F1 and MSC Cruises sign global partnership extension until 2026

Global cruise line became global partner in 2022.

Formula One has extended its global partnership with MSC Cruises until 2026.

Contract:

  • Starting from the season-ending Abu Dhabi Grand Prix, MSC Cruises will offer a hospitality package on its ships
  • Global cruise line to sponsor this season's Belgian Grand Prix
  • Deals in the global partner tier tend to go for around US$20 million to US$30 million annually

Context: MSC Cruises first joined the top tier of Formula One's sponsorship catalogue in 2022, and this extension largely looks like a continuation of the original deal. One change is that, while MSC's ships were present at select Grands Prix before, this was purely in a marketing capacity for the brand. From Abu Dhabi this season, the global cruise line will now offer a hospitality package to fans.

Comment: Stefano Domenicali, president and chief executive of Formula One, said: “We’re excited to extend our partnership with MSC Cruises, as both our brands share a commitment to innovation and excellence. This collaboration has brought exceptional results, and we look forward to enhancing our relationship further. Together, we’ll continue pushing boundaries and setting new benchmarks in sports and hospitality.”

Coming next: Formula One returns with the Miami Grand Prix from 5th to 7th May.

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