With the sport’s rising popularity, Formula 1 is the place to be. It is where all the big companies want to be present, and all sponsors want to be showcased. Several huge sponsorship deals have been signed recently. Paddock Magazine brings you the five most exciting sponsors that have newly joined F1.
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HP
Ferrari and HP Inc. announced a historic, multi-year title partnership. Connecting two of the world’s most iconic companies, the partnership features a shared commitment to advance sustainable innovation and accelerate purposeful technology across the Scuderia Ferrari Formula 1 team, the Scuderia Ferrari Esports team, and the Scuderia Ferrari Driver Academy.
HP and Ferrari are committed to accelerate sustainable innovation whether through technology or sport. The companies will also work together to expand educational initiatives within their teams and communities and create a lasting impact for generations to come.
As part of the partnership, the integration of HP’s high-performance products and services, including adaptive PCs and devices, conferencing technology, and printing capabilities, will enable Scuderia Ferrari HP and the other racing teams of the Prancing Horse to turbo charge training precision and optimize strategic decision-making, on and off the track.
“Our founder passed on to us his continuous will to progress. From this stems our drive to innovate on the road and on the track, as well as our commitment to a sustainable future, from carbon neutrality to the education of the younger generation,” said Benedetto Vigna, CEO of Ferrari. “In HP we have found the same values, which make it an ideal partner. We look forward to starting our collaboration and facing new opportunities and challenges together.”
Globant
Formula 1 has announced world-leading digital services provider and digital consultant Globant as a new Official Partner in a new multi-year partnership.
As an Official Partner, Globant will support Formula 1 in building best in class IT systems and products. Globant delivery teams will use their industry expertise and innovative technology to transform and enhance the at-event digital experiences for F1 fans and key stakeholders, including the content delivery system used on the pit wall, a real-time streaming solution that provides F1 and key stakeholders with unique multi- channel media.
Throughout the partnership, F1 will use leading Globant technology to create once-in-a-lifetime moments for fans attending Grands Prix, both on and off track. Globant will also have a visible presence at Grands Prix this season, with Pit Lane Gantry signage and physical trackside branding at select events.
eBay
30. April 2024: McLaren Racing announces eBay as an Official Partner of the McLaren Formula 1 Team on a multi-year partnership.
The partnership will see eBay branding feature on the race cars of McLaren Formula 1 Team drivers Lando Norris and Oscar Piastri for four races across the 2024 season – starting with the Miami Grand Prix. eBay branding will also be present at the British, United States and Las Vegas grands prix.
As global brands, the partnership will enable both McLaren Racing and eBay to reach new audiences through unique story-telling opportunities with their respective fans and customers around the world, with a focus on community, individuality and passion.
„McLaren Racing and eBay have a great synergy with both brands having a commitment to a passionate community of followers” – said Zak Brown, CEO of McLaren Racing.
McDonald’s
At the beginning of March, McDonald’s has been announced as a Regional Partner of Formula 1 in Latin America, following an agreement between F1 and Arcos Dorados, the operator of the iconic fast-food brand in the region. The multi-year partnership is the first of its kind for F1 in the region as the sport’s audience continues to grow in Latin America.
With Grands Prix in Mexico City and São Paulo, and a roster of iconic drivers hailing from the region throughout the sport’s history, Formula 1 has long had a significant presence in Latin America and in recent years the audience has grown significantly. The fanbase in the region now boasts over 150 million fans with almost 1 in 2 in Mexico having started to follow F1 in the last four years.
Through this partnership, fans will be able to engage with F1 in new ways as McDonald’s deliver quality, personalised experiences that go beyond race day, combining the best of their over 2,300 physical restaurants across the region and the brand’s mobile app. McDonald’s will also have visibility on a race weekend through virtual trackside signage which will be shown in broadcasts in Latin America only.
Visa
At the end of January, Red Bull F1 Teams and Visa announced an unprecedented multi-year agreement where Visa became the first global partner of both Red Bull F1 teams, bringing a new look team to the F1 grid in the form of Visa Cash App RB, formerly Scuderia AlphaTauri.
Visa’s first new major global sports sponsorship in more than 15 years, the agreement encompasses the Visa Cash App RB team, corresponding title partnership on the F1 Academy team entry and the Oracle Red Bull Racing team. The Visa logo appearing on both the Oracle Red Bull Racing and Visa Cash App RB cars as well as the F1 Academy entries from the respective teams.
“We’re thrilled to embark on this journey with Visa and Red Bull,” said Catherine Ferdon, Head of Brand, Cash App. “The Visa Cash App RB team and Cash App are dedicated to connecting people and communities, and there’s no greater unifier than sports. With the continued growth of Formula One in the US, this sponsorship allows us to deepen our relationship with Formula One fans and furthers Cash App’s commitment to supporting and growing the culture of F1 fandom in the United States while offering more value to our customers. We have a history of elevating emerging talent and look forward to sponsoring a team known for developing incredible up-and-coming drivers.”