McLaren, a $100m-per-year deal and Formula 1’s sponsor boom Sport Business Formula 1 is becoming a hotbed for advanced sponsorship, and McLaren’s announcement has completed a special title set. BWT, Aramco, HP, MoneyGram, Petronas, Visa Cash App, Oracle, Stake and Atlassian; these aren’t simply some of the world’s most recognisable and developing brands but title sponsors for teams in Formula 1. And as of next year, [...]
F1: Williams Racing go luxury with Carl Friedrik collection Sport Business Formula 1 team Williams Racing have unveiled their highly anticipated collection with British premium travel goods firm Carl Friedrik. The collection has been launched online ahead of this weekend’s Formula 1 grand prix in Saudi Arabia. The three-piece collection – a hard shell cabin suitcase, backpack and luggage tag – is indicative of the shift [...]
Exclusive: Vowles hails ‘new era’ as Atlassian joins Williams Racing Sport Business Williams principal James Vowles has hailed a new era for the Formula 1 team after signing a record partnership deal with software giant Atlassian. The agreement sees the historic outfit rebranded as Atlassian Williams Racing as they step up their efforts to return to the front of the grid in motorsport’s biggest series. It comes [...]