F1 sponsorship driving brand recognition and loyalty

In recent years, the dynamic between a Formula 1 team and its partners has changed – the relationship is often symbiotic, much more than just a sticker on a car.

Technical partnerships, engineering support and AI innovation have all increased, but as the 2025 Global F1 Fan Survey shows, brand awareness also remains a key signifier for sponsors coming into the series.

From high-end fashion labels and luxury watchmakers to energy drink manufacturers and video game characters, there are a broad spectrum of brands engaged with F1, its teams and their drivers.

The survey, a collaboration between F1 and the Motorsport Network that received over 100,000 responses, highlights the power of such companies being associated with a championship which is continuing to increase in popularity.

An impressive 76% of fans said that sponsorship contributes positively to F1 while almost a third of respondents said they were more likely to consider a sponsor’s product over that of a product produced by a company not linked to F1.

That figure only increases when broken down into the different audiences, with 40% of Gen Z fans and 38% of new fans (those who have been fans for five years or less) showing brand receptivity.

Fans at the circuit

With fans able to get closer to the championship than ever before, building loyalty to teams and drivers through social media channels and Drive to Survive on Netflix, it is clear that collaboration between F1, drivers and teams elevates the perception of a brand – and that focusing on human interest stories delivers greater performance than standard media inventory.

“The data makes one thing clear. F1 is known as a trusted brand that is culturally relevant and engages with its audience in meaningful ways,” Stefano Domenicali, F1 CEO and president, said in the introduction to the survey.

“It also shows that our partnerships are authentic and appeal to our fans making us an incredible platform for global brands to be part of.”

Luxury brand conglomerate LVMH signed a record 10-year deal with F1 from 2025 onwards, but the series has also been able to diversify its partnership portfolio; the likes of Disney, LEGO, Barilla and KitKat are all new brands who are linked to F1.

Meanwhile teams have been able to welcome diverse partners like adidas (Mercedes), Chivas Regal (Ferrari) and Sonic the Hedgehog (McLaren), with a recent independent report showing sponsorship in F1 topped $2billion for the first time in 2024.

The Global F1 Fan Survey shows just why these brands want to be a part of the series, with the direct correlation between sponsorship and consumer loyalty a huge attraction.