Motorsport

The Formula 1 team sponsorship market is more dynamic than ever as brands from the banking, financial services and fast-moving consumer goods sectors are beginning to align themselves with the prestige and glamour of the motorsport.

The 2024 Motorsport Data Snapshot analyses new sponsorship deals and extensions announced by Formula 1, Formula E and MotoGP.

Hewlett-Packard has taken one of the biggest ticket sponsorship items in Formula 1 off the market in its recent title sponsorship agreement with Scuderia Ferrari.

Penske Entertainment has widened its already broad portfolio of IndyCar Official Partners in a sponsorship agreement with US-based digital technology group Cisco.

Darren Guccione, chief executive, of cyber security firm Keeper Security, explains the decision to sponsor the Williams Racing F1 team.

Formula E CEO Jeff Dodds says the electric series has offset the loss of sponsors like Heineken, Hugo Boss and Tag Heuer at the end of last season with new sponsorship and supplier deals with Infosys, PIF and Bridgestone.

Formula E has signed its second successive sponsorship deal in the artificial intelligence (AI) category in the space of two months, announcing a three-year agreement with Infosys.

Buy-now-pay-later application Zip marked its first foray into sports sponsorship when it became title sponsor of this June’s Nascar Xfinity Series race at Sonoma Raceway. US marketing chief Jinal Shah says the company is just getting started

US sports agency Excel Sports Management has hired UK sports marketer Sean McAuliffe as Excel’s first European-based executive dedicated to its property sales business.

Williams Racing is looking to secure a new title sponsor in time for the start of the 2025 Formula 1 season, SportBusiness can reveal. 

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.

Formula 1 has bolstered its commercial team with the hiring of Joel Seymour-Hyde, who joins as head of partnership management, having departed his role as managing director, UK at Octagon in December last year. 

McLaren Racing will be sporting a new brand on its car at the upcoming Miami Grand Prix after signing up e-commerce platform eBay as its latest sponsor

The sponsorship inventory secured by American Express for the all-female racing series F1 Academy builds upon the financial services company's wider sponsorship of Formula 1 as the official payments partner in the Americas.

Melissa Noakes, head of sponsorship and events for Santander UK, explains how the banking brand leverages global sponsorship assets at a national level and why the brand ceased its sponsorship activities in football.

MasterCard is preparing for a sponsorship showdown at the Miami F1 Grand Prix, with four top teams in the hunt for a huge cash injection from the payment services giant.  

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.

Nascar has announced beverage company Liquid Death as an official partner of the motorsport series, making the drinks brand its first 'official iced tea sponsor'