F1 sponsorship splurge – McLaren, Aston Martin, Alpine, VCARB
The commercial build-up to the 2025 Formula 1 (F1) motor racing season continues, with the Aston Martin, Racing Bulls, Alpine, and Visa Cash App Racing Bulls (VCARB) teams unveiling sponsorship deals.
Ahead of the campaign getting underway in Australia next month, McLaren have agreed a new deal with global lottery operator Allwyn, Aston Martin have partnered with skincare brand Elemis in a multi-year agreement, Alpine have engaged with superfoods brand Oakberry, while VCARB have extended an existing partnership with XMTrading.
Allwyn, which was announced as a global partner of F1 earlier this week, will now have its branding feature on McLaren assets such as the racing overalls of drivers Lando Norris and Oscar Piastri, as well as on the race cars themselves.
In addition, the partnership also covers the McLaren Shadow F1 Sim Racing Team, as well as the McLaren F1 Academy.
Earlier this month, a deal was unveiled between McLaren Racing and performance materials and system components manufacturer Greene Tweed.
The team also recently announced five renewed commercial partnerships.
Access the most comprehensive Company Profiles
on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Company Profile – free
sample
Your download email will arrive shortly
We are confident about the
unique
quality of our Company Profiles. However, we want you to make the most
beneficial
decision for your business, so we offer a free sample that you can download by
submitting the below form
By GlobalData
Elemis, meanwhile, will “launch an edit of exclusive, limited-edition product collections,” as well as providing guests with VIP experiences through the Aston Martin Paddock Club Suite.
Specifically, Elemis will activate through a spa experience at the 2025 edition of the iconic Monaco Grand Prix, in May.
For Alpine and Oakberry, the tie-up will focus on promoting healthy eating by “bringing all-natural acai to the racetrack.”
The brand will set up an Acai bar within the Alpine motorhome paddock at the European Grand Prix, while Oakberry’s branding will also feature on the A525 race car to be used in 2025.
CFD and FX broker XMTrading will continue as the official FX trading partner for VCARB during 2025.
The duo first tied up ahead of the 2023 season.
In terms of recent VCARB activity, the outfit unveiled technology company Dynatrace as a sponsor in mid-January.
The 2025 campaign begins in Melbourne on March 16.
link
