Analysis: F1 sponsorship spend hits $2.9bn

As it reaches its 75th season, Formula 1 is enjoying impressive initial sponsorship growth of 10 per cent versus 2024 as cryptocurrency and SAS/software players compete to support teams, reports Ampere Analysis.

The popularity of Netflix’s Drive to Survive series is partly responsible for the growth in profits for another year. Trackside, a flurry of driver changes has seen team sponsors change, making for a dynamic and eventful off-season. This has fostered a more competitive, robust market — further increasing total sponsorship market value.

Key Insights:

• F1’s total sponsorship revenue is up 10 per cent for the 2025 season so far, driven by new major deals for the organisation and its teams. F1 has capitalised on the popularity of Netflix’s series Drive to Survive, and Liberty Media’s strategic management since acquiring the series. In addition, the organisation has successfully restructured and increased the product categories available to sponsors to elevate profits
• With the new season of Drive to Survive just launched, it continues to bring audiences to the sport. According to Ampere’s title-level Popularity Score – a measure of global Internet search activity – Drive to Survive was the most popular sports documentary available on SVoD in 2024
• Ampere estimates that sponsorship spend across F1 and its teams has now reached over $2.9 billion (€2.6bn)
• Teams account for 72 per cent of total sponsorship revenue, with corporate F1 deals contributing the remainder
• The Williams’ title sponsorship deal with Australian software corporation Atlassian is the largest team asset sold for the upcoming season so far. Ampere estimates this to be worth between $25-35 million annually. Mercedes AMG’s deal with Adidas is the largest apparel-focused partnership of the off-season
• F1’s drive for global appeal has helped attract major US brands, which account for over 34 per cent of new deals for the season so far – the highest of any nation. Atlas Air, Okta and Xerox are among the debuting brands
• New badge deals for 2025 come from major players, including a 10-year $1 billion deal with luxury brand LVMH and F1. Further deals include American Express entering its first full season as a F1 Global partner and IBM with Scuderia Ferrari.

Key sponsors for 2025: Cryptocurrency and Software

• Technology and financial service brands are the largest investors, each accounting for around 20 per cent of all new sponsorship deals signed for the 2025 season
• Cryptocurrency and software/SaaS brands remain at the forefront within these sectors, with six and three new deals each. Notable collaborations include Gate.io with Red Bull and Coinbase with Aston Martin
• Value-in-kind partnerships are becoming more common, driving technological innovation within budget constraints. This is exemplified by deals this off season such as between Greene Tweed with McLaren, and Visa Cash App RB with Dynatrace
• Gambling brands have been one of the highest spending sponsorship sectors globally, and are having their most active off-season since 2023, following a quieter 2024. Four deals have either been extended or newly established in a notable resurgence, including two for Lottery operator Allwyn with F1 and McLaren Racing
• The average number of sponsors per team is 32. McLaren leads with 51 unique partners.

Adam Lewis, Analyst at Ampere Analysis, commented: “F1 teams have capitalised on the series’ growing attention in recent seasons, adopting varied sponsorship strategies. McLaren has pursued a high-volume approach, securing numerous sponsorships across several product categories, while Red Bull has focused on fewer deals with wide-ranging activity. Following a season of heightened on-track competition, and an off-season of incredibly lucrative sponsorship deals and expanded brand collaborations, we expect another successful year for the series.”