Formula 1 Sponsorship: Brands Shift Gears for a New Era

Formula 1 has always been about speed, precision, and high-stakes competition. But in 2025, the sport is racing into a new era—one where global brands are not just sponsors but storytellers, experience-makers and cultural influencers. As F1’s popularity explodes worldwide, brands are shifting from simple logo placements to owning unforgettable moments both on and off the track.

F1’s Audience: Bigger, Broader, and More Diverse

What’s driving this change? Formula 1 has broken out of its traditional motorsport niche to become a global cultural phenomenon. New circuits, fresh racing talent, and expanded entertainment offerings have attracted a massive new fanbase—Gen Z, women, families, and casual viewers are all tuning in. Today, F1 boasts over 820 million fans worldwide, making it one of the most-watched sports on the planet.

The Old Playbook Is Out

In the past, F1 sponsorship was mostly about turnkey rights—fleeting logo appearances on cars, drivers’ suits and hospitality suites for VIPs. While these tactics offered visibility, they rarely created lasting connections with fans. Now, that’s changing fast.

Brands Now “Own the Moment”

Leading global brands are rewriting the rules. Instead of just being seen, they want to be felt. They’re integrating themselves into the very fabric of the F1 experience—on the track, in the stands and even on the big screen. The goal: to “own the moment” and make every fan interaction meaningful.

Take the upcoming film F1: The Movie as an example. Set for release this month, it features a star-studded lineup of brand partners like IWC, Puma, Tommy Hilfiger, KFC, Heineken, SharkNinja, Geico and Marriott. These brands aren’t just visible—they’re woven into the story, appearing in character costumes and on set making their presence part of the entertainment itself.

Beyond Awareness: Building Lasting Engagement

This new era of sponsorship is about much more than awareness. Brands are using F1 as a live, sit-forward arena to build salience, recruit new audiences and extend their core platforms in creative ways. Whether it’s immersive fan zones, exclusive digital content, or branded entertainment, the focus is on creating personal, relevant and memorable experiences for millions of viewers.

Mainstream Yet Personal

One of the most fascinating things about F1’s sponsorship revolution is the balance between mainstream reach and personal relevance. While the sport’s audience has never been bigger, the smartest brands are making their presence feel more personal and creatively “ownable” than ever. They’re not just riding the F1 wave—they’re helping shape it, making sure their brand stands out in a crowded field.

The Future: Experience Over Exposure

The shift in F1 sponsorship signals a broader trend in sports marketing: experience is now king. Brands want to be part of the story not just a backdrop. They’re investing in activations that live beyond the race weekend—think pop-up fan events, influencer partnerships and interactive campaigns that keep fans engaged year-round.

What This Means for Fans and Brands

For fans, this means a richer, more immersive F1 experience—one where the excitement isn’t just on the track, but all around them. For brands, it’s a chance to build deeper loyalty, reach new audiences, and turn every race into a platform for creativity and connection.