Discover the most lucrative Formula 1 sponsorships and which industries could target the sport next.

Max Verstappen at Suzuka — Photo: © IMAGO

The Most Lucrative F1 Sponsorships

Team GPFans

Tuesday 31 March 2026 04:52

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Formula 1 has always been a sport that has been driven by much more than just speed. Money, branding and global exposure have long been involved in shaping the sport’s identity, with sponsorship playing a key role in defining entire eras. From the iconic Gold Leaf Lotus cards to Marlboro-backed Ferrari dominance, partnerships have often gone hand-in-hand with success.

In the modern era, sponsorship in Formula 1 has evolved into a multi-billion-pound ecosystem. Modern deals go far beyond brand placement, instead offering companies access to data and global audiences. As a result, Formula 1 has become one of the most lucrative marketing platforms in world sport.

Oracle And Red Bull

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One of the most significant deals in recent times is Oracle’s title partnership with Red Bull Racing. The agreement, reported to be worth around $300 million over five years, immediately set a new benchmark for team sponsorship deals.

What makes this agreement stand out from others is its depth. Oracle is far from just a sponsor; they’re also acting as a key technological partner, and will contribute cloud computing and data analysis tools. It’s becoming common to see sponsors increasingly integrated into the competitive side of the sport.

Ferrari And HP

Ferrari launched their partnership with HP in 2024, and it’s been a major success. The deal is thought to be worth around $100 million per season, making it one of the most lucrative on the grid.

For the Ferrari team, the partnership enhances their global appeal as they’re now aligned with a global technology brand. For HP, it highlights how important it is to be connected to one of the world’s most recognisable sporting names.

Formula 1 And LVMH

At the top level, Formula 1’s partnership with LVMH signals a move towards the luxury market. The ten-year deal, which is thought to be worth $100 million per year, has seen Rolex replaced as a key global partner.

This shift also reinforces Formula 1’s position as a premium entertainment product. With luxury brands like Louis Vuitton and TAG Heuer involved, the sport has become as much about lifestyle and exclusivity as it is about the racing on the track. It’s also a reflection of Formula 1’s continued appeal among high-net-worth individuals worldwide.

Team Deals Driving Commercial Growth

Beyond headline agreements, teams such as Mercedes and Aston Martin continue to attract major long-term commercial partners. Mercedes’ relationship with Petronas and Aston Martin’s deal with Aramco show how sustained success on the track can translate into commercial strength.

These agreements underline that sponsors are investing in performance, innovation and storytelling as teams are now seen as global content machines that operate year-round.

Why New Sectors Are Eyeing Formula 1

Formula 1’s commercial growth is reflected in its numbers, and this is leading to new industries taking a look. With the Premier League introducing a ban on front-of-shirt gambling sponsorships from next season, brands from the sector will likely explore other alternatives.

As a result, online casinos may look towards F1 as a viable option. The sport’s reach and premium positioning make it an appealing option for brands seeking exposure.

Conclusion

The most lucrative Formula 1 sponsorship highlights how far the sport has come commercially. From technology giants to energy companies, the range of partners reflects the global appeal of F1. As new industries begin to explore opportunities, the sport’s landscape will only grow even further.