Formula 1

Motorsport
Sponsorship & Marketing

Formula One’s success in growing audiences in the US and engaging younger fans through its esports initiatives has enabled the McLaren team to increase its sponsorship “rate card” by 25-50 per cent, accor…
Motorsport
Sponsorship & Marketing

The China division of banking group HSBC has agreed a brand ambassador deal with Chinese Formula 1 driver Zhou Guanyu
Motorsport
Events

Formula 1 has agreed a new 10-year hosting deal with its current race promoter in Melbourne, meaning a Grand Prix will take place in the Australian city until at least 2035
Motorsport
Media

A new player looks set to emerge in China's sports media landscape, with giant telco China Telecom in advanced talks to acquire digital rights for Formula 1 motor racing, according to local industry insiders
Motorsport
Industry Moves

The Fédération Internationale de l'Automobile has appointed experienced sports industry executive Shaila-Ann Rao as interim secretary general for motorsport, replacing the outgoing Peter Bayer.
Motorsport
Media

Canal Plus, the French pay-television broadcaster, registered an average audience of 1.26 million subscribers for live coverage of yesterday’s (Sunday’s) Formula 1 Monaco Grand Prix.
Motorsport
Sponsorship & Marketing

Singapore-based forex and CFD trading services provider AximTrade has signed as a sponsor of the Alfa Romeo F1 Team
Motorsport
Events

Keith Bruce, president of Quint International, the operator of the Formula 1 Experiences hospitality programme, believes the motorsport will generate record hospitality revenues during its 2022 season thanks to the addition of new races, a pent-up demand for live events, and the marketing impact of the Netflix Drive to Survive series.
Motorsport
Sponsorship & Marketing

Haas Formula 1 has told former title sponsor Uralkali that it will not refund the €12m ($13m) paid by the Russian fertiliser company before Haas terminated the contract in response to Russia’s invasion of …
Motorsport
Attendance

Total attendance at last week's Formula One Grand Prix in Melbourne was 419,114 over four days, according to organiser the Australian Grand Prix Corporation
Motorsport
Sponsorship & Marketing

New sponsorship deals with Salesforce, MSC Cruises, Lenovo and AlphaTauri have led to a significant increase in central commercial revenues for Formula 1. Matthew Williams reports on the values of the deals and how the brands plan to activate their rights.
Motorsport
Fan Engagement

Formula One chief executive Stefano Domenicali has said today's drivers must also be great communicators, if the sport is to continue to grow and reach new audiences
Motorsport
Events

Australian Grand Prix chief executive Andrew Westacott tells SportBusiness about the changes afoot as the Melbourne race returns after the pandemiic.
Motorsport
Fan Engagement

Lizzie Isherwood, senior account director, communications, at CSM Sport & Entertainment, explains Formula 1's increasing prominence in the US and the opportunity for tech-focused brands to enter the sport.
Motorsport
Events

Formula One chief executive and president Stefano Domenicali has suggested new grands prix in Africa and Las Vegas are under consideration as the motor racing series assesses further expansion of its annual…
Motorsport
Media

Australian pay-television broadcaster Foxtel has renewed its exclusive rights for Formula One motor racing in a multi-year deal starting in 2023
Motorsport
Media

Videoland, the pay-television broadcaster in Taiwan, has secured rights to the Formula One World Championship in an agreement with the Reddentes Sports agency
Motorsport
Sponsorship & Marketing

The Alfa Romeo Formula 1 team has signed up cryptocurrency lending platform Vauld as a sponsor