Interesting Formula 1 team sponsors in 2023

While Verstappen has taken a handed lead this year, and Sergio Perez isn’t far behind, there’s been huge intrigue as the Hamilton era ends.

Fernando Alonso, for example, has delighted fans—even those who weren’t sure how to feel about Aston Martin’s sudden return to the racing series. Meanwhile, Ferrari’s new management hasn’t been able to capitalize on the talent of Charles LeClerc or Carlos Sainz Jr. Off the track, there’s been plenty of change, as well.

Following Netflix’s release of Drive to Survive, sports fans worldwide glommed on to F1. But they weren’t alone; with thousands of new fans came hundreds of new sponsorships (and even a few new Grand Prix races).

These have also helped enliven the series and change its trajectory. Let’s take a look at some of this year’s most interesting—and fitting—constructor sponsors. First up: Red Bull Racing.

One of the most interesting sponsorships comes from a partnership between Red Bull Racing and Pokerstars, the world’s leading virtual poker brand.

Since the early 2000s, the company has innovated the way people play poker remotely worldwide, including VR games, home games for friends, and live dealer games. But how do F1 racing and poker fit together?

Together, the brands are shining a light on the intersection of F1 racing and poker. Recently, Pokerstars launched a video series titled ‘Between the Lines’, in which drivers and poker pros share their experiences. Though F1 and poker are wildly different, it turns out that there’s a lot of crossover in terms of mental fortitude and vision.

Ferrari may be struggling to capitalize on the tracks, but that doesn’t mean the Scuderia has lost touch with its identity. In fact, the racing brand has some of the most luxurious sponsors in the racing series. In particular, its partnerships with Ray-Ban Sunglasses and Giorgio Armani stand out as particularly relevant.

Ray-Ban has its own Ferrari line of sunglasses and accessories, including the RB4302M Ferrari—which is a bestseller of 42 specific Ferrari-branded products.

Giorgio Armani has a similar line, which means that Scuderia fans can arrive at a Grand Prix fully decked on in high-class Ferrari apparel. Like Red Bull and Pokerstars, the fit is natural and appealing—especially considering Ferrari’s reputation for extravagance.

For those who don’t dabble in massive investments and market research, Deloitte is one of the world’s leading ‘professional services’ brands, typically used for auditing and consulting.

The company has offices around the world and consultants who specialize in just about any topic. So, what’s it doing with McLaren, one of F1’s most up-and-coming constructors?

Poised to become one of F1’s most promising constructors, there’s one thing McLaren could use: a push in the right direction.

To gain an edge, McLaren is relying on Deloitte to help it forge ahead of its competitors. The multi-year agreement will see Deloitte put all of its data-driven analytical tools to the test in order to help improve the constructor’s chances of podium finishes.

Those who follow Formula One are aware that Tik Tok has taken off as one of the most transparent sponsors of the entire series.

However, Aston Martin has also penned a separate sponsorship deal with the social media brand. The goal here is to help promote Aston Martin, a relatively new constructor, to return to the racing series.

The mission looks straightforward enough: use Tik Tok’s short-form video platform to help launch Aston Martin into the stratosphere for new and especially younger fans.

Though Tik Tok isn’t quite as prevalent as other sponsors for Aston Martin, it’s clearly part of a longer-term promotional plan. With Alfonso cutting ahead of the competition this year, Tik Tok has been a fantastic tool to highlight the constructor’s latest victories.