Last weekend’s Australian Grand Prix–which saw McLaren’s Lando Norris win his first race at Melbourne’s Albert Park–marked the official start of Formula 1’s 2025 season. With 24 races spanning the globe, the world’s most prestigious motorsport–which celebrates its landmark 75th anniversary this year–is set to deliver another thrilling display of competition, technological innovation, and global exposure for brands. And as Audi and Cadillac prepare to join the lineup in 2026, next season is already gearing up to be a game-changing year for F1, offering bold new opportunities for brands to invest in the high-octane racing circuit.

With more than 450 brands currently buying sponsorships or media rights, F1’s commercial ecosystem has never been stronger, as a diverse range of partners–spanning global corporations to innovative startups–race to capitalize on its massive reach. In October, luxury giant LVMH announced a historic 10-year deal to become an F1 Global Partner starting this season, a blockbuster sponsorship that includes several of LVMH’s iconic Maisons–Louis Vuitton, Moët Hennessy, and TAG Heuer. Meanwhile, McLaren Racing and Mastercard joined forces last July in a multi-year deal that makes the global payments leader a major team sponsor.

Speaking of, McLaren leads the list of F1’s most sponsored teams with 66 partnerships–including deals with Google, T-Mobile, and Monster Energy–followed by Stake F1 Team (formerly Alfa Romeo/Sauber) with 45 sponsorships, as it builds on its new identity and burgeoning presence. Ferrari, one of sports’ most renowned brands, trails closely in third place with 43 deals–HP, Edelweiss Air, and Puma among them. Notably, the Software category leads all industries in sponsorships with 24–highlighting the sport’s growing reliance on AI and data-driven performance–while Athletic and Footwear takes second place with 20 partnerships. 

The arrival of Audi and Cadillac to the red-hot circuit next year will create a new wave of partnership opportunities for a sport that’s already a global sponsorship powerhouse. Audi will take over Sauber’s F1 entry, bringing a new manufacturer-backed team to the grid with strong ties to German and European brands eager to align with the prestige of a factory-backed outfit. Cadillac entreé into F1 in 2026 marks a major milestone for US involvement in the sport. Backed by General Motors and TWG Motorsports, the storied American carmaker’s upcoming debut as the 11th team on the grid is set to infuse fresh energy into F1 and attract new fans stateside.

With two new teams on the scene, brands lacking a presence in the sport will have a rare opportunity to secure high-profile real estate on team liveries, digital platforms, and paddock activations. With this investment, these companies will both buy into F1’s prestige and play a key role in helping these teams build their brands from day one, shaping the commercial and competitive landscape for years to come.

F1’s total social media engagement exceeds 250 million, making it one of the most engaging sports properties worldwide. Combined with record-breaking TV audiences and ever-expanding digital content strategies, brands entering F1 gain access to a worldwide fan base that grew to 826.5 million last year, a 12% increase from 2023. As brands seize the chance to align with the next generation of Formula 1 teams, only time will tell how the race for commercial dominance within F1 will ultimately play out.

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