Formula One

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Motorsport
Engineering

The Infiniti Engineering Academy – Infiniti’s global search for bright engineering talent – was created with the Renault F1 team to connect the Infiniti brand with its customers and a global Formula 1 fan audience.
Motorsport
Personal Care

Unilever’s wide-ranging sponsorship of the Williams Racing Formula One Team addressed business needs across the Rexona brand, customer development and the Unilever supply chain.
Motorsport
Agency

When season six of the Formula E Championship gets under way in Saudi Arabia on November 22, there will be a brief overlap with the 2019 Formula One Championship, which ends in Dubai on December 1
Motorsport
Tobacco

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.
Motorsport
Gambling

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.

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Motorsport
Telecommunications

UK-based Formula One team Williams posted a loss in the first six months of 2019 – with a fall in sponsorship earnings contributing to the negative interim results.
Motorsport
Drinks - Soft Drinks

US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect
Motorsport
Drinks - Cider

The Scuderia Toro Rosso F1 Team has signed two new partnerships with Thai brands Moose Cider and PTT Lubricants
Motorsport
Drinks - Soft Drinks

The Haas F1 Team has reached the end of an era with former title sponsor Rich Energy, after the company rebranded itself and forced out controversial founder and chief executive William Storey

Features

Motorsport
Cars/Automotive

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.
Motorsport
Tobacco

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.
Motorsport
Agency

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

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.
Motorsport
Information Technology

Amazon Web Services, the cloud computing subsidiary of Amazon
Motorsport

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
Motorsport

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.
Motorsport
Couriers

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

Motorsport
Information Technology

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…
Motorsport
Information Technology

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.

Motorsport

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.

Motorsport
Drinks - Beer

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. 

Motorsport
Other Industry

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.

Motorsport
Consumer Electronics

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.

Basketball
Information Technology

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

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
Motorsport
Timing

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.
Motorsport
Clothing - Non Sports

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.

Football
Couriers

This summer logistics company DHL renewed a second-tier deal with English Premier League champions Leicester City and added a second-tier agreement with German Bundesliga 2 football club Bochum as the company continues to benefit from its Partner Program, an online portal that supports regional teams when selecting and activating sponsorships.