Motorsport
Alpine opens new category with Modo, Haas adds sponsors
The Renault-owned Alpine Formula 1 team has engaged with a new segment of the gambling sector via a new deal with Modo Casino, while rival team Haas has added two new sponsors
Red Bull’s portfolio looking tidy after Neat signing
Red Bull Racing continues to build its portfolio for the 2025 Formula 1 season with Norwegian video technology company Neat becoming its latest signing.
EXCLUSIVE: AvaTrade to switch F1 focus to Red Bull Racing
Aston Martin sponsor AvaTrade will make the switch to Red Bull Racing for the 2025 F1 season, SportBusiness can reveal.
Pernod Ricard’s Ferrari talks result in Chivas Regal deal
After investing in future Ferrari driver Lewis Hamilton's drinks brand, Pernod Ricard has secured a deal that makes its Chivas Regal brand a sponsor of the F1 team.
‘No Place like Chrome’ – Google Chrome and McLaren F1
Google Chrome activated its McLaren F1 sponsorship rights by engaging both avid and casual fans of the motorsports series at the Austin and Las Vegas Grands Prix.
FIA seeks new World RX promoter
The International Automobile Federation (FIA) has launched a tender process to replace Rallycross Promoter as the World Rallycross Championship (World RX) promoter.
KitKat latest F1 sponsorship signing
Formula 1’s sponsorship portfolio continues to grow for next year with the signing of Nestlé-owned chocolate brand KitKat.
Ferrari enlists IBM for tech, data services
Formula 1's Scuderia Ferrari is seeking to better connect with younger fans after signing a multi-year sponsorship with IBM.
Ferrari, Williams extend and expand with oil duo
Scuderia Ferrari has renewed its agreement with Shell, extending one of its most prominent technical and commercial relationships, while Formula 1 rival Williams Racing has signed an expanded deal with Gulf Oil.
Amex finalises F1 sponsorship upgrade
American Express has added a host of experiential rights to its Formula 1 sponsorship after finalising its upgrade from a regional deal to a multi-year global agreement.
Sainz signing helps fuel Kraken’s Williams expansion
Cryptocurrency exchange Kraken has expanded its sponsorship of F1’s Williams Racing in the wake of the team’s high-profile signing of Spanish driver Carlos Sainz.
AT&T adds on-car branding to Red Bull Racing deal
AT&T has announced an expansion to its sponsorship deal with Red Bull Racing that for the first time includes branding on the team car.
‘Expect to see a lot more in 2025’ | Mayur Gupta, Kraken
Mayur Gupta, chief marketing officer for cryptocurrency exchange Kraken, explains why the company sponsors properties like Tottenham Hotspur, Atlético Madrid and the Williams F1 team.
F1 subject of fake Asian betting sponsor claim
Formula One has been the subject of false claims by an Asian online casino over a regional sponsorship deal, SportBusiness understands.
F1 secures landmark 10-year LVMH sponsorship
Formula 1 has secured the longest central sponsorship agreement in its history after finalising a 10-year contract with French luxury goods giant LVMH.
Bridgestone exits IOC deal to focus on motorsports
Bridgestone has become the latest Japanese brand to exit the IOC's Olympic Partner (TOP) programme, announcing in a statement that it is shifting its focus to ‘endemic motorsports platforms’ and ‘sustainable mobility’.
EXCLUSIVE: Marriott poised to extend Mercedes F1 deal
Marriott International is poised to extend its long-standing sponsorship agreement with the Mercedes Formula 1 team, SportBusiness can exclusively reveal.
Chiliz launches crypto sponsorship agency
Chiliz Group, the owners of the Socios fan token business, is launching Chiliz Sports, an independent agency to help cryptocurrency brands identify partnership opportunities with sports properties.