GLOBAL AWARENESS

F1 is a global championship with races and fans all over the world, giving brands international exposure across multiple markets.

HIGHLY ENGAGED AUDIENCE

Fans form strong loyalties to F1 teams and drivers, and sponsor brands become part of that support.

BROADCAST EXPOSURE

F1 cars are the focus of race coverage, onboards and replays - keeping sponsors front and centre.

Sponsoring in Formula 1

Partnering with Formula 1 teams allows brands to build credibility and elevate their prestige through association with some of the most established and recognisable names in global motorsport.

Formula 1 is a prestigious global motorsport series built around performance, innovation, and technology – values shared by many of the world’s leading brands. For this reason, it has long been used as a platform for companies seeking international visibility and strong brand association.

Every team on the Formula 1 grid carries a major title partner, with sponsor names forming part of the team’s identity. Scuderia Ferrari HP, Mercedes-AMG Petronas, Oracle Red Bull Racing, McLaren Mastercard, Aston Martin Aramco and Atlassian Williams Racing show how closely teams and sponsors are linked. Other top tier global brands, such as the LVMH Group (Louis Vuitton, Tag Heuer, Moët Hennessy…), Ray Ban, Qatar Airways and many more are also heavily present in the Championship. These partnerships are referenced in broadcasts, covered by the media, and seen by fans across cars, team kit and merchandise, creating strong brand association.

Speak to an F1 sponsorship specialist

Formula 1: your gateway to the world

Sponsorship in Formula 1 is a powerful and highly versatile marketing tool, offering brands across all industries the opportunity to connect with a truly global and deeply passionate audience. As the pinnacle of motorsport and one of the most widely followed sports platforms in the world, Formula 1 delivers unrivalled brand visibility, high-impact activation opportunities, and a rich set of values that sponsors can authentically align with.

From global partnerships with the Formula 1 World Championship to team sponsorships, driver sponsorships and one-off collaborations linked to individual Grands Prix, the range of available opportunities is broad and strategically flexible. Among the most established and effective options is team sponsorship, through which companies partner with F1 teams to enhance brand visibility via logo placement on cars, team apparel and a wide range of marketing assets.

These partnerships often include premium hospitality packages during race events, access to the F1 paddock, and bespoke content rights for PR and social media campaigns. Financial investment varies significantly depending on the scope and scale of the partnership, with programmes typically ranging from approximately USD 4 million to more than USD 50 million per year.

Speak to an F1 sponsorship specialist

Why brands choose Formula 1

1

SEASON - LONG GLOBAL EXPOSURE

Formula 1 is a global phenomenon, racing across five continents. Brands travel with the championship across 20+ races, appearing consistently in key international markets throughout the year.

2

THE CARS ARE THE FOCUS

Formula 1 coverage is built around the cars. They dominate live broadcasts, replays, analysis, photography, and media coverage, keeping sponsor branding consistently in view.

3

FANS FOLLOW TEAMS, NOT JUST RACES

Formula 1 fans build long-term loyalty to teams and drivers, often over many seasons. When a brand appears on the car, it becomes part of that identity and is seen repeatedly by the same supporter.

4

FANS ARE CONNECTED BEYOND RACE DAYS

Social media content and Netflix’s Drive to Survive have brought fans closer to teams and drivers, turning personalities and rivalries into year-round engagement rather than something confined to race weekends.

827m

FANS AROUND THE WORLD

Up 12.2% from 2024 and +63% since 2018

114.5m

SOCIAL MEDIA FOLLOWERS

Up from 97.4m in 2024

6.7m

PUBLIC ON THE CIRCUITS

Largest combined season attendance on record

52m

FANS IN THE UNITED STATES

Up +11% from 2024

Maximise brand visibility with Formula 1

Formula 1 sponsorship has become a strategic partnership that delivers long-term brand value. By aligning with the sport’s global popularity, brands gain exposure on a platform built around performance, innovation, and technology. 

McLaren are the perfect modern example of the power of Formula 1 sponsorship. With back-to-back Constructors’ Championships and multiple race wins in 2024 and 2025, their success has put existing partners such as Google Chrome, Mastercard and OKX in front of millions – exactly the kind of visibility that now has more brands trying to secure space on the car. In F1, winning doesn’t just deliver points; it delivers instant, global brand recognition.