Formula 1

Football
Industry Moves

US sports agency Excel Sports Management has hired UK sports marketer Sean McAuliffe as Excel’s first European-based executive dedicated to its property sales business.
Motorsport
Media

DAZN, the global sports streaming service and media company, has made a significant addition to its sports rights portfolio in Portugal, a three-year exclusive deal for Formula 1 motor racing.
Motorsport
Sponsorship & Marketing

Digital consultant and software development firm Globant has agreed an Official-Partner-level deal with Formula 1 that will see it overhaul the motorsport’s mobile fan application and the pit wall system used by teams.
Motorsport
Media

Viaplay Group has cemented its future in the Netherlands until at least 2029, after today (Tuesday) signing off a multi-year Formula 1 rights renewal that also covers its home Nordic markets
Motorsport
Sponsorship & Marketing

Formula 1’s Scuderia Ferrari is set to announce Hewlett-Packard (HP) as its new title sponsor, securing a huge financial boost for the team ahead of an expensive 2025 season.
Multiple Sports
Sponsorship & Marketing

Creative Artist Agency (CAA) has created elevated roles for many of its senior executives, including four major figures from its sports operation, as the agency continues to restructure under the ownership…
Motorsport
Sponsorship & Marketing

MotoGP will continue to be run as a separate business to Formula 1 and there is unlikely to be any bundling of the media or sponsorship rights to the two properties following Liberty Media’s acquisition of the motorcycling series.
Motorsport
Sponsorship & Marketing

McLaren Racing has extended its sponsorship agreement with British American Tobacco (BAT) despite having previously faced criticisms for the association.
Motorsport
Finance & Law

Liberty Media has targeted the Americas as the main growth region for MotoGP after striking a deal for Dorna Sports that values the series promoter and rights-holder at €4.2bn ($4.5bn).
Motorsport
Licensing & Merchandising

Topps, the physical and digital trading card brand owned by global merchandising company Fanatics, has retained its contract with Formula 1 motor racing in a multi-year renewal.
Motorsport
Finance & Law

German car maker Audi has acquired 100-per-cent control of the Swiss Formula 1 team Sauber, ahead of its previously planned arrival in the sport in 2026
Motorsport
Sponsorship & Marketing

McDonald's, the US fast food giant, has become a sponsor of Formula 1 motor racing for the first time, signing a regional deal covering Latin America.
Motorsport
Sponsorship & Marketing

The 2024 season of Formula 1 gets underway in Bahrain this weekend, marking the end of an off-season commercial frenzy that saw a total of 70 new and renewed deals completed by the sport's 10 teams during the offseason.
Motorsport
Sponsorship & Marketing

The title rights to the Red Bull-owned Formula 1 team formerly known as AlphaTauri have been acquired by digital and mobile payment network Visa and fellow financial services company Cash App
Motorsport
Sponsorship & Marketing

Formula 1 has promoted Emily Prazer, the chief commercial officer for last year’s inaugural Las Vegas Grand Prix, to fulfil the same role for the global motor racing series.
Motorsport
Governance

SportBusiness takes a look at 12 months of Formula 1 deals and developments covered by our team of reporters.
Multiple Sports
Media

German media group RTL has secured rights to Formula 1, the German 2. Bundesliga and the English Premier League as part of a wide-ranging content sharing agreement with pay-television broadcaster Sky Deutschland
Motorsport
Sponsorship & Marketing

Saudi state-owned energy and chemicals company Aramco has taken on sole title sponsor status of Aston Martin, as part of an extended partnership with the Formula 1 motor racing team.