Our blogs
May 5, 2023
Aramco F1: what it is, what it sponsors and what the deal is worth
Aramco is the Saudi state-owned energy company and has been a Global Partner of Formula 1 since 2020, a partner of Aston Martin since 2022 and, from 1 January 2024, title partner of the team,[...]
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May 5, 2023
Niki Lauda: career, three titles, the 1976 Nürburgring crash and Mercedes
Niki Lauda (Vienna, 22 February 1949 – 20 May 2019) was a three-time Formula 1 world champion, in 1975 and 1977 with Ferrari and in 1984 with McLaren, and won 25 Grands Prix. He is reme[...]
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May 1, 2023
Emerson Fittipaldi: career, titles and the price of every choice
Emerson Fittipaldi is a retired Brazilian driver from São Paulo: two Formula 1 world titles (1972 with Lotus, 1974 with McLaren), 14 F1 wins, the 1989 CART title and two Indianapolis 500 win[...]
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May 1, 2023
Why Sponsor Motorsport: 6 Reasons Backed by 2025-2026 Data
Why sponsor motorsport, in short: because it combines a young global fan base, a growing sponsorship market and long-term partnerships. F1 has 827 million fans (+12% on 2024) and MotoGP 632 m[...]
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May 1, 2023
How Much Does an F1 Car Cost? Estimates, the 2026 Cost Cap and Engine Costs
How much does an F1 car cost in brief: there is no official price, from the FIA or from the teams. Industry estimates for a 2026 car range from $15 to 22 million, and the power unit alone acc[...]
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May 1, 2023
Courtside and Perimeter Advertising in Sports Events: Engaging the Audience Seamlessly
In the ever-evolving landscape of marketing, businesses are constantly seeking innovative strategies to capture the attention of their target audience effectively. Perimeter advertising has e[...]
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April 28, 2023
Michael Schumacher: Career, Seven Titles, Records and Legacy in Formula 1
Michael Schumacher in short: born in Hürth on 3 January 1969, he won seven Formula 1 world titles (1994, 1995 and 2000-2004), 91 Grands Prix, 68 pole positions and 155 podiums in 306 races, [...]
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April 27, 2023
List of all the MotoGP, Moto2 and Moto3 constructors’ champions from 1949 to today
Winning MotoGP – a bigger picture Manufacturers participate in racing for a variety of reasons, including brand exposure, technological advancements, and market research. Brand awarenes[...]
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April 27, 2023
Gilles Villeneuve: Ferrari Career, Legendary Races and the Death at Zolder
Gilles Villeneuve in short: born in Saint-Jean-sur-Richelieu, Quebec, on 18 January 1950, he raced in Formula 1 from 1977 to 1982, almost always with Ferrari, winning 6 Grands Prix out of 67 [...]
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April 26, 2023
F1 Qualifying: How It Works, How Long It Lasts and What Changes in 2026
F1 qualifying in brief: three knockout sessions that set the Grand Prix grid. In 2026, with 22 cars, Q1 lasts 18 minutes and eliminates the slowest six, Q2 lasts 15 minutes and eliminates ano[...]
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April 19, 2023
Experiential Sports Marketing in Motorsport: Formats, Examples and Measurement
Experiential sports marketing in motorsport, in short: it means letting fans live the brand at the circuit, at the brand’s own events or online, instead of just displaying a logo. The s[...]
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April 4, 2023
Sponsorship Values and Goals in Motorsport: How to Align Them with Team Culture
Sponsorship values and goals in motorsport, in short: a sponsorship holds only if the brand’s values match the team’s culture and the goals are measurable from the start. The risk[...]
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April 3, 2023
James Hunt: career, the 1976 title, rivalry with Lauda and death
James Hunt, born in Belmont, Surrey, on 29 August 1947 and died in Wimbledon, London, on 15 June 1993, was a British Formula 1 driver and 1976 world champion with McLaren. In 92 Grands Prix, [...]
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March 30, 2023
Sports Content Marketing in Motorsport: What Works for Brands in 2026
Sports content marketing in brief: it is stories built around a championship, a team or a driver, from documentary series to films, products and partnerships, that carry the brand where the l[...]
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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 27, 2023
Motorsport Sponsorship Proposal: What to Include and How to Write One in 2026
Motorsport sponsorship proposal in brief: it is the document that shows a company how a team, a driver or an event can reach its goals, not a brochure about the team. It contains the sponsor&[...]
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March 24, 2023
Why do MotoGP riders live in Andorra? Taxes, training and who lives there in 2026
MotoGP riders live in Andorra mainly for the taxes: income tax (IRPF) tops out at 10% above €40,000, against a maximum rate of 47% in Spain, and there is no inheritance or wealth tax. Altit[...]
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March 23, 2023
Kevin Schwantz: career, 1993 title, rivalry with Rainey and number 34
Kevin Schwantz (Houston, Texas, 19 June 1964) is a retired American rider and the 1993 500cc world champion with Suzuki. He won 25 grands prix, built his career on duels with Wayne Rainey, an[...]
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