Category: Formula 1
August 28, 2026
ADUO, the Equilibrium Dividend: Why the FIA Mechanism Pays Off for Formula 1 Sponsors
What the Formula 1 ADUO is, how the FIA mechanism rebalancing the 2026 engines works, and why a closer championship is good news for fans and, above all, for sponsors. [...]
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August 9, 2026
Andrea Kimi Antonelli and the Italian window: the opportunity brands shouldn’t miss
It’s July 2026 in Monaco. Kimi Antonelli crosses the finish line first on a circuit that has historically rewarded patience. Nearly eighty million people worldwide watch that moment. In[...]
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July 7, 2026
Motorsports Sponsorship for Tech and SaaS Brands: The 2026 Guide
There was a time when a tech logo on a race car was a novelty-a sign that a company wanted to appear fast and modern. Those days are over. Technology is now the top category of spending in Fo[...]
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May 27, 2026
Formula 1 Sponsorship: Sports, Luxury and Automotive – The Triangle That Changes Everything
There’s one question I get asked more times than I can count, in 20 years in this industry: what exactly are you buying, exactly, when you sponsor a Formula 1 team? The honest answer is[...]
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June 1, 2022
Formula 1 in the United States: how it won over America and who sponsors it in 2026
For decades the United States was Formula 1’s great missing market. In 2026 it has become its most dynamic one: three Grands Prix on the calendar, an American team on the grid, an Ameri[...]
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March 30, 2022
Updating the product to stay ahead of the competition: Product Life Management and F1
In March 2022 Formula 1 had just launched a brand-new set of rules, with ground-effect cars designed to overtake more, and the first two races had delivered a great show and record ratings in[...]
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October 26, 2021
NBA and Formula 1: when sports marketing goes cross-audience (and what happened next)
Austin, October 2021. A half-court basketball set-up appears in the Circuit of the Americas paddock, the drivers go head to head at free throws, on the NBA’s social channels the league&[...]
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October 7, 2021
How Formula 1 works: everything you wanted to know but never dared to ask (2026)
There comes a moment in the life of every new Formula 1 fan when the question becomes unavoidable: why did that driver pit if he was leading? It is the moment when the fastest sport in the wo[...]
Read More April 8, 2021
The 10 best Formula 1 drivers in 2026: standings and value for sponsors
On 6 September 2026 Andrea Kimi Antonelli won the Italian Grand Prix from nineteenth on the grid. No Italian had won at Monza since 1966, in the days of Ludovico Scarfiotti. A week later, in [...]
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June 30, 2017
The Formula 1 Sponsorship Market: Data, Growth and Opportunities for Brands
In January 2025, LVMH – the world’s largest luxury group, owner of Louis Vuitton, Moët Hennessy and TAG Heuer – signed a ten-year deal with Formula 1, estimated at around o[...]
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