Major Motorsports Sponsorships and How They Work

By signing sponsorship deals, teams receive financial support, allowing them to devote more resources and time to finetuning their vehicle and making the most of the latest technology.

As the most popular and well-known motorsport, Formula 1 attracts the biggest brand partnerships. In 2026, total F1 sponsorship spending is expected to exceed $3 billion, with technology companies such as Oracle and HP leading the way in terms of the size of their partnerships. But how exactly do these deals work, and what value do they bring to the brand and the team?

The F1 attracts a wide range of interest from companies based in a variety of industries, including technology and software, automotive and oil, luxury goods and financial services.

 Multiple companies can form brand partnerships with the same F1 team, as there are lots of different types of sponsorship deals. Each deal provides its own unique benefits, and the cost of such a partnership will vary depending on the exposure it provides the brand.

Typical types of sponsorships seen in F1 include:

·         Title sponsorships – The title sponsorship is the most valuable partnership available in F1, as it includes the brand in the team’s official name. For example, Oracle Red Bull Racing. This sponsorship also includes livery branding across the team’s car, including the side pods, engine cover and rear wing.

·         Technical partner – Technical partners are closely linked to the team’s performance, providing specialised technology and services to teams. This not only provides brand exposure but also allows a company to test its products in extreme conditions. Examples include the use of specialised fuel or lubricants, or data analytics software.

·         Global partner – Global partners sponsor the F1 itself rather than a specific team, which gives them access to race naming rights, trackside advertising and other benefits.

·         Regional partner – Regional partners target a specific market or region, for example, only appearing during the Singapore Grand Prix. This allows a brand to manage the cost of the partnership and tailor their marketing to a specific region.

·         Driver sponsors – Many brands also form partnerships with the drivers themselves, sometimes getting logo placement on helmets or racing suits, as well as endorsements on social media.

When brands form partnerships with the F1, they gain global exposure to millions of fans and viewers, alongside the potential prestige of being partnered with a world championship-winning team.

Formula 1 has a massive global audience, with an estimated 927 million people registered as fans during the 2025 season. The average race saw 60 million live viewers, with a total of 6.7 million attending in person.

By partnering with the F1, a specific team or a driver, brands can increase engagement from these fans. Not only do they gain exposure to millions of people, but it’s also possible to form stronger brand loyalty by targeting fans.

By partnering with the F1, brands are also associating with the pinnacle of motorsport. Customers are more likely to have a positive perception of a brand that’s linked to a high-profile and successful F1 team. It suggests that the brand offers high-quality and innovative products or services.

By signing brand partnerships, F1 teams can bring in additional revenue, which is used for development and operational costs. In addition, technical partnerships may provide specialised services and products that boost car performance, leading to better results.    

1.      Marlboro and Ferrari – Perhaps one of the most iconic partnerships in F1, this deal saw the tobacco brand featured on Ferrari liveries as the major sponsor between 1993 and 2011. From 1997, a title sponsorship was also established, changing the team’s name to Scuderia Ferrari Marlboro. This had followed the brand previously sponsoring McLaren for 22 years. However, the iconic partnership ended due to new sponsorship regulations that banned cigarette brand partnerships.

2.      Stake Sauber – The Swiss race team Sauber Motorsport signed a title deal with the casino and betting brand Stake for the 2024 and 2025 seasons before the team was taken over by Audi. Casino and betting partnerships have gained popularity in motorsports, as there’s a chance for the brand to increase engagement by running promotions or offering racing-themed games. With sites like Megaways Casino adding sports-themed games for their audiences to enjoy, there are a lot of crossovers between fans for brands to make the most of.

3.      Coca-Cola and NASCAR – In 1998, NASCAR formed an official partnership with the soft drink brand Coca-Cola. The long-running sponsorship deal includes naming rights of one of the biggest races of the season, the Coca-Cola 600 at Charlotte Motor Speedway. Additionally, the brand has partnered with several drivers, creating the Coca-Cola Racing family, while also offering fan-focused experiences at races.