sports sponsorship
why do brands invest in
Formula 1 sponsorship?
With a global audience of over 1.5 billion and a reputation for speed and innovation, Formula 1 offers brands a unique platform to boost visibility, drive engagement, and align with high-performance values.
global awareness
Formula 1 engages the largest TV audience after football
hi-tech brand values
Synonymous with speed, technology, data and innovation
premium IP
Globally acclaimed Formula 1 competition and team IP
unique experiences
Activate at 20+ races in key markets with world famous paddock hospitality
followed globally
activated locally
At the end of 2024, Formula 1 was named the most popular annual sporting series. It’s become so much more than racing, drawing a global TV audience of over 1.5 billion viewers.
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global Formula 1 TV audience
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average Grand Prix audience
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broadcast markets
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markets in which Drive to Survive reached #1 on Netflix
how Formula 1
sponsorship works
Formula 1 offers various packages from central partners of the sport, to team sponsorship and race partners.
The most popular strategy is partnering with Formula 1 teams, which consists of 70% of total sponsorship spend. These partnerships are tiered and range from naming rights, down to smaller global partnerships, each with different levels of marketing assets tailored to specific objectives.
Alternatively, Formula 1 central partners are available on a global or regional basis. They require larger investments per deal from brands. These partnerships dominate trackside branding and typically include race naming rights.
aligning with
speed & innovation
Brand sponsors, both industry leaders and market challengers, align themselves with Formula 1’s premium IP, synonymous with cutting-edge technology and fast-paced innovation.
Formula 1’s grid has witnessed an influx of Fintech, Crypto, new fashion and Web3 brands due to the sports’ data focus – plus its global race calendar allows brands to build a footprint in local markets and establish credibility with new fans.
Formula 1’s audience is skewing younger and attracting more females due to broader consumption platforms and entertainment-lifestyle content such as Netflix’s Drive to Survive or F1 Academy.
spotlight on
Formula 1
Followed globally, activated locally
The 24 Grand Prix calendar covers established and emerging markets-from Western Europe to the Middle East, particularly UAE and Saudi Arabia, providing an opportunity to be seen global and activate locally.
Reach a young, female audience
41% of Formula 1’s fanbase is female and 16–24-year-olds are the fastest-growing segment. This shift has opened the door to new categories-from fashion and wellness to mobile-first brands.
Premium IP that increases brand recall
Sponsorship unlocks access to Formula 1's IP for use across a brand's ecosystem including web, social, packaging, comms, and activations. Helping to build brand trust, relevance and credibility.
Synergies with hi-tech brand values
Formula 1 is synonymous with precision, speed, innovation, and elite performance-values deeply aligned with modern tech and finance brands.
Premium hospitality experiences
Offers an unparalleled premium experience that foster deep client relationships, reward key stakeholders, and open doors to high-level networking.
how can
SportQuake help you?
Understand your brand goals
Understand your brand goals
As an agency, we start by getting to know your brand – what you’re trying to achieve, what’s standing in the way, and where sport can help.
We work across the full Formula 1 ecosystem: teams, races and drivers. Our discovery phase brings together market analysis, cultural insights and case studies to show you what’s possible both commercially and creatively.
It’s about understanding your goals, inspiring ideas and setting the direction to create the ultimate Formula 1 strategy.
Identify the smartest marketing rights
Identify the smartest marketing rights
We want to deliver a distinct approach for your brand; one that helps you stand out in your category and unlocks growth.
In this phase, we help you understand which marketing rights will deliver against your objectives. From race day branding like track-side assets, car liveries, drivers uniforms and media backdrop to opportunities beyond racing, such as access to talent, Paddock hospitality, social, OTT and digital content.
We put strategic thinking and effective comms planning front and centre of this stage. We also bring you face to face with the team or talent best placed to bring your brief to life for a chemistry meeting.
Secure the optimum contract
Secure the optimum contract
On agreeing strategy and partners, we help you secure the optimum contract – the marketing rights you need, on the best commercial terms.
That includes everything from use of IP, driver access, OOH & retail, B2C experiences, product integrations, CSR opportunities supporting the community and much more.
Formula 1 sponsorship moves fast as a competitive marketplace with opaque pricing. We are champions of fee transparency so throughout this process, you’ll always know what you are paying for and why.
Integrate and tailor bespoke activations
Integrate and tailor bespoke activations
We help integrate sports sponsorship into your wider marketing strategy, aligning with your internal teams, external agencies and wider brand plans. That includes use of IP, co-branded products and on-pack promotions designed to drive impact.
From launch strategy to day-to-day campaign planning and content creation, we support you to ensure your investment delivers from day one.
Measure the success of your sponsorship
Measure the success of your sponsorship
We advise on how to track your sponsorship from brand awareness to shifting perception, building recall, and driving favourability.
By quantifying the halo effect of prominent brand placement, we give you the insight to prove value, optimise performance, and make smarter ongoing decisions with your investment. Plus, we keep you ahead of the game on emerging opportunities in Formula 1, including F1 academy.
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