By Veronica Espinol
Formula 1 cars may run on petrol, but data, money, and disruptive technology truly drive the
sport.
Sponsorship in Formula One has evolved significantly, transforming from simple logo placements to dynamic partnerships where sponsors actively influence performance and technological advancements alongside teams.
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The Evolution of F1 Sponsorship
Over the past decade, the landscape of sponsorship has drastically shifted, fueled by changing regulations and a heightened focus on social responsibility. Previously, industries such as tobacco and oil
dominated sponsorships, but now technology, finance, and sustainability brands are taking the stage.
Companies like Google, Oracle, Qualcomm, and INEOS, seek more than visibility; they aim to forge meaningful relationships that enhance car performance and engage fans. For instance, McLaren’s ongoing
partnership with Google Cloud in 2024 leverages Google’s AI and cloud technology to provide McLaren with a competitive edge, enhancing both on-track performance and fan interaction (McLaren Racing, 2024). Similarly, Oracle Red Bull Racing relies on the Oracle cloud to drive performance on and off the
track, through generative AI, optimizing powertrain development, standarizing infrastructure from factory to trackside and increasing fan-engagement (Oracle, 2025).
What is this part of an F1 car?
Technology as a Performance & Commercial Tool
The role of technology in Formula One extends well beyond the garages. Tech partners contribute significantly to R&D, data analysis, and performance optimization. Take the Mercedes-AMG Petronas F1 Team, whose partnership with INEOS since 2019 has resulted in groundbreaking technologies that
improve aerodynamics and overall performance.
Collaborations, such as those with INEOS Team UK focusing on “Formula One Water,” illustrate the comprehensive nature of these relationships
(Mercedes-AMG, 2024). Such partnerships yield mutual benefits: sponsors gain access to elite testing environments while teams acquire vital technology that can mean the difference between success and
failure.
Marketing, Content, and Fan Engagement
The marketing strategies and fan engagement mechanisms within F1 have also evolved dramatically. Content creation has become paramount, with F1 emerging as a leader in producing
engaging fan-centric experiences.
Initiatives like McLaren Unboxed, TikTok challenges, and live interactions with drivers exemplify how teams and sponsors work together to enhance fan engagement.
These efforts not only cultivate brand loyalty but also generate valuable data for measuring ROI and informing future strategies. Qualcomm’s Snapdragon Platform, for instance, enriches fan experiences through both virtual and in-person interactions with the Mercedes-AMG Petronas F1 team.
Looking Ahead: Technology, Sustainability, and Immersive Partnerships
As Formula 1 emphasizes sustainability, partnerships that focus on eco-friendly practices will be vital for the sport’s continued growth. AI-driven simulations and virtual fan experiences will increasingly blend the physical and digital realms, and the sports emphasis on sustainable technology, such as hybrid
engines and synthetic fuels, aligns with the goals of eco-conscious brands. Sponsors who leverage these innovations will not only access cutting-edge technology but also align with the rising demand for
greener, more inclusive, and immersive fan engagements (RTR Sports, 2024).
While speed remains a core aspect of Formula 1, collaboration among teams, sponsors, technology innovators, and fans will drive the sport’s evolution. For sponsors, the focus has shifted from
mere visibility to being instrumental in shaping the technology that will revolutionize racing in the future.
Sources:
McLaren Racing. (2024). McLAREN Racing and Google announce partnership expansion. Retrieved
from
https://www.mclaren.com/racing/formula-1/2024/mclaren-racing-and-google-announce-partnership-expan
sion/
McLaren Racing. (2024). AI at the track: How McLaren Racing leverages terabytes of data each race for
a winning edge. Retrieved from
https://cloud.google.com/transform/mclaren-racing-miami-grand-prix-win-ai-cloud-performance-innovati
on
Mercedes-AMG F1. (2024). Mercedes F1’s Partnership with INEOS TEAM UK for the America’s Cup
Retrieved from
https://www.mercedesamgf1.com/news/mercedes-f1s-partnership-with-ineos-team-uk-for-the-americas-cu
p
Qualcomm. (2023). Qualcomm and Mercedes-AMG PETRONAS F1 Team Collaborate to Create
Innovative and Disruptive Experiences. Retrieved from
https://www.qualcomm.com/news/releases/2023/02/qualcomm-and-mercedes-amg-petronas-f1-team-colla
borate-to-create
RTR Sports. (2024) Sustainable Sponsorship: How Formula 1 Teams Are Attracting Eco-Conscious
Brands. Retrieved from
https://rtrsports.com/en/blog/sustainable-sponsorship-how-formula-1-teams-are-attracting-eco-conscious-
brands/
Oracle. (2025). Oracle Red Bull Racing Doubles Down on Oracle Cloud and AI to Drive Performance for
2025 Season and Beyond Retrieved from
https://www.oracle.com/news/announcement/oracle-red-bull-racing-doubles-down-on-oracle-cloud-and-ai
-2025-03-13/
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