With Formula One pre-season testing up and running, the sponsorship machine continues to accelerate ahead of the opening race on 8th March in Australia.
To keep you updated on the latest developments, BlackBook Motorsport brings you this week’s commercial news from across the grid.
Audi
Partner: Aleph
Designation: Official partner
Duration: Not disclosed
Details: The digital advertising specialist will assist the team in identifying local communities and entry points for activations, as well as amplifying activations to create locally relevant engagement across key markets.
Partner: ElevenLabs
Designation: Official partner
Duration: Not disclosed
Details: The collaboration will centre around integrating ElevenLabs’ AI-powered audio technology into Audi’s Formula 1 programme. ElevenLabs’ AI voice technology will support the team’s approach to community and guest communications across digital platforms and experiences.
Cadillac
Partner: América Movil
Designation: Official partner
Duration: Not disclosed
Details: Long-time supporters of Sergio Perez’s racing career, it was only a matter of time before the telecommunications company was announced as an official partner of the Mexican’s new team. The Telcel, Infinitum, and Claro brands will be visible on team assets in the paddock and on track.
Ferrari
Partner: BBS Japan
Designation: Exclusive supplier of forged magnesium racing wheels
Duration: Multi-year
Details: BBS Japan will work with Ferrari on the development and production of forged magnesium racing wheels to support performance and reliability under the 2026 technical regulations. BBS had served as the exclusive wheel supplier for the entire Formula 1 grid between 2022 and 2025, but now returns as a technical partner of Ferrari, with the two companies working together as far back as 1992.
McLaren
Partner: Rubrik
Designation: Official partner
Duration: Multi-year
Details: Cyber resilience leader Rubrik will help secure McLaren’s data to power critical technical development processes and operations. The partnership also covers McLaren’s IndyCar team.
Partner: Schneider Energy
Designation: Official energy technology partner
Duration: Not disclosed
Details: The deal, which also covers McLaren’s IndyCar, WEC and F1 Academy outfits, will focus on the usage of energy solutions both trackside and at the team’s base in Woking. Schneider will help optimise existing assets in and around the wind tunnel, manufacturing facilities and in IT data centres, while providing digital twin insights to enhance efficiency and sustainability.
Williams
Partner: BNY
Designation: Official institutional banking partner
Duration: Multi-year
Details: BNY branding will appear on driver and team kit, as well as the bargeboards, chassis top, and the halo of both cars. During the season, BNY will also curate touchpoints to strengthen relationships with clients and the BNY community.
Partner: Kraken
Designation: Official crypto and Web 3.0 partner
Duration: Not disclosed
Details: This is an extension of a long-term partnership, with Kraken first aligning with the team in 2023. Williams’ fan zone experiences are again at the forefront of the latest collaboration, with the crypto specialist serving as the events’ presenting partner. The pair will also work on other crypto and Web 3.0 collaborations, while Kraken will take up a new position on the car with its branding to appear on the car’s front wing.
Partner: Sparco
Designation: Official technical apparel supplier
Duration: Multi-year
Details: The partnership will see Sparco provide all team race suits and mechanics overalls for the Formula One team, as well as for drivers in their F1 Academy and sim racing teams. Sparco previously provided race suits for some of Williams’ most successful drivers, including Nigel Mansell, Damon Hill and Jacques Villeneuve.
Partner: Wilkinson Sword
Designation: Official men’s grooming partner
Duration: Multi-year
Details: As part of its agreement, Wilkinson Sword branding will be featured across the nose box, halo and engine cover of both cars. The company will also appear on towels, balaclavas, and driver helmets, and will be involved in several activations and branded experiences across the race season.
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