Aditya ChaudhuriThis article contains information about the organisations serving as official sponsors and partners to the 2024 FIA Formula One (F1) World Championship.
Global Partners
Aramco
In March 2020, Formula One signed a long-term global sponsorship deal with Saudi integrated oil and gas company Aramco.
The partnership sees Formula One work with Aramco to identify different ways to help the advancement of sustainable fuels, enhanced engine efficiencies, and emerging mobility technology.
Additionally, almost all races on the F1 calendar have Aramco trackside branding, with Aramco also gaining broadcast integration and exposure through digital F1 channels.
Crypto.com
The Singapore-based cryptocurrency exchange platform 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
DHL has been a Global Partner of Formula One since 2004.
As the Official Logistics Partner of F1, DHL not only helps with transporting transmission technology, equipment, cars, and fuel for the racing teams, it also enjoys prominent on-track branding.
DHL renewed its partnership with Formula One in March 2021, while also announcing that it would officially present two awards from the 2021 season onwards: the DHL Fastest Lap Award and the DHL Fastest Pit Stop Award.
Heineken
In June 2016, Dutch beer giant Heineken announced a multi-year partnership agreement with Formula One, coming on board as a Global Sponsor.
The partnership sees Heineken act as the title sponsor for several F1 races, enjoy trackside branding, and serve as F1’s Official Global Beer Partner. Heineken and Formula One also collaborate on various digital activations, including numerous campaigns on raising awareness about drinking and driving.
Pirelli
Pirelli has been Formula One’s global tyre supplier since 2011, when it replaced Bridgestone.
The partnership sees Pirelli provide all F1 teams with tyres throughout the race calendar.
In November 2018, Pirelli announced a five-year extension to its partnership with Formula One.
Rolex
Luxury Swiss watchmaker Rolex signed on as Formula One’s Official Timekeeper and Official Timepiece in December 2012.
As per the deal, Rolex provides the time of different locations at each race along with enjoying branding visibility around the circuit.
MSC Cruises
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. The two parties also work towards sustainable change and reaching their net-zero carbon goals.
Salesforce
In April 2022, Formula One announced a five-year partnership agreement with Salesforce, a global leader in customer relationship management.
The partnership sees Formula One use Salesforce tech 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.
AWS
Amazon Web Services (AWS) signed a multi-year partnership agreement with Formula One in June 2018.
AWS currently serves as the championship’s Official Cloud and Machine Learning Provider, providing 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
Qatar Airways became the Global Airline Partner of F1 in February 2023.
The multi-year deal also sees Qatar Airways act 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 sees Qatar Airways provide F1 fans with exclusive travel packages.
Official Partners
Ferrari Trento
In March 2021, Formula One announced a three-year partnership agreement with Italian sparkling wine brand Ferrari Trento, which thus became the Official Sparkling Wine of Formula One and the official toast of the championship’s celebrations during podium ceremonies.
Lenovo
Lenovo signed a multi-year deal with Formula One in March 2022, coming on board as an Official Partner.
The agreement sees Formula One use Lenovo tech to provide fans with the highest level of racing and entertainment. Formula One also uses Lenovo tech at both its base and race tracks, having also integrated Lenovo’s High Performance Computing, server solutions, and hardware devices into its operations.
Liqui Moly
Leading lubricants manufacturer Liqui Moly signed a multi-year agreement with Formula One in March 2019.
As per the deal, Liqui Moly enjoys expanded branding at the trackside throughout 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 for the former.
Paramount+
In April 2023, Formula One announced a multi-year partnership agreement with subscription service Paramount+, which came on board as an Official Partner.
The deal puts Paramount+ branding across various race weekends. The platform also enjoys physical trackside signage and digital sponsorships, with the two parties providing fans with various engagement opportunities, including content series.
Regional Partners
188Bet
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 F1’s Asian broadcasts and social media platforms.
Workday
A leading cloud application for finance and human resources, Workday signed a multi-year partnership agreement with Formula One in May 2021, coming on board as its Regional Finance & HR Enterprise Partner in the UK and Germany.
The partnership gives Workday prime access to use F1 assets to reach out to wider audiences in the UK and Germany through social, digital, and content platforms.
In May 2022, the two parties renewed their partnership, which saw Workday become a Regional Partner of Formula One. The expansion also saw Workday gain trackside branding during the European races.
McDonald’s
McDonald’s joined Formula One as a Regional Partner in Latin America on a multi-year deal in March 2024.
As per the deal, McDonald’s works on various fan activities to deliver quality, personalised experiences that go beyond the race day.
American Express
American Express joined F1 as its Official Payments Partner in October 2023. It also supports F1 Academy.
Official Providers
BBS Motorsport
Japanese wheel manufacturer BBS signed a multi-year partnership agreement with Formula One in January 2022.
The agreement sees BBS supply wheels and rims to all F1 teams.
Tata Communications
In March 2022, Tata Communications was announced as the Official Broadcast Connectivity Provider of the series following a multi-year deal.
The partnership entails the Mumbai-based company delivering and enhancing world-class, technologically-advanced experience for the F1 fans worldwide.
PUMA
PUMA signed a multi-year deal with Formula One in May 2023, coming on board as an Official Provider.
The partnership sees PUMA produce F1-licensed apparel, footwear, and accessories as well as exclusively sell F1 and team merchandise at select Grands Prix. PUMA also creates fan wear collections and uniforms for Formula One personnel.
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