The Business of Formula 1: How Brands Are Betting Big in 2025
Formula 1 is no longer just a motorsport—it’s a global luxury platform, a lifestyle brand, and one of the fastest-growing marketing stages in the world. With a 24-race calendar, Netflix-fueled fandom, and elite audiences across continents, brands are investing in F1 not just to sell, but to belong. From fashion to fintech, champagne to crypto, 2025 is proving that Formula 1 is where business meets spectacle.
Here’s how—and why—brands are betting big on Formula 1 this season.
F1’s audience growth since the launch of Drive to Survive is staggering. According to Liberty Media, global viewership passed 1.5 billion cumulative viewers in 2024, with massive growth in the U.S., India, and Southeast Asia. But what really excites marketers? The demographics.
In short: it’s a global, mobile, high-income audience that craves both access and aspiration. That’s brand gold.
Gone are the days when a brand slapped its logo on a car and called it a day. In 2025, F1 partnerships are multi-platform activations that span race weekends, social media, in-person events, and product collabs.
Even teams are rethinking structure. Red Bull and Mercedes now have dedicated brand integration teams, ensuring sponsors aren’t just visible—they’re embedded into the fan journey.
The Paddock Club isn’t just about champagne and photo ops. It’s one of the most powerful business networking environments in the world. Executives, venture capitalists, athletes, and celebrities mingle trackside in exclusive lounges, closing deals and forging partnerships.
Luxury brands are leveraging these settings to:
For founders and dealmakers, being present at a Grand Prix is less about the race and more about the room you’re in.
From grandstand looks to grid walk style, F1 is now a fashion runway. The days of polos and caps are evolving into streetwear drops, designer collabs, and influencer-driven styling.
Luxury brands know that F1 isn’t just about cars—it’s about culture. And aligning with F1 puts them in front of a fashion-conscious, social-savvy audience worldwide.
Hosting a Grand Prix isn’t just a sporting decision—it’s a citywide marketing campaign. Governments and tourism boards now pitch F1 weekends as luxury lifestyle festivals designed to attract high-net-worth travelers.
In 2025, São Paulo, Las Vegas, and Singapore are leading the way. These cities promote:
This creates a halo effect where every local brand benefits from the F1 energy.
Formula 1 is a data-driven sport—and tech brands see it as the perfect demo space.
The tech integration is real, and it gives brands real-time case studies to show off their products in high-pressure, high-profile environments.
Hospitality at a Formula 1 race is no longer just a perk—it’s the brand. Curated experiences are the ultimate flex for companies wanting to impress clients, reward loyalty, or build buzz.
In 2025, we’re seeing:
For brands, it’s about turning F1 into a multi-sensory ecosystem where their audience lives, eats, celebrates, and connects.
Formula 1 has transformed into more than just a sport. It’s a global luxury stage, a content engine, a cultural phenomenon, and a powerful commercial ecosystem. From fashion houses and fintech startups to watchmakers and whiskey brands, everyone wants in—not just for the exposure, but for the experience.
And for luxury consumers and high-level networkers, an F1 race is the new boardroom, runway, and VIP lounge—all rolled into one.
Want to experience the business and lifestyle side of Formula 1 in person?
Apply for Richard Jarocki’s exclusive São Paulo Grand Prix experience—where motorsport, luxury, and insider access converge.
👉 www.richardjarocki.com/apply-to-attend
