Last weekend’s Abu Dhabi Grand Prix marked the end of the 2023 Formula One season. As F1 fever continues to sweep the US following the inaugural Las Vegas Grand Prix on November 17, one of the lesser-known stories is the sport’s remarkable surge in partnerships with US brands, which currently comprise more than 45% of US or European F1 partnerships (F1 + F1 Teams), closing in on European brands. Since Liberty Media took the F1 helm in 2017, the number of US brands sponsoring the circuit and its teams has more than doubled, to over 110 in 2023. Assuming the current trajectory continues, US sponsors could surpass their European counterparts in just two years.

As the Global Tire Partner of F1 since 2011, Pirelli leads the list of sponsors with the most deals, supplying tires to all 10 teams. The Italian brand recently extended its partnership through at least 2027. Five brands–Alpha Tauri, Alpinestars, Hewlett-Packard Enterprise, Puma and Riedel–tie for second with three sponsorships each, while Amazon Web Services (AWS), Crypto.com, and Salesforce are among the more than 15 brands in third place, with two deals.

McLaren F1 Team takes pole position with the most endorsements this season, partnering with 57 brands–a remarkable 45% of which are US-based, including Hilton Hotels & Resorts, Google Chrome, and New Era. Alfa Romeo F1 Team Stake trails closely with 54 sponsorships. Oracle Red Bull Racing, the 2023 Formula 1 Constructors’ Champions, takes third with 47 sponsorship deals–Blenders Eyewear, Therabody, and Walmart among them.

Rolex enjoyed the enviable distinction as the brand with the most race naming rights partnerships, sponsoring the Australian GP, Austrian GP, and Brazilian GP. Just three of the season’s 22 races–the Azerbaijan GP Mexican GP, and Monaco GP–conspicuously lacked a title sponsor.

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