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Autosport Business

Covering industry news and insight into the business of motorsport

Supersonic – McLaren announce partnership with SEGA and its famous mascot

Formula 1
F1 Formula 1
Supersonic – McLaren announce partnership with SEGA and its famous mascot
Sonic the Hedgehog is famed for his speed and now the video game character has linked up with McLaren as SEGA becomes the team’s official gaming partner

Toto Wolff to headline Autosport Business Exchange: New York

General
MISC General
Toto Wolff to headline Autosport Business Exchange: New York

More eyes on the prize – Formula E viewing figures increase

Formula E
FE Formula E
More eyes on the prize – Formula E viewing figures increase

Soft sell: vintage F1 memorabilia goes on sale at Selfridges

Formula 1
F1 Formula 1
Soft sell: vintage F1 memorabilia goes on sale at Selfridges

Motorsport Valley hits new peak – report shows growth in UK motorsport industry

Formula 1
F1 Formula 1
Motorsport Valley hits new peak – report shows growth in UK motorsport industry

Art of the deal – 1Password and Red Bull partnership showcased in F1 Academy at Canadian GP

F1 Academy
F1AC F1 Academy
Art of the deal – 1Password and Red Bull partnership showcased in F1 Academy at Canadian GP

F1 and Nestle announce KitKat activations for Mexican GP 

Formula 1
F1 Formula 1
F1 and Nestle announce KitKat activations for Mexican GP 

Formula 1 sponsorship tops $2billion for the first time

Formula 1
F1 Formula 1
Formula 1 sponsorship tops $2billion for the first time

Rosé-tinted spectacle – Formula 1 welcomes Whispering Angel as partner

Formula 1
F1 Formula 1
Rosé-tinted spectacle – Formula 1 welcomes Whispering Angel as partner

Wickens proves he’s ready for his new challenge

Sponsored
Sponsored
Wickens proves he’s ready for his new challenge

Official APX GP merchandise launches ahead of F1 film

Formula 1
F1 Formula 1
Official APX GP merchandise launches ahead of F1 film

Liberty Media and LVMH executives among F1 partners panels at Autosport Business Exchange: Monaco

Formula 1
F1 Formula 1
Liberty Media and LVMH executives among F1 partners panels at Autosport Business Exchange: Monaco

“Shakespeare on wheels” – F1’s biggest ever partner on why the series captures the imagination

Formula 1
F1 Formula 1
“Shakespeare on wheels” – F1’s biggest ever partner on why the series captures the imagination

Playing its cards right – Red Bull extends partnership with Visa

Formula 1
F1 Formula 1
Playing its cards right – Red Bull extends partnership with Visa

Chang: Liberty has taken F1 “well beyond” a core sports product

Formula 1
F1 Formula 1
Chang: Liberty has taken F1 “well beyond” a core sports product

Cloud cover for Aston Martin as CoreWeave deal struck

Formula 1
F1 Formula 1
Cloud cover for Aston Martin as CoreWeave deal struck

F1 inks deal with Disney for Mickey Mouse merchandise

Formula 1
F1 Formula 1
F1 inks deal with Disney for Mickey Mouse merchandise

Wickens: Taking the next step on the comeback trail

Sponsored
Sponsored
Wickens: Taking the next step on the comeback trail

GM boss insists Trump tariffs will not impact Cadillac F1 project

Formula 1
F1 Formula 1
GM boss insists Trump tariffs will not impact Cadillac F1 project

Sending a message - Communications giant Infobip teams up with Haas F1

Formula 1
F1 Formula 1
Sending a message - Communications giant Infobip teams up with Haas F1

Rare Brawn F1 car could fetch $6.5m in Miami auction

Formula 1
F1 Formula 1
Rare Brawn F1 car could fetch $6.5m in Miami auction

Nasdaq teams up with Mercedes ahead of Miami GP

Formula 1
F1 Formula 1
Nasdaq teams up with Mercedes ahead of Miami GP

F1 signs PwC as official consulting partner from Miami GP onwards

Formula 1
F1 Formula 1
F1 signs PwC as official consulting partner from Miami GP onwards

F1’s American revolution – how the series finally cracked the USA

Formula 1
F1 Formula 1
F1’s American revolution – how the series finally cracked the USA

On the cards – Lewis Hamilton teams up with Fanatics after London store launch

Formula 1
F1 Formula 1
On the cards – Lewis Hamilton teams up with Fanatics after London store launch

Electric dreams: Formula E executives pushing on with radical plans and silencing critics

Formula E
FE Formula E
Electric dreams: Formula E executives pushing on with radical plans and silencing critics

Tackling tariffs - Vowles explains Williams’ safeguards against market uncertainty

Formula 1
F1 Formula 1
Tackling tariffs - Vowles explains Williams’ safeguards against market uncertainty

Gulf in class – Saudi Arabia told to improve grassroots motorsports to succeed at the top

Formula 1
F1 Formula 1
Gulf in class – Saudi Arabia told to improve grassroots motorsports to succeed at the top

Faster pasta: Barilla name returns to F1 as official partner

Formula 1
F1 Formula 1
Faster pasta: Barilla name returns to F1 as official partner

More STEM opportunities as Formula E and PIF launch educational project

Formula E
FE Formula E
More STEM opportunities as Formula E and PIF launch educational project

McLaren, Deloitte and FIA to circulate sustainability handbook to F1 teams

Formula 1
F1 Formula 1
McLaren, Deloitte and FIA to circulate sustainability handbook to F1 teams

Formula E to showcase further community, inclusivity and sustainability initiatives at Miami E-Prix

Formula E
FE Formula E
Formula E to showcase further community, inclusivity and sustainability initiatives at Miami E-Prix

Cowell: “Business as usual” for Aston Martin in Japan after stake sale plan

Formula 1
F1 Formula 1
Cowell: “Business as usual” for Aston Martin in Japan after stake sale plan

What does a special livery deliver for F1 teams?

Formula 1
F1 Formula 1
What does a special livery deliver for F1 teams?

Aston Martin to sell F1 team stake as Stroll invests more money

Formula 1
F1 Formula 1
Aston Martin to sell F1 team stake as Stroll invests more money

The advanced welding technology that helped save lives in F1

Formula 1
F1 Formula 1
The advanced welding technology that helped save lives in F1

Rebel with a cause – New Racing Bulls partner aiming to complete the ‘challenger’s code’

Formula 1
F1 Formula 1
Rebel with a cause – New Racing Bulls partner aiming to complete the ‘challenger’s code’

Following the puck – Kiro’s ownership team at home in Formula E

Formula E
FE Formula E
Following the puck – Kiro’s ownership team at home in Formula E

China in their hands – why aren't F1 teams brimming with Chinese partners?

Formula 1
F1 Formula 1
China in their hands – why aren't F1 teams brimming with Chinese partners?

Three stripes and you're in – how Mercedes and adidas finally landed F1 collaboration

Formula 1
F1 Formula 1
Three stripes and you're in – how Mercedes and adidas finally landed F1 collaboration

Exx marks the spot – Racing Bulls welcomes ExxonMobil as new fuel partner

Formula 1
F1 Formula 1
Exx marks the spot – Racing Bulls welcomes ExxonMobil as new fuel partner

Will Cadillac divide American fans as US F1 presence grows?

Formula 1
F1 Formula 1
Will Cadillac divide American fans as US F1 presence grows?

Just the ticket – Alpine partners with viagogo to offer more fans the chance to watch F1 live

Formula 1
F1 Formula 1
Just the ticket – Alpine partners with viagogo to offer more fans the chance to watch F1 live

Charlotte Tilbury to fund female karting as F1 Academy deal is extended

F1 Academy
F1AC F1 Academy
Charlotte Tilbury to fund female karting as F1 Academy deal is extended

Mark Mann-Bryans: Having an ‘official vodka’ feels like a step too far for F1’s partnership push

Formula 1
F1 Formula 1
Mark Mann-Bryans: Having an ‘official vodka’ feels like a step too far for F1’s partnership push

F1 announces official vodka partner after LVMH deal

Formula 1
F1 Formula 1
F1 announces official vodka partner after LVMH deal

Las Vegas GP organisers say F1 race generated $934m in revenue for the area

Formula 1
F1 Formula 1
Las Vegas GP organisers say F1 race generated $934m in revenue for the area

NEOM McLaren and TDK collaboration yielding success in Formula E 

Formula E
FE Formula E
NEOM McLaren and TDK collaboration yielding success in Formula E 

Sweet dreams are made of teams – Airtasker and Racing Bulls highlighting unsung heroes

Formula 1
F1 Formula 1
Sweet dreams are made of teams – Airtasker and Racing Bulls highlighting unsung heroes

F1 announces new betting data supplier for 2025

Formula 1
F1 Formula 1
F1 announces new betting data supplier for 2025

TAG Heuer makes timely move into F1 Academy

F1 Academy
F1AC F1 Academy
TAG Heuer makes timely move into F1 Academy

From banter to business: The changing role of social media in motorsports

Formula 1
F1 Formula 1
From banter to business: The changing role of social media in motorsports

Steiner dismisses Haas F1 lawsuit after mediation

Formula 1
F1 Formula 1
Steiner dismisses Haas F1 lawsuit after mediation

Brown hails unrivalled F1 commercial success story at McLaren

Formula 1
F1 Formula 1
Brown hails unrivalled F1 commercial success story at McLaren

Getting to know you – Maaden putting its name out there with Aston Martin deal

Formula 1
F1 Formula 1
Getting to know you – Maaden putting its name out there with Aston Martin deal

Jack Whitehall to host F175 as Take That among artists to perform

Formula 1
F1 Formula 1
Jack Whitehall to host F175 as Take That among artists to perform

Eddie Jordan-led consortium buys London Irish rugby club out of administration

General
MISC General
Eddie Jordan-led consortium buys London Irish rugby club out of administration

Eni happy returns – energy company back in F1 with Alpine

Formula 1
F1 Formula 1
Eni happy returns – energy company back in F1 with Alpine

F1’s Monaco Grand Prix gets its first title sponsor as TAG Heuer signs up

Formula 1
F1 Formula 1
F1’s Monaco Grand Prix gets its first title sponsor as TAG Heuer signs up

McLaren joins F1 in partnering with lottery operator Allwyn

Formula 1
F1 Formula 1
McLaren joins F1 in partnering with lottery operator Allwyn