Business Wrap: From Vodka to Fan Zones, Formula 1 deals buzzing
F1 NewsFriday, 07 March 2025 at 07:30
From Vodka to Fan Zones it's been a busy week of announcements and deal-making in Formula 1, ahead of the 2025 season-opening Australian Grand Prix weekend in Melbourne next weekend.
Notably, ahead of this 2025 F1 season - the 75th anniversary of the World Championship under FIA governance - dealmaking seems to be a record high. The email press releases we receive daily is remarkable and signal good times for the sport at the highest level.
Everyone wants a piece of the action it seems, no doubt also greatly influenced by the fact that has all the hallmarks of a great season, battles between teammates all seeking the top prize. One could venture, after Bahrain F1 Testing half a dozen drivers or candidates if the stars align for them.
Meanwhile, the bucks keep coming in with last week's announcements summarised below.
Sauber partners with cybersecurity firm Admin By Request
Stake F1 Team KICK Sauber has announced a partnership with cybersecurity company Admin By Request, expanding its commercial reach into the IT security sector. The deal aims to leverage Formula 1’s global platform to enhance the visibility of Admin By Request, which operates in over 160 countries.
The collaboration will include digital activations, social media campaigns, and fan engagement initiatives. Admin By Request sees parallels between F1’s focus on precision and data management and its own cybersecurity solutions.
Stefano Battiston, Sauber’s Chief Commercial Officer, described the deal as aligning the brands’ global platforms, reinforcing excellence and innovation. Admin By Request CEO Lars Sneftrup Pedersen said the partnership was an opportunity to engage IT decision-makers and expand brand recognition in a fast-paced, technology-driven environment.
Alpine extends sim racing partnership with Trak Racer
BWT Alpine F1 Team has renewed its partnership with Trak Racer, continuing their collaboration on high-performance sim racing technology. The extension follows the success of the Alpine Racing TRX simulator and will introduce the Replica BWT Alpine Formula One Team Steering Wheel.
Trak Racer has been a key player in the sim racing market since 2008, producing hardware trusted by esports professionals and real-world racing drivers. Alpine Sim Racing and Trak Racer aim to push the boundaries of esports performance, with the new steering wheel designed to enhance realism and precision for sim racers.
Alpine team principal Oliver Oakes said the renewed deal reflects Alpine’s commitment to innovation in both real and virtual racing. Trak Racer founder Matt Sten highlighted the partnership’s role in delivering industry-leading products that bring fans closer to the F1 experience.
Belvedere becomes Formula 1’s first official vodka partner
Formula 1 has named Belvedere Vodka as its first official vodka partner, expanding its commercial relationship with LVMH. The partnership will debut at the 2025 Australian Grand Prix, where Belvedere will host an official after-party featuring high-profile DJs.
The collaboration will also see Belvedere served in premium F1 hospitality areas, including the Paddock Club and team garages. F1 CEO Stefano Domenicali said the deal aligns with the sport’s pursuit of prestige and spectacle, strengthening its decade-long partnership with LVMH.
Belvedere CEO Francois-Xavier Desplancke described the partnership as a natural fit, linking F1’s high-energy environment with the brand’s positioning in luxury spirits.
Williams Formula 1 Fan Zone returns to Melbourne for 2025 season opener
Williams Racing will bring its ‘Atlassian Williams Fan Zone Presented by Kraken’ back to Melbourne for the 2025 Formula 1 season opener. Hosted at Fed Square from 10-16 March, the event offers interactive experiences for fans, including driver Q&As, esports simulators, and merchandise sales.
Visitors can also take part in competitions, test their reaction times, and explore activations from Williams’ partners, including Kraken and Komatsu. Entry requires fans to register via the Atlassian Williams Racing app.
The Melbourne Fan Zone is part of Williams’ wider global initiative to enhance fan engagement. In 2024, more than 200,000 people attended similar events in Miami and London, earning recognition at The Race Awards.
Williams and Michelob ULTRA win SBJ Tech awards for ‘Lap of Legends’
Williams Racing’s ‘Lap of Legends’ project, in partnership with Michelob ULTRA, has won two awards at the SBJ Tech Awards in New York. The initiative, which used artificial intelligence and augmented reality to recreate historic F1 battles, was named Best in AI and Sports Technology of the Year.
The televised event saw Williams driver Logan Sargeant compete against digital recreations of past team legends, including Jenson Button, Jacques Villeneuve, and Nigel Mansell. Advanced AI and AR technology analysed real-world race data to generate realistic virtual opponents.
Williams’ commercial director James Bower said the project exemplified the team’s commitment to innovation and fan engagement. Michelob ULTRA’s vice president of marketing, Ricardo Marques, described the initiative as a first-of-its-kind collaboration that successfully connected fans with the sport’s history.
Pirelli to be MotoGP's sole tyre supplier from 2027
Formula 1's exclusive tyre supplier, Pirelli will also become MotoGP's sole tyre supplier on a five-year contract from 2027, the motorcycle racing organisation said on Thursday.
Pirelli, which already supplies tyres for Moto2 and Moto3, replaces French company Michelin, which has been the premier category's sole supplier since 2016.
MotoGP's technical regulations will change significantly in the 2027 season, with the competition making a switch from 1,000cc to 850cc motorcycles to improve rider safety.
MotoGP said in a statement: "Pirelli will become the official tyre supplier to MotoGP from 2027. A new five-year contract until 2031 inclusive, currently being finalised, will coincide with a new era for the sport as new MotoGP bikes and technical regulations debut in 2027. The strategy of having a single supplier in the paddock will provide the perfect development ladder for the champions of tomorrow to hone their craft on their way to the top."
Italian company Pirelli already supplies tyres to Formula 1, whose owners Liberty Media last year announced a takeover of MotoGP's parent company Dorna. The acquisition is being investigated by the European Commission.
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