Category: Formula 1
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 [...]
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July 2, 2026
How to Invest in Formula 1?
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 o[...]
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June 25, 2026
Red Bull Racing Sponsors 2026: Full Sponsorship Portfolio Analysis
Who Sponsors Red Bull Racing in 2026? Oracle Red Bull Racing enters the 2026 Formula 1 season carrying what Oracle calls the most integrated team-technology partnership in Formula 1 — and o[...]
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June 18, 2026
Why Do Sponsors Change Teams – Strategy, Risk & Reward
In late 2024, one of MotoGP’s most iconic partnerships quietly ended. Repsol and Honda HRC – linked since 1995 across 30 seasons, multiple world titles, and a commercial bond so d[...]
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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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May 22, 2026
F1 Steering Wheel Cost and How It Works
A Formula 1 steering wheel is one of the most sophisticated pieces of technology in professional sport. Far more than a device for turning corners, it acts as the driver’s primary contr[...]
Read More May 21, 2026
May 2026 editorial: The expanding universe of motorsport sponsorship. New deals, new categories, new logic
I have been thinking about Max Verstappen at the Nürburgring. Not the result — his car retired with hours to go, a mechanical failure that ended what had been a genuinely competitive run. [...]
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May 19, 2026
Every F1 Title Sponsor for the 2026 Season: Full List, Deal Values and What They Pay
The 2026 Formula 1 season marks the most significant technical reset in a decade — new power unit regulations, a new manufacturer on the grid, and a commercial market that has crossed $3 bi[...]
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May 8, 2026
F1 sponsorship just crossed $3 billion. So what?
On Sunday 3 May, Kimi Antonelli won the Miami Grand Prix from Lando Norris, three seconds clear, with Oscar Piastri third. It was Antonelli’s third consecutive victory of the 2026 seaso[...]
Read More April 23, 2026
Motorsport Sponsorship ROI: Complete Guide to Measuring, Proving and Maximising Your Return
The ROI Problem: Why 76% of Brands Still Struggle to Justify Motorsport Sponsorship Forrester Research’s 2024 analysis of US consumer marketing found that 76% of marketers who invested [...]
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February 3, 2026
McLaren F1 Sponsors 2026: Full Portfolio
The linchpin to a successful Formula 1 sponsorship is finding the right team that mirrors your brand’s values and aspirations. Let’s see how the McLaren Formula 1 Team could be th[...]
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January 5, 2026
A tool for choosing the right sponsorship in motorsport
Formula 1, MotoGP, WEC or other: how to choose what to sponsor? Choosing on the right discipline is one of the most complex ones, but also one of the most fascinating moments of a sports mark[...]
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December 15, 2025
Norris champion 2025 and the World Cup map: why nations still matter in Formula 1
Abu Dhabi decided the 2025 World Cup with the coolness typical of true finals: Lando Norris is world champion, a title won with a third-place finish in the last race and a slim margin over Ma[...]
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December 3, 2025
Competitiveness and F1: the key to the U.S. market and beyond
The spectacular three-way sprint between Piastri, Norris and Verstappen is great news not only for Formula 1 fans, but for Formula 1 itself, which can once again expect a “monstrousR[...]
Read More October 20, 2025
Apple and Formula 1: $750 million strategic deal to transform sports streaming
Apple TV+ is set to become the exclusive broadcaster of Formula 1 in the United States starting in 2026, under a five-year contract worth an estimated $750 million. This agreement represents [...]
Read More October 1, 2025
The power loop: how global car manufacturers fuel formula 1’s rise – and vice versa
Formula 1’s growth owes as much to car manufacturers’ marketing might as to on-track success. A virtuous circle reshaping motorsport. [...]
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September 24, 2025
F1 2026: smaller sponsors for smaller cars?
The 2026 Formula 1 season represents a transformative moment for both the sport and its commercial ecosystem. With a radical overhaul of technical regulations, teams will compete in vehicles [...]
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September 4, 2025
From Rolex to TAG Heuer: How F1 Watch Sponsorship Is Changing
Precision and prestige have long defined the relationship between Formula 1 sponsorship and fine watchmaking. After more than a decade with Rolex as Official Timekeeper, 2025 opens a new chap[...]
Read More September 3, 2025
Every Team’s Title Sponsor for the 2025 Formula 1 Season
Title sponsorship is one of the most coveted and high-impact assets in motorsport marketing, and nowhere is this more evident than in Formula 1. In a sport defined by innovation, prestige, an[...]
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August 28, 2025
Cadillac F1: why the sponsorship market reopens (and how to seize the opportunity)
The official entry of the Cadillac Formula 1 Team starting in 2026 marks a turning point for the commercial ecosystem of the top series. It is not just about the eleventh box on the grid: it [...]
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