F1 inks consultancy partnership with PwC

Formula One has agreed a new partnership with PricewaterhouseCoopers (PwC).

Contract:

• PwC will be Formula One’s official consulting partner on a multi-year deal
• The firm will provide strategic consulting across key areas of the series’ global business

Context:

The exact terms of this agreement are unclear beyond PwC being tasked with helping to ‘enhance performance’ and to drive ‘operational excellence’. There is a clear marketing element to this partnership, though, especially as PwC undergoes its first major rebrand in over a decade.

Partnering with Formula One will help to deliver the message of modernisation that the professional services company evidently wants to convey. The series is also likely to generate potential client opportunities for PwC, with the data-heavy nature of the sport providing an ideal lens through which the firm can showcase and translate its services to interested parties.

Comment:

“As two brands founded upon the need to solve complex problems at the highest level, partnering with PwC is a natural fit for Formula One,” said Emily Prazer, chief commercial officer of Formula One.

“Their consultancy expertise will support our complex and evolving business as we look to innovate and continue our global growth, and our global platform will enable them to bring their business to our millions of fans, both at events and watching at home.”

Coming next:

The partnership, which commences at this weekend’s Miami Grand Prix, will see PwC receive signage at select races and get the opportunity to host clients and stakeholders at Grands Prix throughout the season.

Go deeper:

• Breaking down F1’s 2025 sponsorship portfolio
• F1 “working incredibly hard” on developing betting product