Motorsport

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.

The 2024 season of Formula 1 gets underway in Bahrain this weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed deals completed by the sport's 10 teams during the offseason.

Formula 1 has seen its annual revenue grow to $3.22bn (€2.97bn), with the impact of its new Las Vegas Grand Prix particularly impacting its fourth quarter results as operating income rose by 164 per cent year-on-year.

Formula 1’s longest-standing central sponsor, logistics company DHL, has renewed its contract with the series.

All 10 Formula 1 teams are in a pre-season race to secure sponsorship agreements ahead of the new campaign, prompting a deluge of deals to roll in over the course of the week

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.

Renault-owned Alpine Motorsports has signed up watchmaker H. Moser & Cie. in its first all-encompassing global sponsorship agreement

Andretti Cadillac's application to join Formula 1 in 2025 or 2026 was rejected by the organisation's management following concerns from the 10 existing F1 teams over the dilution of commercial revenues

Formula 1 team Ferrari has extended its agreements with audio brand Bang & Olufsen and CEVA Logistics and also signed up Peroni as a sponsor

SportBusiness Sponsorship talks to Jeff Mahony, chief executive of NEFT Vodka, about the brand's recent sponsorship agreement with the newly-named Visa Cash App RB F1 team.

The title rights to the Red Bull-owned Formula 1 team formerly known as AlphaTauri have been acquired by digital and mobile payment network Visa and fellow financial services company Cash App

Spanish beer brand Estrella Galicia has rejoined the McLaren Racing sponsorship portfolio after the expiry of its deal with Ferrari. It will be the organisation's non-alcoholic Estrella Galicia 0

The Sauber-owned Formula 1 team has expanded its association with streaming platform Kick to integrate the brand within its team name from the 2024 season

Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.

Castore has made its first entry into Nascar via an agreement with the Hendrick Motorsports team.

Global tyre company Hankook Tire has been selected as the new tyre sponsor of the World Rally Championship (WRC) from 2025, the International Automobile Federation (FIA) has announced.

Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.