Formula 1

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…

MotoGP will continue to be run as a separate business to Formula 1 and there is unlikely to be any bundling of the media or sponsorship rights to the two properties following Liberty Media’s acquisition of the motorcycling series.

McLaren Racing has extended its sponsorship agreement with British American Tobacco (BAT) despite having previously faced criticisms for the association.

Liberty Media has targeted the Americas as the main growth region for MotoGP after striking a deal for Dorna Sports that values the series promoter and rights-holder at €4.2bn ($4.5bn).

Topps, the physical and digital trading card brand owned by global merchandising company Fanatics, has retained its contract with Formula 1 motor racing in a multi-year renewal.

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.

The 2024 season of Formula 1 gets underway in Bahrain this weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed deals completed by the sport's 10 teams during the offseason.

The title rights to the Red Bull-owned Formula 1 team formerly known as AlphaTauri have been acquired by digital and mobile payment network Visa and fellow financial services company Cash App

Formula 1 has promoted Emily Prazer, the chief commercial officer for last year’s inaugural Las Vegas Grand Prix, to fulfil the same role for the global motor racing series.

SportBusiness takes a look at 12 months of Formula 1 deals and developments covered by our team of reporters.

German media group RTL has secured rights to Formula 1, the German 2. Bundesliga and the English Premier League as part of a wide-ranging content sharing agreement with pay-television broadcaster Sky Deutschland

Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.

Monster Energy has agreed a deal to become an Official Partner of the McLaren Formula 1 team, having decided not to renew its long-standing sponsorship agreement with the Mercedes Petronas outfit.

Live Formula 1 action will remain on public-service television in Austria after ORF agreed terms on a new three-year rights agreement with commercial broadcaster ServusTV

Rolex has secured the title sponsorship rights to next year’s Australian Grand Prix as part of its existing Global Partner deal with Formula 1.

German software company SAP has agreed a new partnership with Mercedes-AMG Petronas, which the two parties state has the potential to “create a new blueprint” for the automotive industry, while US communications platform WhatsApp has stepped up its association with the Formula 1 team.

Manchester-based e-commerce and consumer goods company THG has appointed the Right Formula agency to activate its new sponsorship agreement with the Williams Formula 1 team.