Formula 1 plans peace talks with raging drivers after Verstappen Mario Kart jibe March 9, 2026 Formula 1 chiefs plan talks with drivers aimed at quelling a rebellion over its new engine rules after four-time world champion Max Verstappen likened the racing to video game Mario Kart. Verstappen was among the most vociferous after finishing sixth in the season-opening Australian Grand Prix on Sunday, but current title-holder Lando Norris also issued [...]
Formula 1 presents creativity conundrum for brands and sponsors March 6, 2026 They know how to make noise in Formula 1. This week, motorsport’s premier championship explodes back into life across its ever-expanding media universe. Twenty-four high-glamour race weekends, driving peerless broadcast innovation. A mould-breaking, news-making Netflix docuseries. An official film starring Brad Pitt, the highest-grossing sports movie ever made and an Oscar nominee to boot. More [...]
Formula 1 signs first ever official betting operator in multi-year deal March 5, 2026 Betway has announced a deal with Formula 1 in a move that will see the motorsport agree its first ever betting operator sponsorship. The move, which is not a global sponsor, spans Europe, the Middle East and Africa, as well as Canada and Mexico and sees Formula 1 enter the betting market. Betway platforms will [...]
Littler and Humphries set for Silverstone showdown at F1 British Grand Prix March 5, 2026 Luke Littler and Luke Humphries will compete at the British Grand Prix this year, with Silverstone today set to confirm a darts tournament as part of the Formula 1 weekend. World champion Littler, as well as Humphries, Michael van Gerwen and Fallon Sherrock, will throw at Silverstone’s trackside Boxpark in “A Night at the Darts” [...]
Williams F1 ‘competing with top 50 teams in sport’, says Kenyon March 4, 2026 Atlassian Williams F1 Team advisor Peter Kenyon on selling commercial deals in football and Formula 1, and why the historic outfit’s revival will be tech-driven. Peter Kenyon is a man who knows a thing or two about commercialising sports teams. One of the architects of Manchester United’s development into a sponsorship powerhouse, he then helped turn [...]
Cadillac to leverage US identity to grow F1 sponsorship portfolio March 3, 2026 Formula 1 newcomers Cadillac are harnessing their status as the only “truly” American team to power their sponsorship strategy ahead of the season opener this weekend. Cadillac will be the 11th team on the grid after General Motors and Chelsea co-owner Mark Walter’s TWG paid a reported $450m anti-prize money dilution fee to expand the [...]
Formula 1: Middle East conflict hits teams’ Australian Grand Prix plans March 2, 2026 The start of the new Formula 1 season has been disrupted by the conflict in the Middle East, with hundreds of team personnel facing a rush to reach this week’s Australian Grand Prix. Strikes and retaliatory attacks involving the US, Israel and Iran have grounded commercial flights across the region, forcing F1 teams to make [...]
Formula 1 revenues soar to $4bn as sport cashes in on popularity February 26, 2026 Formula 1 is closing on annual revenues of $4bn after their recent accounts recorded a 14 per cent increase to $3.9bn. The healthy spike comes as Formula 1 parent company Liberty Media reported a rise in team payouts – by 11 per cent – to $1.4bn ahead of the 2026 season, which will see Cadillac [...]
Emirates boss on Arsenal stadium, leaving F1 and NBA Europe February 26, 2026 Matt Hardy talks sponsorship and strategy with the executive vice president of corporate communications, marketing and brand at global airline Emirates. At the end of the Premier League season 11 teams will be forced to change their front-of-shirt sponsor and, for some sides, the brand on their strip is synonymous with a particular era of [...]
Aston Martin F1 buys team naming rights in £50m cash deal February 20, 2026 British car manufacturer Aston Martin has announced a £50m cash sale of its Formula 1 naming rights to AMR GP. The deal will enable the eponymous Formula 1 team, owned by Canadian Lawrence Stroll, to have the “exclusive right to use the iconic automotive company’s name, logo and branding in perpetuity”. Formerly Racing Point UK, [...]