Request Demo
Nayeemul Islam
Junior Content Marketer
Insights / 5 Min.
Formula 1 (F1) racing isn't just about speed, adrenaline, and roaring engines- it's also a global stage for brands eager to align themselves with excitement, innovation, and a passionate fanbase. But have you ever wondered how F1 sponsorship has evolved over the years, and what brands have been drawn to the prestige of this elite motorsport? Today, Shikenso answers that and much more, so read on find out.
In 2004, DHL stepped in as the first ever sponsor of Formula One. Fast forward to the 2010s, more brands like Heineken and Pirelli realized the global potential of the motorsport and hopped in. Later on, names such as AWS, Aramco, and crypto.com joined as sponsors, representing cutting-edge technology, energy, and digital finance sectors, all resonating with Formula 1's own push for innovation and environmental responsibility. By 2025, the sponsorship roster had diversified even further. Luxury giants such as LVMH and Louis Vuitton began leveraging the sport's elite global audience. Even the beauty industry is ready to race around the tracks of F1.
The world's leading logistics company, DHL is the longest standing partner of F1 starting their journey with the motorsport 20 years ago. After extending their partnership last year, DHL continues to be the Official Logistics Partner of F1. DHL has been working relentlessly to support Formula One's goal of reaching its Net Zero 2023 target.
Heineken (2008)
Formula 1 has had Heineken as a global partner since 2016, and the company recently extended its sponsorship for a further five years, until 2027. As part of its responsible drinking campaign, the Dutch beer company will use Formula One's worldwide platform to spread messages about responsible drinking and advertise Heineken 0.0, a high-end, alcohol-free beverage.
Image Credit: Formula 1 Official Website.
Pirelli serves as the Global Tire Partner of Formula 1 as well as the exclusive tire supplier to the World Championship. The Italian tire manufacturer took on the role as sole supplier back in 2011.
Amazon Web Services (AWS) has been serving as a global partner of F1 since 2018. Since then, AWS has been building fan experience of the future by providing unique race strategy, car performance, and competitor insights to fans.
Liquimoly (2019)
Liqui Moly has been an official partner of Formula 1 since 2019, and the partnership continues with a multi-year renewal until the end of 2026. As an Official Partner, the German motor oil manufacturer will continue to have physical and virtual trackside signage at select race events.
Aramco is a major sponsor of Formula 1, both as a global partner and the sole title sponsor of the Aston Martin F1 team, known as Aston Martin Aramco Formula One Team. Aramco's sponsorship of the Aston Martin F1 team will run until the end of 2028.
Image Credit: Aramco Official Website.
Crypto.com is a global partner of Formula 1 with an agreement that runs through 2030. Additionally, the company is also the title sponsor of the Formula 1 Crypto.com Miami Grand Prix. Formula One has been a key driver in elevating Crypto.com to the most recognized crypto brand in the world.
Salesforce became a global partner of Formula 1 in 2022 with the deal locked in place till 2030. A company with zero net emissions, it wants to accelerate Formula 1's mission to fulfill the same goal by 2030.
MSC Cruises is not only a global partner of the sport but also the title sponsor of three Formula 1 races in 2025, including the Austrian, United States, and Brazilian Grand Prix.
Lenovo is a global partner of Formula 1 building upon their official partner status since 2022. The brand provides technology devices, solutions, and services to support the sport's operations, including Grands Prix at track and remotely.
Paramount+ became an official partner of Formula 1 in 2023. The deal brings the streaming service to Formula 1 race days all across the world helping them reach wider global audiences.
In 2023, American Express became a sponsor of Formula 1 but the following year, they expanded their partnership globally instead of being a regional partner. American Express is now partnered with the F1 ACADEMY, an all-female racing series, for the 2025 season.
In 2023, Qatar Airways became Formula 1's Global Airline Partner. In the same year, the brand sponsored three Grands Prix including the Qatar Grand Prix, the Gran Premio del Made in Italy e dell'Emilia-Romagna and the Hungarian Grand Prix.
The Las Vegas Convention and Visitors Authority (LVCVA) joined Formula 1 as an official partner, extending their association through the end of 2025, building on the success of the first Las Vegas Grand Prix. The goal of this collaboration is to engage followers worldwide and promote tourism.
Globant and Formula 1 announced a multi-year partnership until 2026. The move aims to elevate the digital experiences for both F1 teams and fans. Globant also became an official partner of Williams Racing making Williams its first team partnership in the sport.
Replacing Rolex in 2025, Tag Heuer became the Official Timekeeper of Formula 1. Additionally, the brand has been serving as the Official Partner and Timekeeper of the Oracle Red Bull Racing Formula 1 team since 2016.
Image Credit: Formula 1 Official Website.
In 2025, Santander signed a multi-year agreement to become Formula 1's official retail banking partner. The company also revealed a new sponsorship deal with the Williams Racing Formula 1 team the same year. Santander previously sponsored Scuderia Ferrari, but that partnership ended at the end of 2024.
Kicking off in 2025, KitKat became the official chocolate bar of Formula 1 in a multi-year partnership. This multi-year collaboration is Nestlé's largest global brand partnership to date.
LVMH (2025)
LVMH is the global luxury partner of Formula 1, signing a 10-year deal with them.
As part of LVMH's partnership with Formula One, the Moët & Chandon champagne brand serves as the official champagne of the motorsport. The company is also a title sponsor of the Formula 1 Moët & Chandon Belgian Grand Prix.
Following LVMH's move as the global luxury partner of Formula 1, Louis Vuitton became the title partner for the first race of the season in Melbourne – the Formula 1 Louis Vuitton Australian Grand Prix 2025.
Today, Formula 1's sponsorship landscape paints a vivid picture of its evolution- from pure racing spectacle to a versatile marketing platform that reflects global economic trends and consumer preferences. Whether it's household brands, luxury icons, or sustainability champions, F1 continues to attract brands eager to race into the future alongside the world's premier motorsport.
