Hari Krishnan As F1 enters its 2025 season, new sponsorship deals with diverse brands signal a shift in the sport’s marketing landscape, with a mix of B2C and luxury partnerships.
Formula 1’s 2025 season has kicked off with more than just new drivers on the grid—there’s a significant shift in sponsorship strategies. With US viewership surging and interest from a broader range of industries, the sport is entering what many consider a “golden era” for brand partnerships.
This season, F1 teams have sealed major deals with brands that stretch beyond the typical B2B tech-focused sponsors. For example, Williams Racing has partnered with software giant Atlassian as a title sponsor, while McLaren Racing has welcomed Allwyn, a lottery operator, into its roster. Meanwhile, Aston Martin has secured a high-profile partnership with cryptocurrency platform Coinbase.
The Formula 1 organization itself has attracted notable consumer-facing brands such as Lego, KitKat, and Belvedere—marking a departure from its historic reliance on tech and B2B-focused companies. James Bower, commercial director of Williams, highlights the changing landscape, noting that the F1 audience is becoming more attractive to a wider array of brands, including luxury and technology sectors. “It’s a new golden era,” Bower told Marketing Brew.
One of the key drivers behind this surge in interest is F1’s explosive growth in the U.S. market, where viewership has nearly doubled since 2018. But with limited space on the grid—just 20 drivers and cars—competition for sponsorship inventory is fierce. This rarity has made F1 more enticing to brands seeking to capitalize on the sport’s rising popularity.
The strategic value of these sponsorships is evident in the approach taken by teams like Williams, which prides itself on maintaining a selective list of partners. Atlassian’s partnership, the largest in Williams’ history, reflects the growing willingness to invest in long-term, meaningful engagements, rather than just logo placements.
As Formula 1 continues to captivate a diverse, global audience, its unique sponsorship landscape offers exciting new opportunities for brands looking to make a genuine impact.
