Formula One is more than racing - it’s a global marketing powerhouse, watched by hundreds of millions of fans around the world. In 2025 alone, over 320 brands across industries are leveraging this dynamic platform to reach international audiences.

At Honch, we've meticulously profiled every single brand involved in Formula One sponsorship this season. From automotive giants to luxury fashion labels, financial services firms, and technology innovators, the diversity and strategic ambition of these sponsors reflect broader trends reshaping global marketing.

Who’s Sponsoring Formula One in 2025?

Our research identified 323 brands actively sponsoring teams and the championship itself. Here's a snapshot of standout trends:

• Sustainability Push: Brands across automotive and tech sectors are increasingly aligning sponsorship with sustainability initiatives, reflecting Formula One’s ambition to be carbon-neutral by 2030.
• Female Audiences: Growing numbers of sponsors are specifically targeting female audiences, reflecting shifting demographics and engagement strategies.
• Emerging Markets: Brands from Asia-Pacific, the Middle East, and Latin America are stepping up their investments, using Formula One as a global stage for expansion.

Newly Appointed Leaders, New Opportunities

Change in leadership often signals shifts in sponsorship strategy. We've profiled over 7,000 senior marketers and CEOs involved in F1 sponsorship - including recent appointees who may soon review or revise partnership strategies:

• Adam Hollander – Appointed CMO of OpenSea in March, currently partnering with Haas F1.
• Clint Poole – Joined Bitdefender in May as VP Global Marketing (Divisional CMO), Business Solutions Group, a Ferrari team partner.
• Marco D'Acunzo – Started in January as CEO North America at Marcolin, which has a multi-year partnership with Alfa Romeo F1 Team.
• Rod Bull – Promoted to CEO of Komatsu North America in April; Komatsu is a partner of Williams.
• Hayley Evans – Appointed AVP Marketing EMEA at Sentinel One in April, currently a partner of Aston Martin.
• Jamee Lubkemann – Joined American Express as VP and GM, Large and Managed Marketing this month. American Express is a global partner for F1.

Identifying these decision-makers early offers crucial insights into potential sponsorship movements in upcoming seasons.

Strategic Insights for Sports Marketers

Understanding sponsorship dynamics is critical for partnership teams aiming to align with powerful global brands. Our detailed profiling and sector-specific analysis help you pinpoint opportunities and predict strategic moves, enabling more targeted and effective outreach.

With this comprehensive Honch List, marketers gain not just contacts, but invaluable context for crafting smarter partnership strategies.

Want to explore these insights further? Try Honch free of charge at the link below today.

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