In recent years, the relationship between Formula 1 teams and their partners has evolved into a symbiotic collaboration beyond just having a logo on a car. Technical alliances, engineering expertise, and AI innovations have become more prevalent, while brand awareness remains crucial for sponsors entering the series, as highlighted by the 2025 Global F1 Fan Survey with over 100,000 responses.
A wide range of brands, from luxury fashion labels to energy drink companies, are now involved with F1, teams, and drivers, showcasing the diverse sponsorship spectrum within the championship. The survey underscores the growing popularity of F1 and the positive impact sponsorship has on fans, influencing their product preferences and creating brand receptivity, especially among Gen Z and new fans.
Engagement with F1 fans, through platforms like social media and Netflix’s Drive to Survive, has strengthened loyalty to teams and drivers, enhancing the association and perception of brands involved in the sport. F1, with its authenticity and cultural relevance, offers a compelling platform for global brands, demonstrated by partnerships with companies like LVMH and the diversification of the partnership portfolio to include brands like Disney, LEGO, and KitKat.
Furthermore, the collaboration between F1, teams, and diverse partners such as adidas, Chivas Regal, and Sonic the Hedgehog has contributed to the series reaching a record-breaking sponsorship revenue of over $2 billion in 2024, signaling the attractiveness and effectiveness of being associated with F1 and its passionate fan base as illustrated in the Global F1 Fan Survey.
