Formula 1

Motorsport
Sponsorship & Marketing

AT&T has announced an expansion to its sponsorship deal with Red Bull Racing that for the first time includes branding on the team car.
Motorsport
Sponsorship & Marketing

Marriott International is poised to extend its long-standing sponsorship agreement with the Mercedes Formula 1 team, SportBusiness can exclusively reveal.
Motorsport
Sponsorship & Marketing

Swiss bank UBS has renewed its sponsorship of the Mercedes Formula 1 Team, despite missing out on a central deal with the motorsports series for next season
Motorsport
Sponsorship & Marketing

Banco Santander has completed a pivot in its motorsport sponsorship strategy by securing a central sponsorship agreement with Formula 1 after opting against a renewal of its Ferrari team deal.
Motorsport

The introduction of a cost cap in Formula 1 encouraged German multinational software company SAP to return to the sport through an agreement with the Mercedes team. 
Motorsport
Sponsorship & Marketing

Uralkali confirms it has "received in full" the payment owed by Haas following the termination of the title sponsorship deal between the two parties.
Motorsport
Sponsorship & Marketing

Peroni Nastro Azzurro and Scuderia Ferrari Formula 1 created an immersive event in London ahead of the British Grand Prix at Silverstone.
Motorsport
Sponsorship & Marketing

Haas Formula 1 has disputed claims made by former title sponsor Uralkali regarding the arbitration ruling on the termination of its contract following the Russian invasion of Ukraine
Motorsport
Finance & Law

Former Haas Formula 1 title sponsor Uralkali, the Russian fertiliser producer, has been awarded compensation by a Swiss arbitration tribunal following the termination of its contract at the outbreak of…
Football
Industry Moves

US sports agency Excel Sports Management has hired UK sports marketer Sean McAuliffe as Excel’s first European-based executive dedicated to its property sales business.
Motorsport
Sponsorship & Marketing

Digital consultant and software development firm Globant has agreed an Official-Partner-level deal with Formula 1 that will see it overhaul the motorsport’s mobile fan application and the pit wall system used by teams.
Motorsport
Sponsorship & Marketing

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.
Multiple Sports
Sponsorship & Marketing

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…
Motorsport
Events

MotoGP will continue to be run as a separate business to Formula 1 and there is unlikely to be any bundling of the media or sponsorship rights to the two properties following Liberty Media’s acquisition of the motorcycling series.
Motorsport
Sponsorship & Marketing

McLaren Racing has extended its sponsorship agreement with British American Tobacco (BAT) despite having previously faced criticisms for the association.
Motorsport
Finance & Law

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
Motorsport
Sponsorship & Marketing

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.
Motorsport
Sponsorship & Marketing

The 2024 season of Formula 1 gets underway in Bahrain this weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed deals completed by the sport's 10 teams during the offseason.