F1 teams set to debut new sponsors at Miami GP

• Mercedes commence multi-year collaboration with Nasdaq
• Williams welcome AI deal with Airia and extend Keeper Security partnership
• Haas also agree AI-focused contract with Infobip

The Miami Grand Prix continues to be a commercial attraction for Formula One, with several teams using this weekend’s race to unveil new sponsorship deals.

Williams Racing have agreed a multi-year deal with AI solutions provider Airia, which becomes the team’s official AI orchestration partner. It is the third major technology company to partner with the Grove-based outfit in 2025.

In what is its first Formula One partnership, Airia branding will debut on the front wing endplates and halos of the team’s cars at this weekend’s Miami Grand Prix, as well as on the side of the F1 Academy car.

“We are delighted that Airia has chosen to partner with Atlassian Williams Racing ahead of the Miami Grand Prix to help accelerate our transformation towards winning world championships,” said Williams team principal James Vowles.

“We are gathering real momentum as we invest in the right people, tools and cutting-edge technology needed to succeed and attract the right partners like Airia to help us deliver that success.”

Williams have also secured a long-term extension with Keeper Security, which will be celebrated with extensive branding on both the cars and the Miami International Autodrome.

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Mercedes, meanwhile, have struck a multi-year deal with financial marketplace Nasdaq, which will leverage the relationship to engage with clients already involved in Formula One.

One-third of Mercedes’ partners already list on Nasdaq’s exchange and the company will now benefit from an integrated brand presence at every race, with its branding set to appear on the team’s pit wall canopy and the engineer’s central island station in the team garage.

In return, Mercedes will gain access to Nasdaq MarketSite and receive additional media and marketing opportunities. The organisations will also collaborate on co-branded content and merchandise.

“From pioneering technologies to forging strategic alliances with forward-thinking brands, we’re looking forward to collaborating with Nasdaq to benefit our fans, our partners, and our team,” said Richard Sanders, chief commercial officer at Mercedes.

“As part of the partnership, Nasdaq and the Mercedes-AMG Petronas F1 Team will collaborate on storytelling and experiences at the intersection of business, technology, and sports, underscoring the strong alignment between the brands and their audiences.”

The US-based Haas team have also agreed a deal with Infobip, America’s leading messaging platform. The company will focus on driving fan engagement through Rich Communication Services (RCS), WhatsApp, and in-app messaging.

One example of this new technology would see fans learning about their favourite drivers through conversational AI, which would answer questions over messaging platforms like WhatsApp.

“As an engineering firm at heart, Infobip understands what it takes to continue to innovate and deliver results week in, week out,” said Ayao Komatsu, team principal of Haas.

“Infobip has grown quickly and has become a global leader. Such drive is something we appreciate, given our ambitions as a team with a growing global fanbase.”

One of three US races on the Formula One schedule, Miami is emerging alongside Las Vegas as one of the most popular Grand Prix destinations for sponsors to announce and activate their partnerships at.

Miami’s position as an early-season race – and the first of three US events on the calendar – means brands still have the majority of the season to activate while potentially generating a bigger impact away from the clutter caused by so many new deals being announced at the beginning of a new season.

This year will mark the fourth edition of the Miami Grand Prix, which takes place from 2nd to 4th May.