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F1’s growth in US worth extra 50 per cent in team sponsorship, says McLaren boss Brown

Zak Brown (Credit: Getty Images).

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, according to Zak Brown, chief executive of the F1 team.

Speaking to SportBusiness at last weekend’s British Grand Prix, the McLaren chief said: “We’re at an all-time high in our partnership base. Probably half of our base are US-based – Alteryx, Google joined us this year, Goldman Sachs we announced a month ago – these are companies that Formula 1 would not have been on the radar of and is now because of [its growth in] the US.”

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