Category: Formula 1
March 30, 2023
F1 Latin America: Three Drivers on the Grid, a Growing Fanbase and What It Means for Sponsors
F1 Latin America in 2026: three drivers on the grid, Mexico’s Sergio Pérez with Cadillac, Argentina’s Franco Colapinto with Alpine and Brazil’s Gabriel Bortoleto with Audi.[...]
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March 29, 2023
Does Puma Sponsor F1? The Formula 1 Partnership and the Teams It Dresses in 2026
Does Puma sponsor F1? Yes, on two levels: since 2024 it has been an official supplier of the championship (deal announced on 4 May 2023, with a licence for F1-branded apparel, footwear and ac[...]
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March 28, 2023
How much do F1 drivers make in 2026: salaries, bonuses and prize money
In 2026 the highest-paid Formula 1 driver is Max Verstappen, on about $70 million in base salary, followed by Lewis Hamilton ($60 million) and by Charles Leclerc and George Russell ($34 milli[...]
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March 11, 2023
Mario Andretti: career, 1978 F1 title, Indy 500 and Daytona 500
Mario Andretti (Montona, now Motovun, in Istria, 28 February 1940) is a retired Italian-American driver, Formula 1 world champion in 1978 with Lotus and four-time IndyCar champion. He is the [...]
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March 3, 2023
Ronnie Peterson, the SuperSwede: career, helmet and Monza 1978
Ronnie Peterson (Örebro, 14 February 1944 – Milan, 11 September 1978), known as “SuperSwede”, was one of the fastest drivers in the history of Formula 1. In 123 Grands Prix[...]
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March 2, 2023
Ayrton Senna: career, titles, Imola and the legacy of the king of speed
Ayrton Senna (São Paulo, 21 March 1960 – 1 May 1994) was a three-time Formula 1 world champion, in 1988, 1990 and 1991. In 161 Grands Prix he took 41 wins, 65 pole positions, 80 podium[...]
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February 24, 2023
The sponsors of the Formula 1 teams in 2026
In 2026 ten Formula 1 teams out of eleven carry a title sponsor in their name: Oracle (Red Bull), HP (Ferrari), Mastercard (McLaren), Petronas (Mercedes), Aramco (Aston Martin), Atlassian (Wi[...]
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February 8, 2023
Formula 1 teams 2026: cars, drivers and news
In 2026 the Formula 1 grid has 11 teams and 22 drivers: Cadillac is the new American team, Audi takes over Sauber and ten of the eleven teams carry a title sponsor in their name. The launches[...]
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February 6, 2023
Heineken in F1: the partnership, responsible drinking and the 2027 renewal
Europe’s largest beer company, Heineken, have formed a strong partnership with Formula 1 in recent years. The benefits have been mutual, as the growth of their responsible drinking campaign[...]
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January 23, 2023
Mercedes F1 sponsors: the Petronas partnership and 2026 partners
Petronas has been Mercedes’ title sponsor and technical partner in Formula 1 since 2010: in 2022 the two announced a multi-year renewal starting in 2026, reported at about 75 million do[...]
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October 28, 2022
Why do Formula 1 drivers have such thick necks?
Formula 1 drivers have such thick necks because their head and helmet weigh about 7 kg and, under braking and through corners, are pushed by forces of up to 5-6 g: holding them steady for alm[...]
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October 25, 2022
Why do F1 drivers always wear caps?
Formula 1 drivers wear caps in interviews, press conferences and on the podium because the head is the most filmed part of the body: in a TV close-up, the cap is the most visible sponsor spac[...]
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August 18, 2022
How well do you know F1? 10 terms to know in 2026
Watching a Grand Prix, you often hear commentators, drivers and engineers use words that sound like a code: undercut, graining, lift and coast. In 2026 the Formula 1 vocabulary has changed ag[...]
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June 28, 2022
Why do Formula 1 drivers get weighed after the race?
Anyone who watches a Formula 1 race closely will have noticed: as soon as they climb out of the car, before they even take off their helmet, the drivers step onto a scale in front of the offi[...]
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June 24, 2022
How a Formula 1 team makes money
The “pinnacle of motorsport” is a patchwork of technology, research, talent, production effort, logistical commitment and organizational resources. The economic commitment such an[...]
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June 17, 2022
Why do Formula 1 cars make sparks?
In June 2022 Formula 1 had just brought ground effect back, and the cars, sucked down onto the track, left trails of sparks behind them that had not been seen like that for years. I wrote thi[...]
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June 16, 2022
F1 budget cap: how the spending limit works and what it means for sponsors
In 2022 the budget cap was the hot topic in Formula 1: the limit stood at 140 million dollars, inflation was soaring and the top teams were asking to raise it mid-season. Four years later the[...]
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June 3, 2022
Formula 1’s top 7 drivers for endorsement and sponsorship deals
In 2022, putting this ranking together meant looking at who was winning and who had the most followers. In 2026 that is no longer enough: Lewis Hamilton races for Ferrari, Lando Norris is the[...]
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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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