LVMH has joined Formula 1 as a Global Partner for 10 years from 2025, the sport is welcoming Louis Vuitton as an Official Partner of Formula 1. Bringing together two of the world’s most recognisable brands, known for their innovation and excellence, Louis Vuitton will become the title partner for the first race of the […]
F1 and Nestlé sign a multi-year partnership
Formula 1 and Nestlé have announced a new multi-year partnership making KitKat the Official Chocolate Bar of Formula 1. The collaboration will officially launch during the 2025 season, marking the 90th anniversary of KitKat and the 75th anniversary of Formula F1 fans can look forward to consumer activations, promotional prizes and immersive fan zones at […]
Ferrari drives away with IBM fan engagement partnership
IBM has entered into a multi-year agreement with Ferrari S.p.A. to become the official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, the most renowned Formula 1 team, starting in 2025. The partnership brings together two iconic and enduring brands, both driven by a passion for innovation and a commitment to progress. IBM […]
Formula 1 signs luxury brand LVMH as global partner
Formula 1 has announced that luxury brands group LVMH will become a Global Partner in 2025 – when the sport will be celebrating its 75th anniversary. The new 10-year deal will include several of LVMH’s iconic Maisons, including Louis Vuitton, Moët Hennessy and TAG Heuer. A statement from Formula 1 and LVMH described the deal […]
American Express backs women in sport through F1 Academy partnership
F1 ACADEMY has announced that American Express is an Official Partner of F1 ACADEMY for the 2024 season. After becoming the Official Payments Partner of Formula 1 in the Americas last year, American Express is now joining forces with F1 ACADEMY in a collaboration dedicated to powerfully backing women in sport. British driver […]
McLaren Racing signs Halo as official partner
McLaren Racing have announced Halo, the fastest growing IT Service Management (ITSM) and Professional Services Automation (PSA) software provider, as an Official Partner of the McLaren Formula 1 Team from 2023. The partnership will support the McLaren F1 Team in enhancing its productivity through Halo’s industry-leading IT service management platform, HaloITSM. Through the […]
Puma to exclusively sell F1 and team merchandise
Formula 1 and PUMA have announced a multi-year partnership that will see the sport and lifestyle brand produce F1 licensed apparel, footwear and accessories and will exclusively sell F1 and team merchandise at a number of Grand Prix races. Since the mid-1980s, PUMA has pioneered motorsport clothing, developing fireproof overalls, race shoes and other […]
Scuderia AlphaTauri names Peter Bayer as CEO
Aimed at securing long-term stability and ensuring continuity, Scuderia AlphaTauri has announced that a new senior management structure is to be put in place at the Team. Former FIA executive Peter Bayer will join the Team as Chief Executive Officer later this year, while Franz Tost will step down from the role of Team […]
Formula 1 tweaks F1 Sprint format for six events
Formula 1 has confirmed adjustments to the F1 Sprint format for the six events that will be staged across the 2023 season, beginning with this weekend’s Azerbaijan Grand Prix. F1 Sprint made its debut back in 2021, with the original format seeing qualifying shifted to Friday and setting the grid for a new 100-kilometre […]
Formula 1 signs promotional deal with Paramount+
Formula 1 and Paramount+ have signed a multi-year promotional deal that will see the subscription service become an Official Partner of Formula 1, following a successful sports and entertainment collaboration between the iconic brands last season. The partnership, which reiterates F1’s commitment to exploring new fan engagement opportunities, will see the streamer’s popular content […]