Formula One

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Formula One team McLaren Racing has raised more than £10m (€11.6m/$12.9m) through new deals with British American Tobacco and US soft drink giant Coca-Cola, according to industry sources.

Kenyan bookmaker SportPesa is paying $8m (€7.1m) in year one of its two-year title sponsorship deal with Formula One team Racing Point, and $12m in year two, SportBusiness Sponsorship has learned.

Italian carmaker Alfa Romeo is understood to have paid an extra $5m (€4.4m) per year to upgrade from title sponsor of the Sauber Formula One Team to full team rights.

Tobacco giant Philip Morris International is paying $180m (€158m) per season to sponsor the Scuderia Ferrari Formula One team, according to sources close to the deal.

Scott Branch, CSM’s head of marketing communications, Motorsport, reviews the 2018 Formula One season and highlights what we can expect in 2019

The future of Petrobras’ sponsorship deal with Formula One motor-racing team McLaren has come under further doubt after Brazil’s President, Jair Bolsonaro, claimed that he has directed that the oil com…

Formula One’s Alfa Romeo Racing team has signed up its first betting partner – the Betsson Group of sports betting and casino gaming sites – in a Europe-only deal. A

Formula One team McLaren Racing has signed a long-term commercial partnership with technology and innovation company Arrow Electronics

Google-owned navigation app Waze has signed a new partnership with the 2019 French Grand Prix

Features

SportBusiness Sponsorship understands there was a small increase in the value of Pirelli’s renewed deal as Formula One’s sole tyre supplier, signed last month.

Amazon Web Services, the cloud computing subsidiary of Amazon

The City of Miami Commission has voted in favour of plans for a Formula One Grand Prix to be held in downtown Miami from the 2019 season

Find out how the range of deal values between Formula 1 and Formula E compares and whether the gap is narrowing in this SportBusiness Sponsorship data report.

Logistics brand DHL has renewed its global partnership with Formula One at an increase on the previous agreement.

Dell Technologies is using sports sponsorship to grow awareness of the brand and its products and services following its creation in the merger of personal computer brand Dell and the EMC software brand…

The McLaren Formula One team has signed a multi-year partnership with Dell Technologies – the first global partnership made by the company since its merger with EMC in 2016.

Sports Sponsorship Insider invited Scott Branch, head of communications, Motorsports at the CSM Sport & Entertainment, to look back on the Formula One season and highlight five things the agency learned from the series' first year under new owners Liberty Media.

Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond. 

Global logistics company United Parcel Service (UPS) has renewed its sponsorship agreement with Formula One team Scuderia Ferrari in a four-year deal, from 2018 to 2021.

US consumer electronics brand Logitech and Asian broadcaster Star Sports this month joined McLaren-Honda Formula One under multiyear agreements as the team seeks to expand portfolio during the 2017 series.

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.

Price and racing performance were the driving factors in the transfer of sponsorship loyalties by two brands from the McLaren Honda Formula One team to Red Bull Racing in the last 12 months

Luxury design brand Felio Siby signed as the Official Lifestyle Partner of Formula One team Force India this year to drive barnd awareness and sales of its limited edition watches.

Emergent Formula One racing team Sahara Force India was able to carve out a one-race deal with on-car branding for the US clothing company Levi's because the logo rights were transferred from United Breweries, the drinks company part-owned by the team's principal Vijay Mallya.