With the much-anticipated 2022 Formula One season finally kicking off, we are officially in the new regulations era. Along with these new regulations, the new season also sees Formula One welcome lots of new partners.
Listed below are the partners / sponsors of Formula One for the 2023 season.
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In March 2020, Formula One signed a long-term global sponsorship deal with the world’s largest integrated oil and gas company, Aramco. The partnership sees Formula One work with Aramco to identify different ways which could help the advancement of sustainable fuels, enhanced engine efficiencies and emerging mobility technology. Additionally, almost all races on the calendar have Aramco trackside branding along with Aramco gaining broadcast integration and exposure through Formula One’s digital channels.
One of the world’s fastest growing crypto platforms, Crypto.com was announced as a Global Partner of the Formula One Sprint series in June 2021. Crypto.com also joined as the Official Cryptocurrency Sponsors and NFT Partner of Formula One. The partnership sees Crypto.com use the Formula One platform to educate people and make them aware of cryptocurrency and its benefits. Crypto.com also enjoys trackside branding at all F1 races.
DHL has been a global partner of Formula One since 2004. As the Official Logistics Partner of Formula One, DHL not only helps with transporting transmission technology, equipment, cars and fuel for the racing teams but also enjoys prominent on-track branding.
DHL renewed its partnership with Formula One in March 2021 and also announced that it would be presenting two awards from the 2021 season onwards: the DHL Fastest Lap Award and DHL Fastest Pit Stop Award.
In June 2016, Dutch beer giant Heineken announced a multi-year partnership with Formula One, joining as a global sponsor. The partnership sees Heineken serve as the title sponsor for several F1 races, enjoy trackside branding and also serve as the Official Global Beer Partner. Heineken and Formula One also collaborate on various digital activations, including numerous campaigns on raising awareness about drinking and driving.
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Pirelli has been Formula One’s global tyre supplier since 2011, when it replaced Bridgestone. The partnership has seen Pirelli provide the F1 teams with tyres throughout the race calendar. In November 2018, Pirelli announced a five-year extension to its partnership with Formula One.
Luxury Swiss watchmaker Rolex signed as Formula One’s Official Timekeeper and Official Timepiece in December 2012. Rolex provides the time of different locations at each race along with enjoying branding visibility around the circuit.
In March 2022, Formula One unveiled MSC Cruises, one of the fastest growing and largest cruise brands, as a Global and Official Cruise Partner following a multi-year deal. The partnership sees Formula One use MSC Cruises’ technologically advanced ships port-side during specific Grand Prix weekends. Both parties also work towards sustainable change and becoming net-zero carbon.
In April 2022, Formula One announced a five-year partnership with global leader in customer relationship management, Salesforce. The partnership sees Formula One use Salesforce’s technology and products to develop and grow fan engagement whilst creating various fan experiences. Salesforce, which already has net zero carbon emissions, also works towards helping Formula One achieve its net zero emissions target by 2030.
Amazon Web Services (AWS) signed a multi-year partnership with Formula One in June 2018. AWS currently serves as the championship’s Official Cloud and Machine Learning Provider. AWS provides Formula One with data to enhance its race strategies, data tracking systems, and digital broadcasts through a wide variety of its services, including Amazon SageMaker and AWS Lambda.
Qatar Airways joined as the Global Airline Partner of F1 in February 2023. The multi-year partnership also sees Qatar Airways serve as the title sponsor of the Qatar Grand Prix, the Hungarian Grand Prix, and the Emilia Romagna Grand Prix, while also enjoying trackside and digital branding during race weekends. The deal also has Qatar Airways providing fans with exclusive travel packages to enjoy the Formula One experience.
In March 2021, Formula One announced a three-year partnership with Italian sparkling wine brand Ferrari Trento, which joined as the Official Sparkling Wine of Formula One and is the official toast of the championship’s celebrations on the podium ceremonies.
Lenovo signed a multi-year deal with Formula One in March 2022, joining as an Official Partner. The agreement sees Formula One use Lenovo’s technology to provide fans with the highest level of racing and entertainment. Additionally, Formula One also uses Lenovo’s technology at both its base and at the race tracks. It has also integrated Lenovo’s High Performance Computing, server solutions and hardware devices into its operations.
Leading lubricants manufacturer Liqui Moly signed a multi-year agreement with Formula One in March 2019. Liqui Moly enjoys expanded branding at the trackside during the Formula One season.
Liqui Moly and F1 extended their partnership in March 2023, which included more physical trackside signage along with virtual branding at race weekends.
In April 2023, Formula One announced a new multi-year partnership with subscription service Paramount+, which joined as an Official Partner of the series.
The deal puts Paramount+ branding across various race weekends. The platform also enjoys physical trackside signage and digital sponsorships. The two parties also provide fans with various new engagement opportunities, including content series.
In June 2023. F1 on-boarded TuneIn, a leading live-streaming audio service, as the Official Audio Broadcaster of the series. The partnership provides all TuneIn Premium users in the USA and Canada complete audio coverage of all Practice and Qualifying sessions as well as races of the entire Formula One 2023 season.
Bookmaker 188Bet was announced as Formula One’s Official Asia Partner following a five-year deal in January 2020. The partnership allows 188Bet to gain ownership to the F1 Play predictor app and get branding visibility on Asian broadcasts and on social media platforms.
A leading cloud application for finance and human resources, Workday signed a multi-year partnership with Formula One in May 2021, joining as the Regional Finance & HR Enterprise Partner in the United Kingdom and Germany.
The partnership gives Workday prime access to use Formula One’s assets to reach out to wider audiences in the UK and Germany through social, digital and content platforms.
In May 2022, both parties renewed their partnership which saw Workday become a Regional Partner of Formula One. The expansion also saw Workday gain trackside branding visibility during the European races.
Cyber operations company Herjavec Group was announced as Formula One’s Official Cyber Security Services Partner in March 2021. Formula One uses Herjavec’s software to detect and protect itself from possible security threats.
Red Bull’s premiere fashion brand AlphaTauri was announced as Formula One’s Official Premium Fashion Apparel Supplier in March 2022. The agreement sees AlphaTauri supply the entire Formula One contingent on the racetracks, including the senior staff and presenters, with uniforms.
Japanese wheel manufacturer BBS signed a multi-year partnership with Formula One in January 2022. The agreement sees BBS supply wheels to all of the Formula One teams. Additionally, BBS also supplies rims to the teams.
In March 2022, Tata Communication was announced as the Official Broadcast Connectivity Provider of the series following a multi-year deal. The partnership is aimed to deliver and enhance world-class, technologically advanced experience for the fans worldwide.
PUMA signed a multi-year deal with Formula One in May 2023 coming on board as an Official F1 Provider. The partnership sees PUMA produce F1-licensed apparel, footwear and accessories as well as exclusively sell F1 and team merchandise at a number of Grands Prix. PUMA also creates fan wear collections and uniforms for Formula One personnel.
The partnership sees PUMA produce F1-licensed apparel, footwear and accessories as well as exclusively sell F1 and team merchandise at a number of Grands Prix. PUMA also creates fan wear collections and uniforms for Formula One personnel.
- Global Partners – Aramco, Crypto.com, DHL, Heineken, Pirelli, Rolex, MSC Cruises, Salesforce, AWS, Qatar Airways
- Official Partners – Ferrari Trento, Lenovo, Liqui Moly, Paramount+
- Regional Partners – 188Bet, Workday
- Official Providers – Herjavec, AlphaTauri, BBS Motorsport, Tata Communications, PUMA
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