Formula One Group

Motorsport

Formula 1 is understood to have held talks with brands including UBS and HSBC before landing on a deal with Spanish bank Santander.
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

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.
Football

Chelsea Women's new commercial director Zarah Al-Kudcy describes the sponsorship proposition for the reigning WSL champions and the differences from her previous role as head of commercial partnerships at Formula 1.
Motorsport
Sponsorship & Marketing

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
Sponsorship & Marketing

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
Sponsorship & Marketing

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

Formula 1 will generate $445m in central sponsorship income this year, according to SportBusiness Sponsorship's 2023 Motorsport Data Snapshot. The data report also looks at the commercial landscape in MotoGP and Formula E.
Motorsport
Sponsorship & Marketing

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.
Motorsport

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.
Motorsport

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.
Motorsport
Sponsorship & Marketing

Video-on-demand subscription service Paramount+ has agreed a multi-year deal to become an Official Partner of Formula 1
Motorsport
Sponsorship & Marketing

Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken
Motorsport
Sponsorship & Marketing

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…
Motorsport

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.
Motorsport
Sponsorship & Marketing

Qatar Airways is set to be announced as the new airline sponsor of Formula 1, ousting incumbent Emirates to secure the rights
Motorsport

The US-based Haas Formula 1 team's title sponsorship deal with money transfer platform MoneyGram is the fourth biggest title deal in the sport. Matthew Williams talks to Moneygram's chief marketing officer Greg Hall to understand the rationale behind the deal.
Motorsport
Sponsorship & Marketing

Formula 1 is lining up a new airline sponsor after renewal discussions with Dubai-based carrier Emirates broke down over the asking price, SportBusiness can exclusively reveal