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Sponsors & Money

The $3B+ sponsorship economy that funds Formula 1. Title deals, sector distribution, and every major partner on the 2026 grid — who pays, how much, and what they get.

Sponsorship Overview

2026 season grid-wide figures

Total Title Deal Value
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estimated annual title sponsorships
Sponsors on Grid
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title + major partners across all teams
Largest Title Deal
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Sectors Represented
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industry sectors sponsoring F1

Title Sponsor Ranking

Annual title deal value by team — sorted by estimated value ($M/year)

Team Sponsors

Title and major partners for each constructor, sorted by championship standing

Mercedes

Petronas $80M/yr
Petronas
Energy HQ: Malaysia $80M/year
Malaysian state oil & gas company. One of the longest-running title partnerships in F1 (since 2010).

Major Partners

Ineos
Chemicals
British multinational, 1/3 team owner. Jim Ratcliffe's petrochemicals empire.
CrowdStrike
Cybersecurity
Endpoint security leader. $3B+ revenue.
Microsoft
Technology
New for 2026. Cloud, AI, and enterprise software. Partnership includes Azure integration.
UBS
Finance
Swiss investment bank and wealth management.
Qualcomm/Snapdragon
Semiconductors
Mobile chipmaker. Snapdragon branding on car.
AMD
Semiconductors
CPU/GPU manufacturer. Simulation and CFD compute.
PepsiCo
Consumer Goods
New for 2026. Global beverage and snack company.
WhatsApp
Technology
Meta-owned messaging platform.
IWC Schaffhausen
Luxury
Swiss luxury watchmaker.

Ferrari

HP $100M/yr
HP
Technology HQ: USA $100M/year
Computer hardware and printing. Second-largest title deal. HP branding replaced AWS.

Major Partners

Shell
Energy
Fuel and lubricant partner since 1929. The longest-running partnership in F1.
Ray-Ban
Consumer
Meta/EssilorLuxottica eyewear brand.
Richard Mille
Luxury
Ultra-luxury watchmaker. Drivers wear RM watches.
Puma
Apparel
Sportswear and race suit supplier.
IBM
Technology
Enterprise computing and AI.
UniCredit
Finance
Italian banking group.
Peroni
Beverages
Italian beer brand.
Ceva Logistics
Logistics
Global logistics and freight management.

McLaren

Mastercard $90M/yr
Mastercard
Finance HQ: USA $90M/year
New for 2026. Global payment network. Return to F1 after the infamous 1997 deal.

Major Partners

Google/Chrome
Technology
Search, cloud, and browser branding.
Dell Technologies
Technology
Computer hardware and enterprise IT.
Deloitte
Consulting
Big Four professional services.
Goldman Sachs
Finance
Investment banking. Significant financial partner.
Cisco
Technology
Networking and communications equipment.
OKX
Crypto
Cryptocurrency exchange. Major livery presence.
Monster Energy
Beverages
Energy drink brand.
Hilton
Hospitality
Hotel chain. Travel and hospitality partner.
LEGO
Consumer
Toy manufacturer. Fan engagement partnership.
Groq
AI Hardware
AI inference chip company. LPU technology.

Red Bull

Oracle $110M/yr
Oracle
Technology HQ: USA $110M/year
Largest title deal in F1. Database, cloud infrastructure, and enterprise software. Deep technical integration with team's data systems.

Major Partners

Ford
Automotive
New PU partner from 2026. Co-developed power unit. Return to F1 after decades.
Tag Heuer
Luxury
LVMH luxury watchmaker. Long-standing partnership.
ExxonMobil
Energy
Fuel and lubricant technology partner.
Siemens
Industrial
Engineering technology. Simulation and digital twin tools.
AT&T
Telecommunications
Connectivity and communications partner.
Visa
Finance
Payment network. Also sponsors Racing Bulls.
Hard Rock
Hospitality
Entertainment and hospitality brand.
Castore
Apparel
British sportswear brand. Teamwear supplier.

Alpine

BWT $40M/yr
BWT
Water Technology HQ: Austria $40M/year
Best Water Technology — water treatment and purification. The pink livery source.

Major Partners

Microsoft
Technology
Cloud and enterprise technology partner.
Boeing
Aerospace
Aerospace manufacturer. Engineering collaboration.
Qatar Airways
Aviation
Airline partner.
MSC Cruises
Travel
Cruise line operator.
eToro
Finance
New for 2026. Social trading platform.

RB

Visa/Cash App $50M/yr
Visa/Cash App
Finance HQ: USA $50M/year
Dual title sponsor — Visa (payment network) and Cash App (Block/Square's payment app).

Major Partners

Ford
Automotive
Shared PU partnership with Red Bull.
Hugo Boss
Fashion
Premium fashion brand. Teamwear.
Tudor
Luxury
Rolex subsidiary watchmaker.
Randstad
Staffing
Dutch employment agency.

Haas

Toyota Gazoo Racing $30M/yr
Toyota Gazoo Racing
Automotive HQ: Japan $30M/year
Technical partnership includes manufacturing support and engineering collaboration. TGR branding.

Major Partners

Haas Automation
Manufacturing
CNC machine tool builder. Team owner Gene Haas's company.
MGM Rewards
Hospitality
Casino and entertainment loyalty program.
UChicago Medicine
Healthcare
Academic medical center partnership.

Williams

Atlassian $35M/yr
Atlassian
Technology HQ: Australia $35M/year
Enterprise collaboration software (Jira, Confluence). Partnership reflects team's digital transformation.

Major Partners

Gulf Oil
Energy
Iconic Gulf livery. Lubricant and fuel technology.
Duracell
Consumer
Battery brand. Berkshire Hathaway subsidiary.
Komatsu
Industrial
Japanese heavy equipment manufacturer.
Kraken
Crypto
Cryptocurrency exchange.
Barclays
Finance
New for 2026. British banking group.
Claude
AI
Anthropic's AI assistant. Technology and engineering partnership.
Zoox
Autonomous Vehicles
Amazon-owned self-driving car company.

Audi

Revolut $75M/yr
Revolut
Fintech HQ: UK $75M/year
Digital banking platform. One of the largest fintech companies in Europe.

Major Partners

Audi
Automotive
Volkswagen Group brand. Factory team with own PU development.
BP/Castrol
Energy
Fuel and lubricant partner.
Adidas
Apparel
Sportswear brand. Teamwear supplier.
Gillette
Consumer
P&G grooming brand.
ElevenLabs
AI
AI voice synthesis company.

Cadillac

No title sponsor

Major Partners

General Motors
Automotive
Parent company. Cadillac brand. GM PU planned for 2028.
TWG AI
AI
Team owner's AI venture.
Jim Beam
Beverages
Bourbon whiskey brand. Beam Suntory.
Tommy Hilfiger
Fashion
American fashion brand.
Core Scientific
Technology
Bitcoin mining and data center company.

Aston Martin

Aramco $75M/yr
Aramco
Energy HQ: Saudi Arabia $75M/year
Saudi Aramco — world's largest oil company by revenue. Major strategic investment in team.

Major Partners

Honda
Automotive
New PU supplier from 2026. Return to works engine partnership.
Cognizant
Technology
IT consulting and digital transformation.
JCB
Industrial
Construction equipment manufacturer.
TikTok
Technology
Social media platform. Content partnership.
Breitling
Luxury
New for 2026. Swiss luxury watchmaker.
CoreWeave
Cloud/AI
GPU cloud computing. AI infrastructure.
Coinbase
Crypto
Cryptocurrency exchange.

Sector Analysis

Industry distribution across all F1 sponsors — which sectors are investing in the grid?

Sector Distribution
Key Insight

Technology dominates the F1 sponsorship landscape, followed by Finance and Energy. The sport's global viewership (1.5B+ cumulative TV audience) and affluent demographic make it a premium platform for B2B technology companies and financial services firms.

The crypto sector has matured from speculative 2022-era deals into established partnerships, with OKX, Kraken, Coinbase, and Gate.io all holding major positions. Meanwhile, AI companies represent the newest wave of entrants seeking brand visibility.

Economic Insights

Structural patterns in the F1 sponsorship economy

The Title Sponsor Premium
What does $100M/year buy in F1? Primary livery placement on the car — the single most visible piece of real estate in motorsport. But it goes deeper: title sponsors get embedded data access (telemetry, simulation), hospitality suites at every race (24 weekends), brand integration into team communications, and often naming rights (Oracle Red Bull Racing, Visa Cash App RB). The ROI calculation: F1 delivers ~$3.8B in global media value annually. A title sponsor captures a disproportionate share of that exposure relative to their spend.
Crypto & F1
The crypto-F1 relationship has survived the 2022 crash and matured. OKX (McLaren), Kraken (Williams), Coinbase (Ferrari), and Gate.io (Red Bull) represent exchange-level commitments — not speculative token projects. Bybit (Red Bull's former title sponsor) was replaced after consolidation. Crypto exchanges use F1 for brand legitimacy in regulated markets — the same reason financial institutions sponsor golf and tennis. The sector has moved from hype to strategic positioning.
AI Enters F1
The 2026 grid features a new category of sponsor: AI companies seeking mainstream brand awareness. Claude/Anthropic at Williams, Groq at McLaren, ElevenLabs at Audi (Sauber), and TWG AI at Cadillac represent the first wave. These deals mirror the pattern of tech companies (HP, Dell, AWS, Google Cloud) that entered F1 to reach a global engineering audience — but AI companies are also contributing actual technical capability, blurring the line between sponsor and technical partner.
The Manufacturer Play
2026 marks peak manufacturer involvement: Ford powers Red Bull and RB, Honda backs Aston Martin, Toyota has returned via Haas, Audi enters as a full constructor (taking over Sauber), and GM/Cadillac joins as the 11th team. These aren't traditional sponsorships — they're strategic investments in electrification credibility, engineering talent pipelines, and technology transfer. The cost cap makes F1 more manufacturer-friendly: capped spending means predictable budgets, unlike the unlimited-spend era that drove Honda and Toyota out in 2008-2009.

2026 Sponsor Changes

Notable sponsor arrivals and departures heading into the 2026 season

Arrivals

Cadillac / GM (11th team) Audi (full constructor) TWG AI → Cadillac ElevenLabs → Audi Claude/Anthropic → Williams Groq → McLaren Toyota → Haas Ford → Red Bull / RB Coinbase → Ferrari Gate.io → Red Bull

Departures

Alfa Romeo (Sauber rebrand) Bybit (Red Bull title) Velo (McLaren) Mission Winnow (Ferrari) BWT (Alpine) Acronis (multiple teams)
Net Direction
The 2026 grid shows net positive sponsor inflow, driven primarily by the Cadillac entry (bringing an entirely new partner roster) and the AI sector's emergence. The manufacturer influx (Ford, Toyota, Audi, GM) represents strategic capital rather than traditional sponsorship — these are long-term commitments tied to engineering programs, not marketing cycles. Departures are largely consolidation (Bybit replaced by Gate.io, Alfa Romeo rebranded as Audi) rather than sponsors leaving the sport entirely.