Spomotion Analytics Motorsport

At the team level, McLaren Mastercard leads all Formula 1 teams in the number of U.S.-based partners. Atlassian Williams ranks second, while newcomer Cadillac F1 currently has the fewest U.S. partners as it builds its commercial platform. Audi Revolut F1, another 2026 entrant, remains in an early phase of partnership development. Among individual companies, the largest U.S. brands represented in Formula 1 in 2026 include Amazon, Google (Alphabet), and Berkshire Hathaway (Duracell). Technology companies account for more than 46% of all U.S.-based partners in Formula 1, while consumer-focused companies represent a further 24,8 %. For more information on partnerships and sponsorships in Formula 1, visit: spomotionanalytics.com

The McLaren Formula 1 Team has the highest number of U.S.-based partners. A notable shift in this chart is that Atlassian Williams now ranks second for the number of U.S. partners. For more information on partnerships and sponsorships in Formula 1, visit: spomotionanalytics.com

Analyzing partnership networks in Formula 1 highlights the scale of the commercial ecosystem surrounding a single Formula 1 team. Scuderia Ferrari HP’s partners collectively employ nearly 1.7 million people and generate total revenues of approximately $790 billion. The full report is available here: spomotionanalytics.com/products/scude…

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The updated Spomotion Analytics Scuderia Ferrari HP Partnership Network Report 2025-2026 is available for download: spomotionanalytics.com/products/scude…

Unilever has, after a short break, returned to the McLaren Mastercard Partnership Network. I had expected Unilever to step away from its partnership with the McLaren Mastercard, which was originally announced in January 2020. However, the company is now back—this time not under its own name, but through its US-based nutrition brand, Liquid I.V. Founded in El Segundo, California, in 2012 by entrepreneur Brandin Cohen, Liquid I.V. was acquired by Unilever in 2020, the same year Unilever signed the McLaren deal. Since then, it has grown into the number one powdered hydration brand in the United States. Its formula, enriched with electrolytes, vitamins, and essential nutrients, is designed to transform ordinary water into a more effective hydration solution. This feels like a smart strategic move by Unilever—leveraging Formula 1’s global platform to promote a high-potential brand that could scale internationally. lnkd.in/djXvKy_9

In the Spomotion Analytics Formula 1 Partnership Report, we analyze the financial performance of team partners. While company growth can naturally be driven by strong market demand and overall industry expansion, an important question remains: how does a Formula 1 partnership actually influence a company’s financial performance—particularly its growth? The McLaren Mastercard Formula 1 team is heavily oriented toward the tech sector, an industry that has experienced significant momentum in recent years. Even so, when examining the performance of McLaren’s Mastercard partners, the results are notable: nearly 60% of these companies reported growth in 2025 compared to 2024. This is a good number 🙌 You can find the reports here: 👉 spomotionanalytics.com

Israeli 🇮🇱 crypto company eToro is among the new crypto partners entering Formula 1 in 2026. eToro has replaced Binance, Ape Coin and BlockDag at BWT Alpine. But how established is eToro as a player in sports sponsorship? As we can see, eToro has been one of the most active crypto-related partners in football over the past few years, building a strong and consistent presence across multiple clubs and leagues. Meanwhile, Socios.com, token, and Sorare, blockchain fantasy game, remain the two crypto platforms with the highest number of partnerships in European football. spomotionanalytics.com

We know them as the “Magnificent Seven” — Alphabet, Microsoft, Meta, Amazon, Nvidia, Tesla, and Apple. Together, these companies account for more than 30% of the S&P 500 — just showing how influential these companies are? In the picture below I have tried to show how involved these companies are as partners in Formula 1 and four of Europe’s top football leagues. In football, Arsenal F.C. recently announced a global partnership with Meta, bringing WhatsApp and Facebook into its commercial network. Notably, this marks Meta’s first major partnership in European football. Congratulations Arsenal 🙌 Well done. Formula 1 has successfully attracted several of the Magnificent Seven brands. One notable exception has been Nvidia, and Tesla of course, which has been more hesitant to engage in the sport despite its huge role in the global tech sector. For this analysis, I have also included CoreWeave and Arm Holdings, given their close strategic alignment with Nvidia — even though they are not directly controlled by it. I have also included Apple and AppleTV in the Fortmula 1 category, even though it is "just" a TV broadcasting deal. If you want to learn more about the Formula 1 partnership networks, go to: 👉 spomotionanalytics.com

Finland 🇫🇮 has been ranked the “world’s happiest country” for the ninth consecutive year. Yet one thing we don’t lead in? Marketing our own excellence. We build world-class technology and products—but too often fail to showcase them globally. That’s why I’m excited to promote Spomotion Analytics’ Formula 1 Reports. 📊 Full 2025 sponsorship landscape 🔄 Key partnership changes for 2026 🏎️ Team-by-team insights across Formula 1 💰 Full report access: USD 320 If you’re a partner, a potential partner or working in sports, sponsorship, or analytics—this is for you. 👉 spomotionanalytics.com

Seven major airlines are currently partners of Premier League clubs in 2026. The only British Airline is British Airways, a partner of Brighton & Hove Albion FC. Airlines have traditionally been cautious about motorsport sponsorship, largely to avoid associating their brands with the risks of crashes. However, UAE-based airlines have taken a different approach, securing major partnerships in Formula 1. Etihad Airways is the latest major airline to join Formula 1 through a partnership with the McLaren Formula 1 Team. Etihad has also been a long-standing partner of the Abu Dhabi Grand Prix for more than 15 years. The airline’s last major Formula 1 team partnership was in 2008 with Scuderia Ferrari, when its logo appeared on the rear wing—a position it now occupies once again with McLaren. Meanwhile, fellow UAE carrier Emirates, formerly an official Formula 1 series partner, is now focused primarily on football and currently holds no role in Formula 1. Qatar Airways serves as the sport’s official airline partner. If you want to learn more about the Formula 1 partnership networks, go to: spomotionanalytics.com

All three global credit card companies—American Express, Visa, and Mastercard—are heavily involved in Formula One in 2026. But how does their presence compare in European football? As it stands, Visa has little to no visible involvement in football sponsorships. In contrast, American Express maintains a strong presence in the sport as an active partner. Meanwhile, Mastercard has significantly expanded its footprint in Formula One, becoming the Official Naming Partner of McLaren for the 2026 season. If you want to learn more about the Formula 1 partnership networks, go to: spomotionanalytics.com

I’m happy to share that our Spomotion Analytics Oracle Red Bull Racing Partnership Report (March 2025–2026) is now ready. We have been analyzing Formula 1 partnerships and partner networks for several years, and we now have a comprehensive database capturing partners, as well as all the changes and developments across the network in recent years. I have to say that Oracle Red Bull Racing has one of the strongest partnership networks in Formula 1, and the 2026 network appears to be the most robust one yet. It’s not easy to determine how much each partner contributes financially, as the agreements are not public. However, based on our analysis, the Oracle Red Bull Racing partnership network for 2026 is likely the most valuable in the team’s history, even though the number of partners has not increased since last year. You can find the report here: spomotionanalytics.com

Coca-Cola continues to dominate the football landscape in Europe, while PepsiCo has carved out a strong presence in Formula 1. PepsiCo remains heavily engaged in the U.S. sports market, but in Europe—particularly in football—it is the red-and-white competitor that leads the way. Coca-Cola’s involvement ranges from major sponsorships to supplier roles, yet its engagements compared to PepsiCo stand out. It is somewhat surprising that PepsiCo has relatively limited engagement in European football. What can we expect from Coca Cola? Do they focus on Football and leave Formula 1 to PepsiCo or will they return to Formula 1? To learn more about the partnerships in Formula 1, GO TO: spomotionanalytics.com

A huge congratulations to Kimi Antonelli 🇮🇹 on his historic first Formula 1 victory, and to the Mercedes-AMG Petronas Formula One Team for securing a double finish at the Chinese Grand Prix in Shanghai 💪 🙌 Congratulations also to the Mercedes-AMG Petronas partners. When we look over time, Mercedes has one of the most solid partnership networks in Formula 1. It is not one of the largest networks — in fact, it is one of the smaller ones in the sport. ❗ Still, the Mercedes-AMG Petronas Formula One Team generates one of the highest partnership revenues in Formula 1, only surpassed by Scuderia Ferrari and very close to McLaren, according to Spomotion Analytics. One interesting fact about the Mercedes partnership network is that it has the highest share of publicly listed partners. 🔥 86% of Mercedes’ partners are listed companies. To learn more about Formula 1 partnership networks, visit: spomotionanalytics.com

Why is Australia currently delivering more commercial momentum to Formula 1 than China? Over the past two years, Australia has quietly become one of the most interesting markets in Formula 1 from a partnership perspective. China, meanwhile, remains a market that teams have struggled to fully access commercially. The potential is enormous, yet the number of Chinese partners involved in Formula 1 is still surprisingly limited. Lenovo stands out as the flagship Chinese partner in the sport. But it raises an interesting question: where are companies such as Huawei, Tencent, or Alibaba? In contrast, Australia has produced several notable partnerships for the paddock. Perhaps the most visible example is Atlassian, the title partner of Williams. spomotionanalytics.com

How many of the partners and sponsors in Formula 1 are led by female CEOs in 2026? Last year, the percentage was around 4%. In 2026, it currently stands at about 3%. 👉 Among the most influential female CEOs connected to Formula 1 in 2026 are Mary Barra, CEO of General Motors, Lisa Su, CEO of AMD, and Adena Friedman, CEO of Nasdaq. It is encouraging to see Formula 1 teams hiring more and more women across different roles within the sport. But an important question remains: when will we see another female Formula 1 Team Principal? 👉 Monisha Kaltenborn (Sauber 2012-2017) and Claire Williams (Williams 2013-2020) are the pioneers. spomotionanalytics.com