Motorsport

Motorsport
Sponsorship & Marketing

Swiss bank UBS has renewed its sponsorship of the Mercedes Formula 1 Team, despite missing out on a central deal with the motorsports series for next season
Motorsport
Sponsorship & Marketing

Formula 1 is understood to be on the verge of a major new multi-brand sponsorship agreement with French luxury goods giant LVMH.
Motorsport
Sponsorship & Marketing

Honda Racing has identified a prospective lead sponsor for its factory Honda MotoGP team after the announced exit of long-term title sponsor Repsol, SportBusiness understands.
Motorsport
Sponsorship & Marketing

Technology company Lenovo has expanded its agreement with Formula 1 in the latest sports sponsorship move which includes promotion of its Motorola smartphone brand.
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

Banco Santander has completed a pivot in its motorsport sponsorship strategy by securing a central sponsorship agreement with Formula 1 after opting against a renewal of its Ferrari team deal.
Motorsport
Sponsorship & Marketing

Formula 1’s Scuderia Ferrari is in advanced talks with French drinks company Pernod Ricard regarding a new sponsorship agreement, SportBusiness understands from multiple sources close to the negotiations.
Motorsport
Sponsorship & Marketing

Italian banking firm UniCredit has been announced as a new partner of Formula 1 team Scuderia Ferrari in a multi-year deal after Spanish bank Banco Santander chose not to renew its sponsorship at the end of the 2024 season.
Motorsport
Sponsorship & Marketing

Digital consultant and software development firm Globant has stepped up its presence in Formula 1 by agreeing a sponsorship deal with Williams Racing.
Motorsport

The introduction of a cost cap in Formula 1 encouraged German multinational software company SAP to return to the sport through an agreement with the Mercedes team. 
Motorsport
Sponsorship & Marketing

Uralkali confirms it has "received in full" the payment owed by Haas following the termination of the title sponsorship deal between the two parties.
Motorsport
Sponsorship & Marketing

American Express is in advanced discussions to become a second-tier Official Partner of Formula 1 as it closes in on a deal that would upgrade its existing regional sponsorship, SportBusiness understands. 
Motorsport
Sponsorship & Marketing

Peroni Nastro Azzurro and Scuderia Ferrari Formula 1 created an immersive event in London ahead of the British Grand Prix at Silverstone.
Motorsport
Sponsorship & Marketing

Adidas is close to landing a deal with the Audi F1 team, which would mark its second agreement in the Formula 1 market with a major German manufacturer, SportBusiness can reveal.
Motorsport

Cato Networks sponsors the Tag Heuer Porsche Formula E team because it believes the electric racing series is able to connect it to a network of managers and leaders from the IT sector.
Motorsport
Sponsorship & Marketing

Mastercard’s lengthy consideration of the F1 market has seen it enter into an agreement with McLaren Racing to become a ‘major sponsor’, following a process that saw several F1 teams jostle for Mastercard’s signature.
Motorsport
Sponsorship & Marketing

SportBusiness understands Red Bull will adorn the livery of a yet-to-be decided team next year in addition to an already-announced partnership with Extreme H as its official energy drinks partner.
Motorsport
Industry Moves

Ellie Norman is to leave her executive role at Manchester United to join electric motor racing's Formula E as chief marketing officer, while the Premier League club's chief executive of alliances and partnerships,…