"Total sponsorship investment in F1 is expected to rise 15% year over year, increasing from $2.5 billion in 2025 to more than $3 billion in 2026, according to the latest Ampere Analysis study. The growth reflects F1's transition from a traditional motorsport into a global media and marketing platform, with technology and apparel brands emerging as primary drivers."
"F1 once again delivered an exceptional year, with the sport firing on all cylinders across growth, engagement, and commercial momentum. We renewed with multiple long-term existing partners and signed several new marketing partners, said Liberty Media CEO Derek Chang in an earnings call."
"Beyond the fast cars and high-stakes races, Formula 1 has evolved into a global business platform synonymous with luxury and premium brand partnerships. With a rapidly expanding global audience and growing commercial demand, the sport's momentum shows no signs of slowing."
Formula 1 has transformed from a traditional motorsport into a global media and marketing platform attracting significant commercial investment. Sponsorship spending is projected to rise 15% annually, reaching over $3 billion in 2026 from $2.5 billion in 2025. Technology and apparel brands are primary growth drivers, capitalizing on F1's expanding global audience and younger demographic appeal. Media partnerships enhance fan engagement through merchandise and digital channels. Liberty Media, F1's owner, reported 14% revenue growth to $3.9 billion in 2025, reflecting strong partnerships and digital advertising expansion. The sport's commercial momentum positions it as one of the fastest-growing properties in the sports and media economy.
#formula-1-sponsorship-growth #technology-and-apparel-brands #sports-marketing-and-media-partnerships #global-audience-expansion
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