- Sponsorship spend from technology brands has surpassed US$565m
- Most valuable commercial asset remains title sponsorship, set to exceed US$500m in 2026
Sponsorship spend across Formula One and its teams is projected to exceed US$3 billion in 2026, a potential year-on-year (YoY) increase of 15 per cent according to a study by Ampere Analysis.
Increasing interest from the technology industry has been a significant factor. The tech sector is spending US$565 million, extending its lead over financial services, with Hewlett Packard Enterprises and Oracle accounting for a quarter of this figure alone.
Artificial intelligence (AI) sponsorship deals have accelerated rapidly with eight partnerships signed in the last six months alone, including Meta AI with Mercedes and Anthropic with Williams.
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Outside of technology, sports apparel companies are also driving growth, with spending up 75 per cent in the last two years. Puma and Adidas have signed new deals totalling US$140 million with McLaren and Audi in recent times.
The most valuable commercial asset remains title sponsorship of a team. Total spend is expected to exceed US$500 million this season, with MasterCard reportedly paying around US$100 million per year for its new deal with McLaren.
With the recent focus on expanding in the US market, it’s unsurprising to see that sponsorship spend from US-based companies has risen 68 per cent since 2023.
“Ampere forecasts Formula One sponsorship to exceed US$3 billion in 2026, reflecting both new constructor entries and a strong pipeline of partnerships across the sport,” said Adam Lewis, analyst at Ampere Analysis.
“Technology companies remain central to this growth, with AI emerging rapidly as a new sponsorship category over the past six months. Formula One’s continued strategic expansion in the US is also translating into tangible commercial returns, attracting both established sectors and newer entrants.
“Taken together, these trends reinforce Formula One’s position as a mature and highly effective global sponsorship platform, with clear momentum heading into the 2026 season.”
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