By Emanuele Venturoli| Posted February 23, 2023 | In Formula 1, Formula1
There will be 275 sponsorship programs during the 2023 Formula 1 season across the 10 teams taking part in the Championship. Once again, we at RTR Sports have compiled the list of all the Formula 1 sponsors, according to the official teams’ press materials and communication channels.
It’s the definitive litmus test for a sport that’s been growing constantly and have reached larger-than-life media and viewership figures, with almost two billion people tuned in for a grand prix at some point in 2022… not considering the social media platforms.
Companies of all sizes and from all industries have flocked to the pinnacle of Formula 1 to enjoy extensive marketing benefits and global exposure to fans worldwide. Trend-wise it has to be noted that, while there’s a small drop in the enthusiasm shown by crypto, the Web3 sector is still going strong and lots of new tech brands have joined the race. DeFi-style Casino Stake and cross-border P2P payment solution Moneygram are but two examples of a very lively and exciting space.
Find below a list of the 2023 Formula 1 sponsors divided by Team.
From global partners to regional partners, from title sponsors that occupy a significant portion of the car to technical supplier with multi years programme, from official partner to single race sponsors we got them all.
As always, Ferrari boasts an impressive portfolio of sponsors and partners, with some cool additions to an already very well established collection. Shell and Santander take the top spot once again, while US software company Genesys subs in for blockchain brand Velas.
World Champions Red Bull Racing sure must have a busy sponsorship department and activation office. The Milton Keynes outfit sport a mouth-watering partner list of 33 brands that nicely showcase the Austrian company’s vision and penchant for cool and upcoming products and services, like the performance-packed activity bag Built For Athletes and the evinronment-friendly Ocean Bottle. Nonetheless, since Red Bull are quite possibly the best team on the grid right now, they also have some pretty big names on their list.
The Silver Arrows might have gone black again, but their extensive partnership list is still shiny. The Batman-esque Brackley-based challengers can count as usual on the support of title partner Petronas and long time companion Ineos. New names have been added to the portfolio while some have jumped ships in other Teams to join Lewis and George at Merc. It’s the case of Snapdragon, previously seen at Maranello.
McLaren gets the trophy for highest number of sponsorships this year, with 43 partners onboard for the 2023 season. The boys in papaya have some huge names with them, such as British American Tobacco, Coca-Cola, Dell technologies and Chrome and have a new team apparel supplier in Castore, who are also sponsoring Red Bull and apparently a hundred other teams in tier-one sport. In for a penny, in for a pound, I guess. Norris and Piastri will have to defend an imperious sponsorship heritage during the season but we’re sure they’ll do a fantastic job: McLaren have proved to be nothing short of excellent when it comes to sponsorship activation and digital PRs.
Alpine went full-french after departing from 2x World Champion Fernando Alonso and signing Pierre Gasly alongside Esteban Ocon. BWT will be front and center once again and will be giving the blue squad a good splash of pink, at least for the first races. British Petroleum brands such as Castrol and Ultimate have confirmed their backing, and so did Microsoft, Binance and many more. Also, we’d hope to provide more news on this front soon.
British powerhouse and James Bond’s motor-of-choice AM showcase a very similar livery and partner collection to 2022. Quite frankly, since it wasn’t broke there was just no need to fix either of them, as Gaydon’s finest know how paint a superb-looking car and find themselves some nice sponsors. Aston’s big twist for 2023 is of course behind the wheel, with Alonso replacing Seb Vettel alongside Lance Stroll. Now they’ll have to perform on the track and make amends for a rather disappointing 2022 campaign.
In their last year as title sponsor, marquee name Alfa Romeo have designed a fantastic livery for their 2023 challenger. The red-and-black machine had some jaws dropping at the presentation and showed Italians still do it better when it comes to style. It’s not the only piece of news for the swiss squad, as new crypto-casino Stake joins the team as a Major sponsor.
There’s a very nice touch of red in the 2023 Alpha Tauri car and boy is it a looker. Very well then, that nice red accent is courtesy of new sponsor Orlen, another change of shirt in the silly season of partnerships. It’ll be up to Nick DeVries and Yuki Tsunoda to bring home the Faenza beauty and hopefully match some of last year’s highlight.
Can you make a long-time partnership interesting again? Of course you can! Just take a look at this year’s Williams air intake in the shape of a Duracell battery and voilà. The guys at Williams have been very creative with their livery and created one of the most clever pieces of marketing of recent years. Meanwhile, while the design dept was busy taking care of batteries, the commercial lads at Grove were quick to sign historic oil and lubricants maker Gulf. Not only it’s a premium brand, but also one with a strong heritage in racing. Very well done.
Dear studio audience, America’s sweetheart HAAS Formula 1 has not one, but two announcements to make. Sporting a very experienced lineup of drivers in Kevin Magnussen and Nico Hulkenberg, HAAS can count on two brand new major partners: Moneygram and Palm Angeles.
If your brand is interested in Formula 1 sponsorship, contact RTR Sports today. Since 1995 we have been securing deals for companies and brands wishing to use tier-one motorsport as an efficient marketing and communication tool. With 275 deals already going strong, you could be next.
RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs. Experience the power and put your brand in front of millions with motorsport sponsorship.
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Emanuele Venturoli holds a degree in Public, Political and Institutional Communication from the University of Bologna. He has built his professional career at the intersection of marketing and sport, with hands-on experience in both basketball and motorsport. He is passionate about motorsport, design and literature, and focuses on helping brands create effective and meaningful partnerships in high-performance sporting environments.
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Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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