Motorsport
Red Bull Racing and Bacardi place focus on Perez-linked Patrón brand in new deal
Red Bull Racing has opened up a new sponsorship category in an agreement with drinks company Bacardi
F1 renews top-tier MSC Cruises deal
Formula 1 has extended its agreement with top-tier sponsor MSC Cruises, continuing the global deal until the end of the 2026 season
Puma to ‘drive brand heat’ with new F1 deal
Formula 1 has agreed a multi-year deal with Puma, making the German sportswear and equipment manufacturer an official provider of the motor-racing championship
AFA to get Indy 500 exposure as part of wider US commercial push
The Argentinian Football Association (AFA) will have a brand presence at this month's Indianapolis 500, the flagship race of the IndyCar motor racing season, as part of wider plans to grow its commercial…
DXC Technology adds Ferrari to sponsorship portfolio
Global technology services company DXC Technology has agreed a sponsorship deal with Formula 1 motor-racing team Scuderia Ferrari
McLaren Racing secures Reiss, Miami GP signs up Draiver
McLaren Racing has signed up fashion brand Reiss to its sponsorship portfolio in a multi-year agreement that makes the company the Official Travel Wear Partner of McLaren’s Formula 1 team.
AutoNation to sponsor Alpine F1 at Miami Grand Prix
Automotive retailer AutoNation is entering Formula 1 team sponsorship for the first time through a deal with Alpine for the 2023 Miami Grand Prix on May 5-7
Miami Grand Prix adds Viva to sponsorship portfolio
South Florida Motorsports has signed up telco Viva as a Founding Partner of Formula 1’s Miami Grand Prix.
NASCAR deal is PrizePicks’ first with a major US league
North American fantasy sports operator PrizePicks has landed its first sponsorship deal with a major US sports competition, signing a multi-year agreement with NASCAR to become its official fantasy sports…
Cross-promotional benefits accrue to F1 in Paramount+ sponsorship deal
Stars from shows on Paramount+ will make appearances at Formula 1 races as part of the streaming platform’s two-year Official Partner agreement with the motor racing series. Ben Cronin reports.
Paramount+ becomes Formula 1 Official Partner
Video-on-demand subscription service Paramount+ has agreed a multi-year deal to become an Official Partner of Formula 1
Virgin Hotels named sponsor of East Harmon Zone at Vegas GP
Virgin Hotels Las Vegas has announced that it will be the official entitlement sponsor of the East Harmon Zone at the Formula 1 Las Vegas Grand Prix
Ferrari adds energy drink Celsius as latest sponsor
Energy drink Celsius, the beverage arm of global packaged foods company Celsius Holdings, has agreed a sponsorship deal with Scuderia Ferrari to become the exclusive energy sponsor for all 2023 US Formula…
Williams hires UFC’s Asencio as chief revenue officer
Formula 1 team Williams Racing has hired Ultimate Fighting Championship (UFC) executive Paul Asencio to lead its commercial and marketing operations as chief revenue officer
RTIC Outdoors becomes NASCAR sponsor in multi-year deal
RTIC Outdoors has become the official cooler and the official drinkware of NASCAR in a 'multi-year' agreement
NBA’s Rossomondo succeeds Arroyo in Dorna Sports CCO role
Dorna Sports, the commercial rights-holder of the MotoGP motorcycling championship, has recruited the National Basketball Association’s Dan Rossomondo as its new chief commercial officer.
ROKiT launches fresh legal claim in Williams sponsorship battle
The ROKiT conglomerate has launched a fresh legal claim against Williams Racing, claiming compensation in excess of $149.5m (€137.2
McLaren expands OKX sponsorship deal
McLaren Racing has expanded its sponsorship deal with cryptocurrency exchange OKX, with the brand securing an increased presence on its Formula 1 MCL60 team car