As it reaches its 75th season, Formula 1 is enjoying impressive sponsorship growth of 10% versus 2024 as cryptocurrency and SAS/software players compete to support teams. Ampere estimates that sponsorship spend across F1 and its teams has now reached over $2.9bn.

F1 has capitalised on the popularity of Netflix’s series Drive to Survive, and Liberty Media’s strategic management since acquiring the series. In addition, the organisation has restructured and increased the product categories available to sponsors.

Trackside, a flurry of driver changes has seen team sponsors change, making for a dynamic and eventful off-season. This has fostered a more competitive, robust market — further increasing total sponsorship market value.

Teams account for 72% of total sponsorship revenue, with corporate F1 deals contributing the remainder. The Williams title sponsorship deal with Australian software corporation Atlassian is the largest team asset sold for the upcoming season so far. Ampere estimates this to be worth between $25-$35m annually. Further, Mercedes AMG’s deal with Adidas is the largest apparel-focused partnership of the off-season

F1’s drive for global appeal has helped attract major US brands, which account for over 34% of new deals for the season so far – the highest of any nation. New badge deals for 2025, meanwhile, include a 10-year $1bn deal with luxury brand LVMH, with further notable announcements including American Express entering its first full season as a F1 Global partner and IBM’s deal with Scuderia Ferrari.

In terms of sector, technology and financial service brands are the largest investors, each accounting for around 20% of all new sponsorship deals signed for the 2025 season. Cryptocurrency and software/SaaS brands remain at the forefront within these sectors, with notable collaborations include Gate.io with Red Bull and Coinbase with Aston Martin. Gambling brands have also been among highest-spending sponsorship sectors globally, and are having their most active off-season since 2023, following a quieter 2024.

Following a season of heightened on-track competition, and an off-season of lucrative sponsorship deals and expanded brand collaborations, Formula 1 looks set for another successful year.