Aston Martin sells exclusive Formula 1 naming rights amid financial trouble

The British luxury carmaker, facing tariff pressures and weak demand in North America and China, also warned on Friday of a bigger annual loss than the market expected, hitting its shares which fell more than 4%.

The company said the perpetual naming rights deal with AMR GP Holdings, which operates its Formula One racing team, would "enhance the group's liquidity position".

Aston Martin has been trying to shore up capital throughout the year, including a $162 million injection from Chairman Lawrence Stroll and a deal to sell its stake in his F1 team in March.

Known as the car driven by James Bond, the carmaker cut back its spending on developing new vehicles in October, citing "extremely subdued" Chinese demand and broader sector pressures in the UK.

Aston Martin shares were down 4.4% at 57 pence by 0842 GMT.

The F1 branding rights deal will require shareholder approval as a related‑party transaction involving Stroll, who indirectly controls AMR GP.

Shareholders representing 54% of the company, including Stroll's Yew Tree Consortium, Geely and Mercedes-Benz, have given binding commitments to vote in favor of the naming rights sale.

Ahead of its scheduled annual results on February 25, Aston Martin on Friday said it delivered nearly 10% fewer cars this year, hurt by fewer high-margin special deliveries in the year.

The company expects an adjusted operating loss slightly below the lower end of market consensus of a loss between 139 million pounds and 184 million pounds ($187.07-$247.35 million), according to company-compiled consensus.

Aston Martin said it continues to expect material improvement in 2026 driven by around 500 deliveries of its Valhalla hypercar model and ongoing cost-cutting measures.

The Aston Martin F1 Team issued a statement on Friday confirming the deal. The statement said: "The Aston Martin name will be forever etched into the future of Formula One following the announcement today that Aston Martin Aramco Formula One™ Team has agreed to acquire the exclusive right to use the iconic automotive company's name, logo and branding in perpetuity for its Formula One™ operations.

"Pursuant to a new naming rights agreement, the Aston Martin brand can be used in the team name 'Aston Martin F1 Team', and for the 'Aston Martin' chassis name.

"Under the leadership of Executive Chairman, Lawrence Stroll, this latest acquisition further solidifies the team's commitment to Formula One™ and ensures the Aston Martin name remains firmly part of the sport's future."

Stroll commented: "Today's acquisition represents an important step in our team's journey and underlines our commitment to Formula One's exciting future.

"This agreement further strengthens our position as we push to win World Championships in the future, and I couldn't be prouder to be leading this iconic British institution on the road and the track."