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Exclusive Naming Rights in Formula 1: Inside the Deals – Speedway Digest

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Traditionally when we think of top-level sports like F1, our minds immediately leap to the action and the rivalries. What many don’t realise though, is that football, basketball and F1 are not just sports, they are also multi-billion dollar industries in their own right.

F1 in particular, is a sport experiencing a phenomenal rise in growth with revenues growing 14% year-on-year in 2024, to a staggering $3.65 billion. That’s the fourth year running that revenues have grown by double digits for the sport.

Whilst subscription services, licensing rights and ticket sales all contribute to the sport’s overall revenue streams advertising – in particular sponsorship – accounts for a large chunk of Formula 1’s total income.

In this article we shine a light on some of the most lucrative and impactful sponsorship deals that F1 has signed in recent years. Read on to find out about Sauber’s gambling deal, Ferrari’s printing partnership and the slow creep of crypto onto the circuit…

Stake and Sauber: A Gamble That Paid Off

In 2023 Sauber announced that they had signed an exclusive naming rights deal with global betting company Stake for the 2024 and 2025 seasons. The deal saw the team rebranded as ‘Stake F1 Team Kick Sauber’, putting the company front and centre of all discussions regarding Sauber Motorsport.

The deal was worth a reported $80 million, but it is Stake that has gotten the most value from this partnership thus far. Not only has it massively increased the company’s brand exposure, but it has also opened them up to previously untapped global markets.

In a bid to retain the influx of new customers that this deal has brought about, Stake are offering a lucrative bonus for new users. The Stake CORGBONUS promo code has been implemented to increase retention levels and really take advantage of the increased traffic that the Sauber deal has brought to their site.

(Stake’s sponsorship deal gave them maximum visibility with Sauber, not just on the track but on YouTube videos as well!)

Ferrari and HP: Technology Rebrand

If you were to ask one hundred people to share their thoughts about the brand ‘HP’, a large proportion of them would feel a sharp and sudden bubbling of rage forming inside their stomachs and racing to their outer extremities.

That’s because HP are best known for their printers and everyone on the planet has at least one horrendous memory of trying to make a printer do its main job of printing and failing miserably. Which is why HP’s $100 million a year title deal with Ferrari was and continues to be so important to the brand.

Ferrari are one of the biggest names in F1, which is a sport renowned for being at the very cutting edge of technology and innovation. HP, who do in fairness, produce way more than just printers, are looking to rebuild their brand reputation by purposely aligning themselves with a brand know for technological savvy.

Whether the deal is enough to overcome the general public’s generally poor view of printers and the companies behind them remains to be seen…

(HP have the tough task of trying to change the public image of printers.)

Aston Martin’s Crypto Publicity Stunt

In years gone by cigarettes and booze companies were the go-to brands for not just F1 teams but professional sports teams in general. Nowadays that position has been firmly taken by crypto currencies.

There were no shortage of specific crypto sponsorship examples in F1 to choose from, but one did stand out above all others: Aston Martin’s deal with Coinbase. This deal stood out because it became the first ever F1 sponsorship deal to be structured entirely in crypto.

The multi-year deal was paid for by Coinbase in USDC, a so-called stable coin that is pegged to the U.S. dollar. Considering recent developments in the United States and the projected devaluation of the U.S. dollar, Aston Martin might be feeling a little differently about this sponsorship deal than they did on the day they signed it…

In Summary

The Drive to Survive series that was featured on Netflix has done a phenomenal job at reviving the fortunes of F1 globally. Since its premiere on the streaming service back in 2019, global viewing figures for the sport have been rising sharply.

This of course has brought about more and more sponsorship opportunities for the sport in general and individual teams and drivers. As such a glut of money has flooded into F1, which fans will be hoping results in greater technological investments and, as a result, a far better product to enjoy on the track.

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Motorsports

Daytona Duels and Their New Name Explained

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For decades, Daytona 500 twin qualifying races, also known as the Daytona Duels, have been sponsored by brands like Gatorade, Budweiser, and Can-Am. Now, without a sponsor for the races, NASCAR was forced to come up with a new name.

According to the official 2026 Daytona 500 flyer, the longtime Daytona Duels will be called the America 250 Florida Duels at Daytona.

For those who still call them the Duel Twin 125s, the new name is a bit of a mouthful, forced on NASCAR because no sponsor was willing to pay the asking fee.

The president of Daytona International Speedway, Frank Kelleher, remains excited.

“Winning the DAYTONA 500 is the pinnacle of our sport – the race every driver wants most,” he said. “A championship is a career milestone, but the DAYTONA 500 stands alone. Opening the season with the DAYTONA 500 and closing the regular season with one last shot to race into the NASCAR Playoffs keeps The World Center of Racing at the heart of sport’s biggest moments.”

Key Details for the 2026 Duels:

  • Date: Thursday, February 12, 2026, at 7:00 PM.
  • Location: Daytona International Speedway, Daytona Beach, FL.
  • Rebrand: The event is officially titled the “America 250 Florida Duels at Daytona,” highlighting a patriotic theme for the 2026 season.
  • Purpose: These two 150-mile races set the starting lineup for the Daytona 500.
  • Format: 36 chartered cars are locked in, while open cars (including those driven by Jimmie Johnson and Justin Allgaier) battle for remaining spots based on their Duel finishes.



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Toyota to Debut GR Corolla Rally Car as Second Manufacturer Team in ARA’s 2026 Season

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Overhead view of Toyota's Yaris rally car skidding through a mountain switchback during a race in Saudi Arabia.
Toyota Gazoo Racing at Rally Saudi Arabia 2025 | TGR WRT / McKlein

Gazoo Racing gears up to challenge Subaru’s long-standing American stage rally dominance

I will never forget my first rally race, partly because nearly half the competitors were Subarus. Anytime a different make or model flew by, usually in the 2WD class, it felt like an event.

From small local teams to top national entries, Subaru dominates the American Rally Association. Until now, Subaru America has had the only manufacturer-backed team in the series (with “Vermont SportsCar” as its technical partner).

After that race, I spent time talking with drivers and longtime rally fans. I asked what other cars could realistically compete. The answer came quickly. “Ford Fiestas and the GR Toyota Corolla. Man, an AWD GR Corolla would be fast.”

It’s almost as if Toyota was listening. The automaker announced it will develop a GR Corolla RC2 rally car and enter one or two of them in the 2026 ARA season. This makes it the second manufacturer-backed team in the ARA.

“TGR will enter the American Rally Association (ARA) National Championship for the first time with a rally car based on the GR Corolla, taking on the challenge of making ever-better motorsports-bred cars on American roads.” — Toyota Gazoo Racing

Why Toyota chose the GR Corolla for ARA

The AWD GR Corolla, powered by a 300-horsepower turbocharged three-cylinder engine, should be a legitimate contender. Toyota did have an easier option. The company already campaigns a GR Yaris Rally2 car in other global series.

So why not use that platform? Because the mission of a manufacturer-backed team is simple: win on Sunday, sell on Monday.

“By developing a GR Corolla rally car, TGR-WRT is harnessing the pedigree of the Corolla model within rallying and further expanding its efforts to use motorsport to help make ever-better cars for the road,” Toyota said. “It also hopes to support the development of rallying in North America, where the GR Corolla is available as a rally-bred performance car for the road.”

Toyota’s new ARA effort will debut at the 100 Acre Wood Rally in March 2026. The team’s co-driver will be Finnish rally veteran Topi Luhtinen. Seth Quintero, fresh off driving the DKR GR Hilux at Dakar, will pilot the car. Something tells me Toyota Gazoo Racing will fit right in.



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William Byron 2025 season in review: Third-straight Championship 4 appearance caps another strong year

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Editor’s note: This is part of a series from NASCAR.com reviewing the top 30 drivers in the NASCAR Cup Series in reverse order of the 2025 final standings

  • Driver: William Byron, No. 24 Hendrick Motorsports Chevrolet 
  • Crew chief: Rudy Fugle 
  • Final 2025 ranking: 4th 
  • Key stats: 3 wins, 11 top fives, 16 top 10s, 1,330 laps led
  • How 2025 ended: William Byron’s evolution behind the wheel of the No. 24 Chevrolet led him back to the Championship 4 for the third consecutive season after his fourth straight multi-win campaign. 
  • Best race: Indeed, the year’s penultimate race at Martinsville Speedway produced an absolute masterclass by Byron, Fugle and the No. 24 Hendrick Motorsports team. Entering NASCAR’s final race of the semifinal round beneath the provisional cutline, Byron won the pole, swept the stages and led a career-high 304 of 500 laps en route to winning his way into the Championship 4. Byron muscled past Ryan Blaney with 44 laps remaining to reclaim the lead for the final time, ousting Blaney from Champ 4 contention and propelling Byron to Phoenix. 

RELATED: Panini issues 1 of 1 Jeff Gordon trading card

  • Other season highlights: Byron began the season by winning the 2025 Daytona 500, becoming just the fifth driver to win the “Great American Race” in consecutive years. In addition to an impressive win at Iowa Speedway in which he led 141 of 350 laps, Byron also had dominant performances equate to runner-up finishes at Darlington Raceway in the spring and the Coca-Cola 600 at Charlotte Motor Speedway. The No. 24 Chevrolet led the first 243 laps of the Goodyear 400 at Darlington but ultimately could not reclaim the lead late. At Charlotte, a fierce battle between Byron, Denny Hamlin and Ross Chastain resulted in a Chastain victory despite Byron leading 283 of 400 laps that evening. The No. 24 team showed notable resolve throughout the season’s opening 26 races, overcoming stretches of adversity and inconsistency all the way to clinch the Regular Season Championship one week early.
  • Stat to know: Byron ended his campaign with a series-best 1,330 laps led — bettering his previous high mark (1,016 led in 2023) by over 300 laps. The No. 24 Chevrolet was out front more than any other driver this season, leading 224 more circuits than 2025 champion Kyle Larson, Byron’s teammate, who led the second-most laps this year with 1,106 laps out front. 
  • Quotable: “Winning the regular season championship and winning the (DAYTONA) 500 (and) three races a year is something to really be proud of. So yeah, I feel like it was our best year yet, honestly, but it was a lot of adversity and a lot of things that happened all the way to the end. I mean, it seems like a lot changed for us in the results column with about three laps to go this year. We’ve just got to learn from that – and a lot of it was kind of out of our control. But yeah, just gotta move past it. But I think overall, yeah, it was our best year.” 

RELATED: Check out William Byron’s Liberty University Chevrolet for 2026!

  • Looking ahead: Few drivers have maintained a consistent year-over-year level of performance, as Byron has in recent seasons. That level of production and sustained championship contention should remain prominent for him and the No. 24 team entering the 2026 campaign. There is some history on the line in February as he attempts to become the first driver to win three straight DAYTONA 500s. But the biggest question remains: Will 2026 will be the year Byron breaks through for his first NASCAR Cup Series championship? There are very few reasons to think he won’t.



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Aaron Rodgers Gave This $20K Christmas Gift to Steelers’ Offensive Linemen

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NEED TO KNOW

  • Aaron Rodgers gifted his Steelers’ offensive linemen Can-Am Maverick X3 off-road vehicles from Mosites Motorsports
  • Mosites Motorsports shared videos and photos of the linemen receiving the gifts, which retail at a starting price of $19,999
  • Other NFL quarterbacks like Lions’ Jared Goff and Chiefs’ Patrick Mahomes also gave gifts to their linemen this year

Aaron Rodgers rang in Christmas with a special surprise for his Pittsburgh Steelers’ offensive linemen.

The NFL quarterback, 42, gifted his linemen Can-Am Maverick X3 off-road vehicles from Mosites Motorsports, the powersports dealership highlighted in Instagram photos of Rodgers and his teammates riding in the vehicles.

The Pittsburgh dealership revealed the news in a Christmas day Instagram video showing the linemen speeding off in the vehicles in the roadway nearby the dealership and inside the parking lot. Over the video were the words, “Aaron Rodgers’ gift to his lineman came with horsepower.” 

The dealership echoed this in its caption, writing, “This Christmas, Aaron Rodgers gave his offensive line the gift of horsepower. Safe to say, it delivered.”

The vehicles also came with a hefty price tag. The Can-Am Maverick X3 retails at a starting price of $19,999 and can go up to just under $29,000, according to the company’s website.

Aaron Rodgers and Steelers’ offensive lineman on Dec. 21, 2025.

Steven King/Icon Sportswire via Getty 


In the Instagram photos shared by Mosites Motorsports, Rodgers can be spotted wearing a red Christmas sweater and gifting his teammates with the vehicles. In one photo, he could be seen shooting a thumbs-up to the camera as he rode shotgun in one of the vehicles.

Additional photos showed the lineman testing out the vehicles on the roadway and them hugging Rodgers to thank him for the gift. 

“Aaron Rodgers rewarding the guys who protect the pocket,” Mosites Motorsports wrote. “Can-Am Maverick X3s built for work, power, and play. Tough to top this kind of gift.”

This comes as the Steelers are projected to clinch a spot in the 2025 NFL Playoffs. according to ESPN. The team is scheduled to take on the Cleveland Browns on Dec. 28, and if they win the game, they will be guaranteed a spot in the AFC playoffs.

Rodgers isn’t the only quarterback to have given his lineman special gifts this year. Detroit Lions’ quarterback Jared Goff surprised his linemen with state-of-the-art golf carts for Christmas, according to a video on X shared by the team. 

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The linemen could be seen hugging Goff and riding around in the vehicles. The team captioned the video, “Santa Jared came through with the Goff carts.”

Patrick Mahomes also gave his Kansas City Chiefs’ linemen several gifts that included bicycles, watches, sunglasses and shoes. The Chiefs shared a look at the lineman receiving the gifts in the locker room with the caption, “Christmas came early for the o-line! Shoutout to QB1 for the gifts.”





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Dale Earnhardt Jr.’s ex-rival shares hope after humbling – Motorsport – Sports

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Dale Earnhardt Jr is one of NASCAR’s most vocal critics of the sport’s frequent changes at the Cup level and beyond, arguing that their experiments often hinder the sport. Now, one of his former rivals noted that NASCAR may be leaving its experimental phase and entering a period of correction.

Kenny Wallace expressed frustrations but also noted that NASCAR’s leadership has been significantly humbled by recent decisions that did not meet expectations. He mentioned that he knows for certain the league is actively working to address its major problems. Dale Jr. also shared his thoughts on what lies ahead after NASCAR settled its antitrust lawsuit.

“I know for a fact that NASCAR is all hands on deck,” Wallace said on his YouTube channel. “They realized what happened, and it took them a while, but they definitely made some decisions that were not the way to go. They just went all in, all in, and now you look back and realize how much they messed up.”

Wallace added that despite past missteps, positive changes may still come. He said, “NASCAR has been humbled mightily. I know for a fact they hear y’all. They are going to go on tour in 2026, and they’re going to make it right.”

Earnhardt Jr. previously said NASCAR tries a bunch of things…that don’t pan out.”

The 2026 season will already see big changes previous season. NASCAR is increasing engine horsepower from 670 to 750 on tracks under 1.5 miles and on road courses, including Bristol, Darlington, Dover, Nashville, and Gateway. Safety updates, including the introduction of mandatory A-post flaps at all tracks, are being implemented after years of concern.

Eligibility criteria were also relaxed next season to allow full-time Cup drivers with a minimum of three years of experience to participate in up to 10 O’Reilly Auto Parts Series races and eight Craftsman Truck Series races, while continuing to protect playoff events.

Chicagoland Speedway makes its return for the first time since 2019, while a new street race at Naval Base Coronado near San Diego brings NASCAR back to Southern California. The Chicago Street Course and Mexico City were skipped, with Homestead-Miami Speedway once again serving as the championship finale instead of Phoenix.

Earnhardt Jr. cautions that changing rules and structure alone won’t be enough to revitalize NASCAR. He previously stated his vision for the sport to have more notable “rock stars,” as evidenced by drivers like his father, Jeff Gordon, Richard Petty, and Jimmie Johnson, who have ascended to superstardom beyond the track. 

“We need some rock stars,” he said. “It’s all about having some driver come in here and captivate the hell out of us and make people who aren’t watching go, ‘Who the hell is that?'”

Dale Jr.’s 2026 season with JR Motorsports will feature playoff driver Justin Allgaier returning to the No. 7 car in the O’Reilly Auto Parts Series, alongside Sammy Smith, who is in his third season with the team. The team aims to secure a championship after a 2025 season where three of four drivers, including Conor Zilisch, competed for the title but ultimately fell short against Jesse Love.



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NASCAR world rocked by deaths of 3 drivers. Here’s what we know

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NASCAR is closing out the year with one of its most tragic Decembers ever.

The latest heartbreaking incident came on Dec. 18 when legendary driver Greg Biffle, his family and some friends were killed when their plane crashed at the Statesville Regional Airport in North Carolina.

Biffle’s Cessna 550 was reportedly attempting to land at around 10:15 a.m. at the airport just outside of Charlotte when the crash occurred.

Fans flocked to social media to remember Biffle, 55, who made headlines in 2024 when he flew his helicopter into hard to reach areas in North Carolina to provide relief to those trapped following Hurricane Helene.

Biffle had a 16-year career behind the wheel in the NASCAR Cup Series, starting 515 races and winning 19. He had 175 top ten finishes.

His last race with the series came in the 2022 Geico 500 in Talladega.

Biffle also drove 244 races on the NASCAR O’Reilly Auto Parts Series. He won 20 of those and logged 149 more top 10 finishes. He also was behind the wheel for 83 NASCAR Craftsman Truck Series races, winning 17 of those with 55 top 10 finishes.

His death followed the passing of Nick Joanides on Dec. 5 and Michael Annett on Dec. 2.

Joanides, 55, was a star on the West Coast scene most recently making three starts in the ARCA West Series. He also drove in the NASCAR Xfinity Series when it was called the Nationwide Series.

Annett, 39, drove for JR Motorsports from 2017 through 2021 and the team shared the news of his death on social media.

A native of Des Moines, Iowa, Annett was behind the wheel for 106 NASCAR Cup Series races, but never managed to finish in the top 10. While his results at that level were not eye-popping, Yahoo Sports noted he drove for a pair of “underfunded teams” in Tommy Baldwin Racing and HScott Racing.

Annett had more success on the Xfinity Series where he drove in 321 races with 95 top-10 finishes. His lone win came in the 2019 NASCAR Racing Experience 300 at Daytona International Speedway.

He also drove in nine NASCAR Craftsman Truck Series races with two top-10 finishes.

ARCA posted a statement on X about both the deaths of Joanides and Annett that read, “We extend our deepest condolences to the family, friends and colleagues of ARCA Menards Series driver Michael Annett and ARCA Menards Series West driver Nick Joanides, both of whom passed away recently.”



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