In Formula 1, Formula1

Weeks of launches and presentations by the teams of Formula 1 ahead of the start of the next season.

We’re not even halfway through the calendar of launches of the new Formula 1 cars that will run the 2023 season, but we’re, like all the fans worldwide, already super excited and enthusiastic about what we’ve seen and so much yet to be revealed. Find below a recap of the F1 team sponsors and major sponsors, drivers, liveries and launches.

MoneyGram Haas Formula 1 Team opened the season

The calendar of new team presentations opened in the last week of January with the launch of Team Haas, which thus inaugurated the lineup of official presentations, followed again in the same week by Team Oracle Red Bull Racing.

Team Haas was certainly eager to show off the new livery in which the logo of new title sponsor MoneyGram International Inc. dominates, coming to brand and own the beautiful VF-23 after a few years marked by difficulties. Previous
Title Sponsorship
of Team Haas had in fact been established with the Russian giant Uralkali, had, however, been abruptly terminated after only one year following the Russian invasion of Ukraine last February.

New look then for the only American team on the grid. In fact, Haas F1 Team debuted in the FIA Formula One World Championship in 2016, is based in the United States on the same campus in Kannapolis, North Carolina, where its Stewart-Haas Racing team engaged in NASCAR and a multiple winner in the different divisions of the championship is also based.

The drivers who will run the 2023 season of the FIA Formula One World Championship are Denmark’s Kevin Magnussen (in his ninth F1 season after an incredible 2022) and Germany’s Nico Hülkenberg.

The new livery looks sleek, more modern and a bit more aggressive than last year, with the addition of black on the side bellies.

MoneyGram Haas F1 Team sponsors

In addition to MoneyGram the other partners who have visibility on the car and drivers of Team Hass are:

  • Palms Angels, innovative clothing and lifestyle brand.
  • Oakberry, a company founded in Brazil and to date the largest açai brand in the world.
  • Alpinestar, the world’s leading manufacturer of professional motorsport products, from protective airbags for motorcyclists to clothing, technical footwear and helmets.
  • Hantec Markets, an online financial broker operating worldwide.
  • Opensea, one of the world’s leading NFT marketplaces.
  • Schuberth helmets , Taittinger champagne, and Denmark’s Tricorp Workwear, which produces sustainable workwear.


Team Oracle Red Bull Racing launches the new RB19 from New York

New car for world champion Max Verstappen and teammate Checo Perez, livery almost identical to last season’s but with a few more sponsors adding to Team Red Bull’s remarkable list of long term global partners.

Team Oracle Red Bull Racing: the sponsors

Indeed, the presence of Rokt, a leading ecommerce technology company that joins the team’s other sponsors, is quite noticeable:

  • Oracle the highly prestigious computer technology corporation in Austin Texas, which gives the team its name
  • Bybit principal team partner
  • Castor Team apparel partner
  • New Era headgear partner
  • TAG HEUER team partner
  • BMC team partners
  • Cash App Official financial education partner
  • Blenders eyewear partner
  • Hard Rock InternationalViewing partner
  • Rauch team partners
  • Pirelli team partner
  • Walmart team partners
  • América Movil team partners
  • Poly headset and video conferencing hardware partner
  • Therabody Recovery partner
  • Ocean bottle team partner
  • Pokerstars Gaming and entertainment partner
  • Armor All official auto cleaning and car partner
  • Gold Standard team partner

Then to continue with other prestigious brands such as Honda, Mobil 1, Esso, Zoom, Siemens, Arctic woolf, Hewlett Packard Enterprise, AT&T, DMG MORI, Hexagon, Ansys, PWR, Sabelt.

It promises to be an exciting season for Christian Horner, Team Principal and CEO of the Oracle Red Bull team, and his entire team.


Williams Racing unveils new livery and new Gulf Oil International sponsor

With the new FW45 also comes new sponsor Gulf and a new American driver, 22-year-old Logan Sargeant, who is making his Formula 1 debut this season.

New partners and new driver testifying to the desire to grow and return to competitive levels that ownership, Dorilton Capital, expects from a team as emblazoned as Williams.

In addition to Gulf Oil International we see the logo of Stephens becoming the team’s Official Banking Partner, that of Michelob ULTRA, an American beer brand that is part of the Anheuser-Busch Group, and PureStream.

One detail that everyone will certainly have noticed is the confirmed presence of DURACELL as one of the team’s main sponsors, which decorated part of the car in the shape of a stack. A perfect example of how Formula 1 always manages to invent new ways to communicate sponsorship in innovative ways.


Elegant yet racy, here from Zurich is the new livery of the C43 Alfa Romeo F1 Team Stake.

The drivers discovering the new livery, designed by the Alfa Romeo style center, are Valtteri Bottas and Zhou Guanyu, and the first thing we notice is the presence of the new Title Sponsor Stake logo.

A deal that had long been announced and brings with it a wave of freshness and innovation as evidenced by the words of Bijan Tehrani, co-founder of Stake: “We couldn’t be more excited to join a legendary F1 team that shares with us the same ambitions for growth and success. Alfa Romeo F1 Team Stake will expand our opportunities for fan engagement through brand integration and activation. We are fully committed to enhancing race weekends by creating unique experiences for all Alfa Romeo F1 Team Stake fans, growing audience engagement in the digital arena.

What to say. The 2023 season is already looking its best; it will certainly be full of challenges on and off the track. The growth in global partner presence increasingly demonstrates the strength and potential of this sports platform as a unique and powerful marketing tool.

The season is about to begin, but if you would like information regarding investment opportunities in Formula 1, please feel free to contact us today.



And after the 4 first launches of the MoneyGram Hass F1, Oracle Red Bull Racing, Gulf Oil Williams and Alfa Romeo F1 Team Stake teams, come the presentations of the new liveries of Scuderia AlphaTauri, Aston Martin Aramco Cognizant and McLaren Racing.

The second tranche of team launches for the 2023 Formula 1 season begins with Scuderia AlphaTauri.

The Italian team presents the new AT04 livery and the new Alpha Tauri AW23 collection straight from the runways of New York Fashion week.

The first big news from the Formula 1 is certainly the new Title Sponsor Orlen, featured very visibly on the fairing and on the drivers’ overalls. Many expected a dominance of the color red, just because of the presence of the new partner, but actually blue and white are the colors of the new AT04 as per tradition.

PKN ORLEN is one of the largest oil and gas companies in Central Europe, a global brand, operating on 6 continents, in more than 100 countries around the world. Once again proof that Formula 1 is an incredible and powerful global marketing platform, offering various levels of sponsorship programs to all kinds of companies.

Confirmed sponsor FlexBox, whose logo is back on the machine.

Team AlphaTauri also adds partner in the
suitcase sector to its list of partnerships
as well as other Formula 1 teams. Suitcases and travel bags are an essential item for drivers and staff who travel the world year-round; just think that the 2023 Formula 1 calendar consists of 23 race weekends, starting in March in Bahrain and ending in November with the final race in Abu Dhabi.

Therefore, the collaboration with Swedish brand Carl Friedrik, the team’s new official luggage supplier, is perfect.

Carl Friedrik is a leather and travel goods brand founded in 2012 by Swedish brothers Niklas and Mattis Oppermann, who will launch a limited-edition carry-on suitcase in collaboration with Scuderia AlphaTauri specifically for this partnership, with exclusive colors and materials inspired by the Italian Formula One team.


McLaren celebrates an important anniversary by unveiling the new MCL60 with the youngest pair of drivers on the grid.

Lando Norris and Oscar Piastri kick off a new chapter in McLaren history in the very year of McLaren Racing‘s 60th anniversary celebration.

Unveiled at the McLaren center in Woking the wonderful new McLaren MCL60. 60 like the 60-year anniversary of the British team. So begins a new adventure with the transition of Andrea Stella from Executive Director to F1 Team Principal and the arrival of FIA Formula 2 champion in 2021 Oscar Piastri who will join beloved Briton Lando Norris.

The main news is precisely the arrival of the new driver who replaces Australian Daniel Ricciardo.

Oscar Piastri makes his Formula 1 debut with McLaren after a series of events that saw him involved in a dispute with his presedent team last year.

He thus makes his McLaren debut today alongside Lando Norris, a young and certainly fierce duo, ready to fight for top spots on the grid in the upcoming season that is about to begin and also in marketing and activations. The McLaren team is certainly one of the most active teams in creating content and activations that they spread across all social media platforms to engage and engage fans. And the riders are incredible professionals even when they take off their helmets and leave the track. Perfect and strong testimonials for the team’s corporate sponsors.

Certainly also because of the media power and creativity of the team and drivers, the list of sponsors and partners of the McLaren team is really long, prestigious and loyal.

BAT – British American Tobacco, OKX in cryptocurrency exchanges, the blockchain Tezos, via Dell Technologies, Android, Google Chrome very large and visible on the top of the machine, Darktrace, alteryx, DP World (new sponsor as of this season), arrow, Hilton, Unilever, Jack Daniels, Tumi, DeWalt, CocaCola, Goldman Sachs, Deloitte, Cisco, Richard Mille, New Era, SunGod and many others.

McLaren confirms a new official partner: Castore, an apparel brand that introduces new 2023 teamwear line already available to buy.

The ever-present papaya color, but also lots of black characterize the new livery of the beautiful MCL60.


Great anticipation for the launch of Aston Martin Aramco Cognizant AMR23, which introduces its new driver…Fernando Alonso.

From the brand new Headquarters at the Silverstone circuit, Chairman Lawrence Stroll and Team Principal Mike Krack welcome multiple champion Fernando Alonso who leaves Alpine and comes to Aston Martin; new big adventure, “perhaps the biggest adventure of my life” for the 41-year-old two-time world champion who goes to join the young Canadian Lance Stroll.

This is certainly the biggest news that the for the British team that replaces German champion Sebastian Vettel, who retired in 2022 from Formula 1.

Title Partner Cognizant and Strategic Partner Aramco are confirmed with great brand visibility on the car and drivers and are accompanied by many existing sponsors and partners such as Peroni,, Netapp, and with Alonso come some historical sponsors such as CITI, a banking group that follows the driver and lands on the Halo of the new AMR23.

Great media impact and creativity will certainly come from the new Hugo Boss Official Teamwear, which with the Boss brand (also visible on the car and drivers’ suits) will be in charge of the production of the team’s official clothing, which can already be purchased online; a large, modern and stylish collection. A partnership full of freshness and glamour that will enliven the Formula 1 paddock with many of the testimonials and ambassadors who represent the brand around the world and in various fields; Khaby Lame, Matteo Berrettini, Kendal Jenner, Lee Minho, Naomi Campbell just some of the most famous names in the Boss lineup.

Another new partner is AvaTrade, which becomes the team’s Official Trading Partner.

As well as AlphaTauri, Aton Martin introduces its new Globe Trotter suitcase partner. A brand famous for its high-quality luggage collections, the British brand will present special, limited-edition pieces perfect for those who love to travel in style, sporting the Aston Martin Racing brand.

aston-martin-2023After these 3 launches there are only 3 more left and then the line up of Formula 1 2023 teams is ready. With Ferrari, Mercedes and Alpine, we are ready for the start of the new championship, and we are looking forward to it. If you are interested in understanding what
opportunities are still open with Formula 1 teams,
please feel free to contact us.

And after the presentations of the McLaren Racing teams with the new MCL60, Aston Martin Aramco Cognizant with the AMR23 and Scuderia AlphaTauri with the AT04, come Ferrari, Mercedes and Alpine.

Scuderia Ferrari unveils the blazing SF-23, Mercedes the new W14 and Alpine the A523


On Valentine’s Day, the Maranello team with Charles Leclerc and Carlos Sainz presents the new Ferrari SF-23 to their sweethearts, the famous “fans” who have had Ferrari in their hearts and souls for as long as they can remember. Live from Fiorano, the drivers also give the grandstand of Ferraristi five laps on the track of the new, roaring single-seater.

Gorgeous as ever, with slightly darker red, the Ferrari SF-23 looks its best. We in this article look at it and comment on it from the point of view of the sponsors and partners, and we can say that the situation is quite similar to last season.

High visibility for Shell, Santander, aws, Ray-Ban, Richard Mille, Ceva Logistics, Genesys, Bitdefender, Estrella Galicia, HCLSoftware, Palantir.

The first change we notice is the presence of Bang & Olufsen as a new official partner, with their logo on the inside of the SF-23’s wing. The Danish brand, a symbol of excellence in audio technology is teaming up with the Formula 1 team to offer next-generation experiences to fans of the top automotive category through activations both on and off the track.

Another new partner is Ecopol, an innovative company that has introduced water-soluble and biodegradable films to the market, which are used more in the household cleaning products industry, offering the consumer a safe and environmentally friendly product.

Ecopol’s logo is also on the car, on the front suspension triangle.

Gone are some of last year’s sponsors such as the blockchain Velas, which had a great display on the car’s nose and wing last season, and Snapdragon a suite of system-on-a-chip manufactured by Qualcomm that we find on the Mercedes instead.

Great pressure for new Team Principal Frédéric Vasseur who dicie ” Our goal is to win the championship, but it will not be an easy task because our competitors will have exactly the same goal. We have to bring the right mindset with us and always work to be better tomorrow than we are today.”

So here are two of the contestants…

Lewis Hamilton and George Russell unveil the new Mercedes-AMGW14 from Silverstone


From Silverstone in the early morning, the Mercedes-AMG PETRONAS F1 Team presents the W14 with the 7-time world champion Lewis Hamilton who will run his 11th season with the team, the young George Russell who just turns 25 today, and Mick Shumacher who will be the third driver for the season. The trio clearly accompanied by Team Principal Toto Wolf.

Back in black for the Mercedes W14: the black livery is back, but in a matte carbon version, definitely replacing the aluminum, giving the car more lightness as well as a sleek but aggressive look. The black version emerged 2 years ago from a request by Lewis Hamilton as a message against racism; in fact, the “Black Arrow” debuted in Austria in 2020, at the height of the racial controversy caused by the killing of George Floyd in America.

Mercedes decided this year to permanently abandon the “silver Arrow” and run in the new black livery.

Great visibility for sponsors whose logos on the black background gain even more strength. No big news there; great brand awareness for Title Sponsor Petronas, as well as for TeamViewer on the front wing but also on both sides of the engine cover, Ineos, IWC, AMD, Crowdstrike, Solera, and Snapdragon switching from Ferrari to Mercedes and placed on the sides of the rear wing; Mercedes confirms that the technologies Qualcomm Snapdragon will be invaluable in creating unique experiences for fans, both in person and digitally, further evidence that Formula 1 partners are increasingly trying to leverage sponsorship to engage and engage fans.

Also visible on George Russell’s helmet and on the car is a new partner is G42, a leading artificial intelligence and cloud computing company based in the United Arab Emirates. G42, says Toto Wolf, will join forces with the Mercedes team to explore ways to implement cutting-edge artificial intelligence software and solutions into team operations to provide insights and improvements.

And finally comes Alpine with the A523


Presented in London by Luca de Meo, CEO of Renault Group together with Laurent Rossi, CEO of Alpine the new Alpine A523.

Also coming to Alpine is a new driver, Pierre Gasly, who takes Fernando Alonso’s place alongside Frenchman Esteban Ocon, with whom, moreover, they are close friends. Third driver was Australian Jack Dooan, son of Mick Dooan.

Otmar Szafnauer presents two liveries, a black and blue one, which will be the one he will run in most of the races, and a pink one, “La Vie En rose” customized for sponsor BWT.

And speaking of sponsors, there is no big news; confirmed BWT as Title Sponsor, Castrol, Bp Ultimate, Mobilize and Mapfre as Premium Partners, Microsoft, Binance, Kappa, Dupont, Bell&Ross, plug, Mandiant and many others.

The team’s goal is to consolidate last year’s results and close the gap with the top 3 teams RedBull, Ferrari and Mercedes.

The launches of the 10 Formula 1 2023 teams are completed, now all we have to do is wait for the debut on the track, and there are only 3 weeks left.

A brief reminder of the 2023 Formula 1 calendar: it starts on March 3 from Bahrain, the first European race will be Imola on May 21, the last race before the summer break will be Spa in Belgium on July 30 and then resume on August 27 in Holland. Last race of the season on November 26 in Abu Dhabi.

In the meantime, if you want to know
how to invest in Formula 1
, please feel free to contact us.

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.
Recent Posts

Leave a Comment

The cost of Formula 1 sponsorships