Formula One Group

Motorsport
Sponsorship & Marketing

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.
Motorsport
Sponsorship & Marketing

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.
Motorsport
Sponsorship & Marketing

Formula 1 will generate $445m (€410.1m/£358.1m) in central sponsorship income this year, an increase of 18.9 per cent on the $374m it generated in 2022.
Motorsport
Sponsorship & Marketing

German motor oil manufacturer Liqui Moly has extended its central sponsorship deal with Formula One – the pinnacle of the brand’s sponsorship activities across multiple sports.
Motorsport
Sponsorship & Marketing

Video-on-demand subscription service Paramount+ has agreed a multi-year deal to become an Official Partner of Formula 1
Motorsport
Sponsorship & Marketing

Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken
Motorsport
Sponsorship & Marketing

Formula One has renegotiated its global agreement with the Interregional Sports Group (ISG) covering the marketing of its betting sponsorship rights using virtual advertising technology so that the deal…
Motorsport
Events

Tom Wild, strategy director for Publicis Sport & Entertainment, argues that Formula 1 risks alienating its core fans if it carries through with a threat to withdraw historic races and replace them with more lucrative hosting agreements
Motorsport
Finance & Law

Saudi Arabia’s Public Investment Fund (PIF) last year explored a bid to acquire Formula 1 from owner Liberty Media, it has been reported.
Motorsport
Sponsorship & Marketing

Qatar Airways is set to be announced as the new airline sponsor of Formula 1, nearly doubling the fee paid by previous incumbent Emirates to secure the rights
Motorsport
Sponsorship & Marketing

Formula 1 is lining up a new airline sponsor after renewal discussions with Dubai-based carrier Emirates broke down over the asking price, SportBusiness can exclusively reveal
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
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

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

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.
Mixed Martial Arts
Licensing & Merchandising

The Memento Group (TMG), the global distributor of officially licensed UFC memorabilia, is planning to create a new production and distribution centre in the USA following its global licensing deal with…
Motorsport
Finance & Law

Formula One Group, operator of the Formula 1 motor racing championship, has turned a $444m (€396.9m) loss into a $40m profit on the back of recovery during the Covid-19 pandemic.
Motorsport
Events

With the first-ever Saudi Arabian Grand Prix taking place this weekend, SportBusiness speaks with Charlie Beauchamp and Chris Long of CSM Sports and Entertainment, who are acting in advisory capacity for the race. They talk about the Kingdom's commercial goals and what will be needed to make the event a success. Adam Nelson reports.