AB InBev interest prompted Heineken to move fast to renew Formula 1 deal
Heineken was prompted to move fast to renew its Global Partner deal with Formula 1 after finding out rival brewer AB InBev was also interested in securing the rights. Ben Cronin reports.
Cross-promotional benefits accrue to F1 in Paramount+ sponsorship deal
Stars from shows on Paramount+ will make appearances at Formula 1 races as part of the streaming platform’s two-year Official Partner agreement with the motor racing series. Ben Cronin reports.
Paramount+ becomes Formula 1 Official Partner
Video-on-demand subscription service Paramount+ has agreed a multi-year deal to become an Official Partner of Formula 1
Williams hires UFC’s Asencio as chief revenue officer
Formula 1 team Williams Racing has hired Ultimate Fighting Championship (UFC) executive Paul Asencio to lead its commercial and marketing operations as chief revenue officer
ROKiT launches fresh legal claim in Williams sponsorship battle
The ROKiT conglomerate has launched a fresh legal claim against Williams Racing, claiming compensation in excess of $149.5m (€137.2
McLaren expands OKX sponsorship deal
McLaren Racing has expanded its sponsorship deal with cryptocurrency exchange OKX, with the brand securing an increased presence on its Formula 1 MCL60 team car
Kraken signs major Williams Racing sponsorship
Williams Racing has named cryptocurrency platform Kraken as the Formula One team’s first-ever ‘Official Crypto and Web3 Partner’. T
McLaren F1 lands latest US sponsor with Workday deal
McLaren Racing has announced its latest sponsorship agreement with a US-based firm, striking a deal with financial management company Workday
EXCLUSIVE: Formula 1 poised to announce Heineken sponsorship renewal
Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken
EXCLUSIVE: F1 renegotiates ISG betting deal and agrees Supponor virtual advertising tie-up
Formula One has renegotiated its global agreement with the Interregional Sports Group (ISG) covering the marketing of its betting sponsorship rights using virtual advertising technology so that the deal…
Gaming company VGW joins Ferrari F1’s sponsorship front row
The Ferrari Formula 1 team has signed a major multi-year sponsorship agreement with Virtual Gaming Worlds (VGW), a global technology company that specialises in the creation of online social games
Gulf Oil aims for younger audience with Williams F1 deal
As Gulf Oil's sponsorship of McLaren Racing came to its conclusion, the company resolved to remain in the F1 market. It ultimately settled on Williams Racing and the opportunity the team provided to enter esports for the first time.
Qatar Airways finalises multi-year F1 sponsorship
Qatar Airways has announced a multi-year sponsorship deal with Formula 1 that sees it become the 'Global Airline Partner' of the motorsport series
Qatar Airways F1 sponsorship set up at same time as Doha GP hosting agreement
Provisions were put in place for Qatar Airways to become a Global Partner of Formula 1 when the long-term hosting deal that will see 11 Grand Prix hosted in the country’s capital city, Doha, between 2021 and 2032 was agreed with the motorsport.
Heineken furthers F1 presence with Red Bull Racing and Verstappen tie-up
Red Bull Racing has added beer brand Heineken to its sponsorship portfolio in a global deal that focuses on alcohol-free brand Heineken 0
‘It was a title sponsorship or nothing’ | Stake.com looking for impact in Sauber F1 deal
Cryptocurrency casino and sports betting platform Stake.com became title sponsor of the Sauber Group-owned Formula 1 team in January after a process that involved consideration of sponsorship opportunities with seven F1 teams.
Aston Martin adds AvaTrade, Citi and Globe-Trotter to F1 global partner roster
Formula 1 motor-racing team Aston Martin Aramco Cognizant has added three new global partners to its sponsorship portfolio ahead of the 2023 season