F1 Sponsorship Deals reportedly average 8 times more than those in the NFL, according to a new study.
Formula 1 teams garnered a combined $2.05 billion in sponsorship revenue during the 2024 season, according to sports marketing researcher SponsorUnited. This figure trails only the NFL's $2.49 billion from its 32-team roster during the 2024 regular season and playoffs. Despite the NFL's larger revenue, the average Formula 1 team deal generates $6.22 million, a figure that outshines the NFL's average of $745,000 per team.
Each of the 10 Formula 1 teams (known as constructors) secured an average of $203 million in total sponsor revenue across the 2024 season. This substantial sum is due to the numerous assets offered to brands, including race car liveries, uniforms, pit stop signage, and social media content.
The priciest assets, as per the report, range from $5.7 million to $7.5 million for the airbox, and $1.4 million to $1.6 million for a driver's race suit chest. Brands looking to partner with an Formula 1 team often must invest significantly. In February, software firm Atlassian became Williams Racing's title sponsor in a reportedly record-breaking deal, while the team also benefited from a partnership with Santander Bank through driver Carlos Sainz Jr.'s seat.
While specific team-by-team figures were not disclosed, SponsorUnited ranks the highest-valued teams at the top of its sponsorship table, with Mercedes, Ferrari, and Red Bull leading the way. The average valuation of the 10 teams increased by 44% year-over-year to $2.31 billion, with Haas having the minimum get-in price at $1.02 billion and Ferrari leading the pack at $4.78 billion.
Lewis Hamilton, a seven-time world champion and social media darling with 55 million followers, joined Ferrari's paddock for the 2025 season following 13 mostly dominant years with Mercedes. Despite Hamilton leading in overall followers, drivers such as Lando Norris (McLaren), Charles Leclerc (Ferrari), Oscar Piastri (McLaren), and Max Verstappen (Red Bull) have higher numbers of interactions with sponsored posts.
Sponsorships are not limited to Formula 1, with entities like Texas A&M using motorsports to promote their brand. Most recently, the university leveraged a sponsorship with fourth-place driver Felix Rosenqvist at the Indianapolis 500 for $60,000, gaining visibility for its logo throughout the race broadcast.
In 2026, Formula 1 will welcome General Motors' Cadillac to the fold, marking the addition of a luxury American carmaker to the roster. Already boasting partnerships with American companies like Google, Oracle, and ExxonMobil, combined with three races in the United States, Formula 1 will now feature a prominent American presence.
- Sports marketing researcher SponsorUnited revealed that NFL teams generated $2.49 billion in sponsorship revenue during the 2024 season, higher than Formula 1's combined revenue of $2.05 billion.
- In the world of American-football, NFL teams yield an average of $745,000 per team in sponsorship deals, significantly less than Formula 1's average of $6.22 million per team.
- Moving beyond Formula 1, Texas A&M University utilized motorsports by sponsoring fourth-place driver Felix Rosenqvist at the Indianapolis 500 for $60,000, hoping to increase their brand's visibility.
