F1 sponsorship driving model recognition and loyalty

In recent times, the dynamic between a Method 1 workforce and its companions has modified – the connection is commonly symbiotic, way more than only a sticker on a automotive.

Technical partnerships, engineering help and AI innovation have all elevated, however because the 2025 International F1 Fan Survey reveals, model consciousness additionally stays a key signifier for sponsors coming into the collection.

From high-end vogue labels and luxurious watchmakers to vitality drink producers and online game characters, there are a broad spectrum of manufacturers engaged with F1, its groups and their drivers.

The survey, a collaboration between F1 and the Motorsport Network that obtained over 100,000 responses, highlights the ability of such corporations being related to a championship which is constant to extend in recognition.

A powerful 76% of followers mentioned that sponsorship contributes positively to F1 whereas nearly a 3rd of respondents mentioned they have been extra more likely to contemplate a sponsor's product over that of a product produced by an organization not linked to F1.

That determine solely will increase when damaged down into the totally different audiences, with 40% of Gen Z followers and 38% of recent followers (those that have been followers for 5 years or much less) displaying model receptivity.

With followers in a position to get nearer to the championship than ever earlier than, constructing loyalty to groups and drivers by way of social media channels and Drive to Survive on Netflix, it's clear that collaboration between F1, drivers and groups elevates the notion of a model – and that specializing in human curiosity tales delivers better efficiency than normal media stock.

“The info makes one factor clear. F1 is named a trusted model that's culturally related and engages with its viewers in significant methods,” Stefano Domenicali, F1 CEO and president, mentioned within the introduction to the survey.

“It additionally reveals that our partnerships are genuine and attraction to our followers making us an unimaginable platform for international manufacturers to be a part of.”

Luxurious model conglomerate LVMH signed a file 10-year cope with F1 from 2025 onwards, however the collection has additionally been in a position to diversify its partnership portfolio; the likes of Disney, LEGO, Barilla and KitKat are all new manufacturers who're linked to F1.

In the meantime groups have been in a position to welcome various companions like adidas (Mercedes), Chivas Regal (Ferrari) and Sonic the Hedgehog (McLaren), with a current unbiased report displaying sponsorship in F1 topped $2billion for the primary time in 2024.

The International F1 Fan Survey reveals simply why these manufacturers wish to be part of the collection, with the direct correlation between sponsorship and shopper loyalty an enormous attraction.