Formula 1

Motorsport

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

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

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

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

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

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

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.
Motorsport

MoneyGram says its title sponsorship agreement with the Haas Formula 1 team allows it to tell a story about its digital payment capabilities and reach consumers in markets where it derives 70 per cent of its revenues.
Motorsport

The title rights to the Red Bull-owned Formula 1 team formerly known as AlphaTauri have been acquired by digital and mobile payment network Visa and fellow financial services company Cash App
Motorsport

Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.
Motorsport

Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.
Motorsport

Rolex has secured the title sponsorship rights to next year’s Australian Grand Prix as part of its existing Global Partner deal with Formula 1.
Motorsport

Red Bull Racing’s sponsorship agreement with Oracle continues to be the most lucrative team title sponsorship agreement in Formula 1, according to analysis by SportBusiness Sponsorship.
Motorsport

German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.
Motorsport

Manchester-based e-commerce and consumer goods company THG has appointed the Right Formula agency to activate its new sponsorship agreement with the Williams Formula 1 team.
Motorsport

Formula 1 will generate $445m (€410.1m/£358.1m) in central sponsorship income this year, an increase of 18.9 per cent on the $374m it generated in 2022.
Motorsport

SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.
Motorsport

German motor oil manufacturer Liqui Moly has extended its central sponsorship deal with Formula One – the pinnacle of the brand’s sponsorship activities across multiple sports.