fans, fostering brand loyalty and driving business growth.

But Which team should I choose?

As the world of Formula 1  racing continues to captivate audiences worldwide, the distinct cultures, values, assets, and brand personalities of the competing teams have garnered significant attention. It’s not just about the engines’ roar or the drivers’ finesse; it’s also about the ethos that each team brings to the race track. Today, F1 teams are not just sports entities; they are brands with unique identities. This makes choosing the right team to sponsor a critical task for any company.

Each team carries a specific image, rooted in their origins, victories, struggles, and their approach to the sport. This is why companies must align their brand with a team that shares similar values, assets, and culture. This alignment ensures that both parties can benefit from the partnership, leading to a successful sponsorship.

According to a Harvard Business Review article, high-performing teams start with a culture of shared values. Shared values foster change, attract talent, and enhance performance. This is no different in the world of F1, where teams’ cultures, organizational learning, and focus drive victories.

Let’s examine how today’s F1 team brands stand apart.


Mercedes AMG F1 Team

With roots dating back to the earliest days of Formula 1, the Mercedes AMG F1 Team has been redefined in recent years by its German engineering excellence and relentless success. The team culture reflects precision, innovation, and dominance powered by the likes of Lewis Hamilton. Mercedes’ state-of-the-art facilities pioneer advancements that align with partners like INEOS at the forefront of R&D. The embodiment of technical excellence in motorsport.

  • German precision engineering and innovation
  • Dominance with 8 consecutive championship doubles
  • Focus on driver development program
  • Cutting-edge facilities and technology partnerships

The Mercedes AMG F1 Team is a prime fit for high-tech industries and companies prioritizing innovation and precision in their operations.

Red Bull Racing

Red Bull Racing brings a daring spirit to Formula 1 as a marketing endeavor of the Red Bull brand. With a youthful image aligned to extreme sports, Red Bull made its mark by backing dynamic talents like Sebastian Vettel early in their careers and now Max Verstappen. Their bold approach transfers to the track with aggressive designs and memorable paint schemes.

  • Red Bull Racing aligns best with youthful, dynamic brands, especially those involved in sectors that thrive on bold, high-energy values. The team’s content creation and social media expertise offer a unique platform for sponsors seeking engagement with younger demographics.
  • Bold and daring Austrian energy drink brand origins
  • Aligned with youthful, extreme sports image
  • Fostered talents like Vettel and Verstappen early
  • Leverages content creation and social media expertise


Scuderia Ferrari

As Formula 1’s oldest and most storied team, Scuderia Ferrari is the very soul of the sport. Its iconic Prancing Horse logo is recognized worldwide as a symbol of Italian passion and prestige. The massive tifosi fanbase bleeds Ferrari red, supporting the team through ups and downs. Alignments with luxury Italian brands reinforce prestige, while strong merchandising represents a brand ecosystem that few can match. To sponsor Ferrari is to partner with mythic racing lore.

  • Prestige as Formula 1’s oldest and most iconic team
  • Massive global fanbase
  • Alignments with luxury Italian brands
  • Strong merchandising and brand ecosystem

McLaren F1 Team

McLaren’s racing pedigree spans decades of F1 success that established the Woking-based team as a British national motorsport icon. State-of-the-art facilities like the McLaren Technology Centre underscore its innovation, while an emphasis on driver development reflects commitment to the future. McLaren extends its brand into lifestyle through partnerships that share its streak of high-performance luxury. The team remains F1 royalty based on history and progress.

  • Historic British racing pedigree since the 1960s
  • State-of-the-art facilities showcase innovation
  • Emphasis on driver development breeding future champions
  • Lifestyle brand alignments and partnerships

Aston Martin Aramco F1 Team

As a recent entry onto the F1 grid, Aston Martin retains an air of sophistication and hunger befitting of the historic British sports car maker. Significant investment in facilities, personnel, and drivers like Fernando Alonso and Lance Stroll signal intent to compete long-term and build the team into a contender. Sophisticated partnerships with prestige brands reinforce Aston Martin’s associations with elegance and craftsmanship. The team aligns well with luxury brands and those emphasizing quality and exclusivity. This makes them attractive to sponsors who want to align with a team that combines history, ambition, and style.

  • Elegance and craftsmanship of iconic British sports car maker
  • Recent ambitious entrant with resources to compete
  • Alignments with other luxury and high-tech brands
  • Significant potential as a new team establishing itself

Alpine F1 Team

Growing from French racing roots, Alpine F1 Team blends heritage with youth and innovation. The rebranding from Renault to Alpine signifies the team’s alignment to Renault’s shifting focus towards electric vehicles and progressive technology. With excellent facilities and programs nurturing young talent like Esteban Ocon, Alpine has its sights set on the future. Cost-effective sponsorship opportunities make it appealing for partners seeking to align with Alpine’s transitional energy and to companies operating in the green technology sector.

  • French racing heritage combined with youth and innovation
  • Aligning with Renault’s transition to electric vehicle technology
  • Driver development through excellent academy program
  • Cost-effective sponsorship opportunities

Alfa Romeo F1 Team

Alfa Romeo brings Italian passion, style, and flair to the F1 grid. With a rich history as both a manufacturer and sponsor, the iconic brand knows racing success but does it on a more rational budget. The Hinwil, Switzerland HQ embodies an efficient and analytical approach, while partnerships with Sauber Motorsport aid driver development.. Alfa Romeo operates on a more rational budget, making it a suitable partner for brands that offer stylish yet practical solutions. Companies seeking cost-effective exposure to the prestige of F1 would find a good match in Alfa Romeo.

  • Passion and flair of iconic Italian auto brand
  • Efficient and analytical approach on a rational budget
  • Strategic partnership with Sauber Motorsport
  • Cost-effective exposure aligned with prestige of Alfa Romeo

Williams Racing

As one of Formula 1’s most recognized privateer teams, Williams Racing‘s independent spirit has powered decades of success. With technical innovation in its DNA, illustrated by innovations like active suspension, Williams maintains plucky British determination to punch above its weight. Though struggling in recent seasons, its legacy and potential still attract partners like Gulf Oil eager to back this historic team’s fight back to prominence. Williams Racing  aligns well with sponsors that value innovation and fighting spirit. Companies looking to support an underdog, yet historically significant, can consider partnering with Williams.

  • Plucky independent British spirit punching above its weight
  • Technical innovation in its DNA with feats like active suspension
  • Fighting back to prominence with partners like Gulf Oil
  • Underdog appeal for sponsors seeking brand fit


Scuderia AlphaTauri serves as the junior team to Red Bull Racing within its driver development program. Based in Italy, AlphaTauri aligns itself with high-end fashion through partnerships with parent company AlphaTauri. The team punches above its weight given its size and budget constraints, producing standout talents like Max Verstappen. For brand partners, it provides a cost-efficient entry point into Formula 1 racing with access to Red Bull’s young talent pipeline.

  • Junior team to Red Bull with driver development focus
  • Aligned with high-end fashion brand AlphaTauri
  • Cost-efficient Formula 1 entry point with access to Red Bull talent pipeline
  • Overachieving small team punching above its weight

Haas F1 Team

Haas F1 Team brings American flavor to the international Formula 1 landscape as NASCAR giant Gene Haas‘s ambitious foray into open-wheel racing. The scrappy organization exemplifies Yankee ingenuity and strategic cost-cutting, with close technical partnerships with Ferrari and Dallara making it competitive on a restricted budget. Haas offers sponsors seeking to expand into Europe exposure alongside a US-owned team.They are attractive to brands that value efficiency and resourcefulness.

  • American flavor as NASCAR giant Gene Haas’s foray into F1
  • Yankee ingenuity and strategic cost-cutting
  • Technical partnerships with Ferrari and Dallara
  • US-owned team offers chance to expand into European racing

Conclusion: Right Partnership Drives Sponsorship Success

This provides an overview of the differences and nuances of Formula 1 teams that brands should consider when evaluating sponsorship opportunities with the goal of achieving the ideal sponsorship alignment.

The right partnership drives sponsorship success. Each F1 team has unique characteristics, values, cultures, and assets, making certain teams a better fit for particular brands than others. A highly symbiotic relationship between sponsor and team, aligned around shared identity and values, is the key to mutually beneficial success. If values and aspirations align, both sponsor and team can amplify their brands and performance on the global stage.

But choosing the wrong fit can lead to discord and lost opportunities for both parties. Like any partnership, it’s about choosing the right match to generate shared growth and success.

If you want some help in evaluating a Formula 1 Sponsorship get in touch using this form.

Can we help you sign your best sponsorship deal?

Riccardo Tafà
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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