Motorsport

Motorsport
Sponsorship & Marketing

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.
Motorsport
Sponsorship & Marketing

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'
Motorsport

Red Bull Racing’s recent expansion of its agreement with premium sportswear brand Castore represents a ‘seismic moment’ for the team, according to commercial director Nick Stocker.
Motorsport
Finance & Law

New sponsorship deals have been the main driver of revenue growth for the Mercedes Formula 1 team after it announced record turnover of £546.5m (€640m/$681m) for 2023.
Motorsport
Events

MotoGP will continue to be run as a separate business to Formula 1 and there is unlikely to be any bundling of the media or sponsorship rights to the two properties following Liberty Media’s acquisition of the motorcycling series.
Motorsport
Sponsorship & Marketing

McLaren Racing has extended its sponsorship agreement with British American Tobacco (BAT) despite having previously faced criticisms for the association.
Horse Racing

Jonathan Gregory, the commercial director for the Goodwood Group, describes how its portfolio of horse racing and motorsport events appeal to luxury brands and how it is benefiting from the growth in popularity of F1
Motorcycling
Finance & Law

Dorna Sports’ expected sale to Liberty Media for over €4bn ($4.3bn) offers the potential to generate a host of commercial efficiencies across both Formula 1 and MotoGP in a watershed moment for motorcycling.
Motorsport
Finance & Law

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
Motorsport
Sponsorship & Marketing

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.
Motorsport
Sponsorship & Marketing

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.
Motorsport
Finance & Law

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.
Motorsport
Sponsorship & Marketing

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

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
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.
Motorsport
Sponsorship & Marketing

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

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
Motorsport
Sponsorship & Marketing

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