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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

Front Row Motorsports announce changes after NASCAR lawsuit – Motorsport – Sports

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Following over a year of back-and-forth negotiations with NASCAR after joining forces with 23XI Racing and filing an antitrust lawsuit against the organization in October 2024, FRM is now back as a chartered team and making its final preparations for the upcoming season.

FRM and 23XI sued NASCAR after opting not to sign its new charter agreement in September 2024, alleging “monopolistic” practices. Despite settlement talks prior to the December court date, the suit ultimately went to court, where, after eight days in session, a settlement was reached.

The settlement granted chartered teams “evergreen” status and reinstated all six of 23XI and FRM’s full-time entries as chartered rides. A potentially major financial settlement was also involved, although the specifics of this were not made public.

Now that the ever-looming shadow cast by the lawsuit has finally cleared, FRM’s full attention has turned to the 2026 season, with Noah Gragson, Todd Gilliland, and Zane Smith all returning to the Cup Series, while Layne Riggs and Chandler Smith will also be back behind the wheel in the team’s two Craftsman Truck Series rides.

But while FRM’s driver lineup will be unchanged, Gragson will be working with a new crew chief after two seasons with Drew Blickensderfer. In an announcement made on Friday, FRM stated that Blickensderfer will be transitioning into the role of competition director, where he and technical director Seth Barbour “will continue to lead the organization’s technical direction and engineering efforts.”

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Blickensderfer steps away from the pit box after 17 years in the role, during which he oversaw four wins, including both the 2009 and 2021 Daytona 500s with Matt Kenseth and Michael McDowell, respectively.

Assuming his place in the No. 4 pit box will be Grant Hutchens, who has previously served as a crew chief for Brad Keselowski, Austin Cindric, and Harrison Burton, although only for six total races.

Hutchens’ career has also seen him work as Kevin Harvick’s race engineer, a lead engineer for Ryan Blaney, and in 2025, as the crew chief for Team Penske’s test team.

Beyond a change in crew chief, FRM also announced the addition of former IndyCar Aero Car Chief and Hendrick Motorsports body production manager Jonathan DeHart to lead its aerodynamic operations.

“We are very fortunate, and I am extremely excited to add experienced, talented people like Grant and Jonathan to leadership roles in the organization,” FRM owner Bob Jenkins said.

“With the inclusion of our Truck Series teams, we operate (5) full-time teams and I’m equally as excited to have Drew turn his attention to providing direction and guidance to our crew chiefs and competition group as a whole.

“Having Drew in this new role for us and Seth being able to focus on the technical aspects within our team, it puts us in a better position to execute on the track and achieve our goals in 2026.”

FRM will kick off its 2026 season with the Cook Out Clash at Bowman Gray Stadium on February 1, before heading to Daytona for the first points-scoring events of the season two weeks later. There, it will be looking to secure its fifth-ever Cup Series win in 2026 and its first since 2023.



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Dean Leads Nitro Motorsports Sweep on Opening Day at Daytona – Speedway Digest

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Daytona International Speedway roared back to life as pre-season practice for the ARCA Menards Series kicked off, and Nitro Motorsports made an emphatic statement. The team fielded six cars on Friday, and all six topped the leaderboard during the first day of the two-day session.

Leading the charge was Gus Dean in the No. 25 Nitro Motorsports Toyota, returning to the track for the first time since his victory in last year’s season opener. Dean’s strong performance set the tone for the organization, which showcased speed and depth across its lineup. Gavan Boschele followed in second with the No. 90B entry, while Jake Finch placed third in the No. 15 Phoenix Toyota. Thomas Annunziata, Isabella Robusto, and Jake Bollman rounded out the top six, giving Nitro Motorsports a clean sweep of the fastest positions.

Garrett Mitchell, better known to millions of fans as YouTube personality Cleetus McFarland, broke up the Nitro dominance by placing seventh in the No. 30 Kennetix Ford. Andy Jankowiak was eighth in the No. 71 KLAS Motorsports Chevrolet.

Amber Balcaen overcame early adversity after an incident in Turn 3 left her with significant nose damage. Following evaluation and release from the Infield Care Center, Balcaen returned in a backup car and posted the ninth-fastest time. Taylor Reimer completed the top ten in the No. 77 Spire Motorsports Chevrolet, marking three female drivers inside the top ten.

Further down the charts, Joe Gibbs Racing teammates Giovanni Ruggiero and Max Reaves finished 13th and 14th, separated by just 0.012 seconds. Reaves will chase the ARCA Menards Series East title in 2026, while Ruggiero will compete in the Daytona season opener alongside his full-time NASCAR Craftsman Truck Series campaign.

CARS Tour standout Timothy “Mini” Tyrell made his first laps at Daytona, ending the day 20th in the No. 17 Cook Racing Technologies Chevrolet. Incidents also sidelined Bob Martin and Alex Clubb, though both plan to return for Saturday’s session after repairs.

In total, 79 drivers and 49 cars are registered for the pre-race practice, with 65 drivers logging laps on Friday. The second day of testing will set the stage for the highly anticipated season opener next month.



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Tibbetts Lumber Backing Spire, McDowell for Truck Race at Daytona

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Tibbetts Lumber Company is partnering with Spire Motorsports for the NASCAR Craftsman Truck Series season-opener at Daytona International Speedway.

The family-owned and Florida-based business will adorn the No. 7 Chevrolet Silverado RST for the February 13 event in Daytona Beach, Florida. 2021 DAYTONA 500 champion Michael McDowell will pilot the entry.

McDowell will be making his fifth career start in the NASCAR Truck Series, and with a trip to Victory Lane, would join an exclusive list of drivers who have won in each of NASCAR’s top-three divisions.

The Phoenix, Arizona-native competed in two NASCAR Craftsman Truck Series events last season — Daytona and Atlanta — and recorded a best finish of 12th-place.

“I have a great deal of respect for the Tibbetts Lumber team,” said McDowell, “They’ve helped me on my own property, and their team truly combines outstanding service with a high-quality product. It’s special to have them racing with us at Daytona, and earning a win in all three national series is something I’ve wanted to make happen for a long time. I think we’ll have a real opportunity to do that on Friday night in Daytona in our Tibbetts Lumber Chevy Silverado.”

Founded in 1949 by Linton N. Tibbetts, Tibbetts Lumber Company has grown into the largest independently-owned lumber and building materials supplier in Florida, while building its legacy as one of the largest roof and floor truss companies in the Southeast.

“Tibbetts Lumber Co. is thrilled to be the primary sponsor of the Spire Motorsports No. 7 Chevrolet Silverado driven by Michael McDowell,” said Russ Hallenbeck, CEO of Tibbetts Lumber Company. “Being that we are headquartered in Florida, Daytona International Speedway has become a very special place for us come springtime. We are honored to be teaming up with Spire Motorsports and Michael this February.”

This isn’t the first go-around for Tibbetts Lumber Company when it comes to sponsorship in the NASCAR Craftsman Truck Series, either. Over the last two seasons, the company has backed Spencer Boyd and Freedom Racing Enterprises a total of five times, which resulted in a single top-five result at Daytona in 2024.

With nearly 640 starts across NASCAR’s National Series, McDowell is one of the most seasoned veterans in the sport, right now. The Phoenix, Arizona-native has been to Victory Lane twice at NASCAR’s top-level, and once in NASCAR’s second-level NASCAR O’Reilly Auto Parts Series.

The 2026 NASCAR Craftsman Truck Series season-opener will take place on Friday, February 13 at 7:30 p.m. ET on FOX Sports 1, NASCAR Racing Network, and SiriusXM NASCAR Radio Channel 90.





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Michael McDowell Running Daytona Truck Race for Spire

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Michael McDowell will run the season-opening NASCAR Craftsman Truck Series race at Daytona International Speedway for Spire Motorsports, the team announced Jan. 9.

McDowell will pilot the No. 7 with sponsorship from Tibbetts Lumber Company.

“I have a great deal of respect for the Tibbetts Lumber team,” McDowell said in a team release. “They’ve helped me on my own property and their team truly combines outstanding service with a high-quality product. It’s special to have them racing with us at Daytona, and earning a win in all three national series is something I’ve wanted to make happen for a long time. I think we’ll have a real opportunity to do that on Friday night in Daytona in our Tibbetts Lumber Chevy Silverado.”

McDowell also drove Daytona for Spire in 2025, steering the No. 07 to a 26th-place finish.

He’s the first driver announced to Spire’s Truck program for 2026. The team previously revealed it plans to field the Nos. 7 and 77 this year.


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Executive Editor at Frontstretch

Kevin Rutherford is the executive editor of Frontstretch, a position he gained in 2025 after being the managing editor since 2015, and serving on the editing staff since 2013.

At his day job, he’s a journalist covering music and rock charts at Billboard. He lives in New York City, but his heart is in Ohio — you know, like that Hawthorne Heights song.



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Ross Chastain’s 2026 paint scheme released (Busch Light)

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View the No. 1 Busch Light paint scheme for Trackhouse Racing

Ross Chastain drives the No. 1 car for Trackhouse Racing. The 2026 NASCAR Cup Series paint scheme was leaked several weeks ago.

View the Ross Chastain Busch Light paint scheme below.

Now, the paint scheme has officially been released. Trackhouse Racing posted the following image to social media on Friday.

Ross Chastain
2026 Busch Light Paint Scheme

Ross Chastain 2026 NASCAR Cup Series carRoss Chastain 2026 NASCAR Cup Series car
Ross Chastain 2026 NASCAR Cup Series car

Ross Chastain will have a new crew chief in 2026

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“It is Different Than Other Sports”: Jeff Gordon Explains How Hendrick Motorsports’ Partnership Is a Perfect Fit

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With a new NASCAR season so close and sweeping changes already in motion, from horsepower adjustments to an updated playoff format, Hendrick Motorsports has moved to strengthen its foundation away from the racetrack as well. After publicly backing the new Chevrolet body unveiled in December, the organization has turned its focus inward, emphasizing the physical demands on its people as speed increases and the calendar tightens.

To that end, Hendrick Motorsports (HMS) has partnered with Atrium Health, one of the largest hospital networks in the southern United States, to provide integrated medical, wellness, and sports performance services for more than 50 pit crew athletes. The collaboration will also extend care and resources to HMS employees based in the Charlotte area, a move that Jeff Gordon believes could play a significant role in the team’s long-term development.

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The partnership includes the construction of a 35,000-square-foot facility, the Atrium Health Motorsports Athletic Center, which is scheduled to open later this month. Sports facility design firm Forty Nine Degrees played a key role in designing the space. As part of the agreement, Atrium Health branding will be featured across HMS assets, including driver fire suits, team apparel, and track equipment.

Explaining why the collaboration struck the right chord, Gordon, vice chairman of HMS, emphasized that progress in the sport constantly circles back to people. He said, “We’re always looking at how can we make our race teams stronger and better, and it always falls back to people… I love that Atrium is interested in how our athletes train.”

Gordon noted that NASCAR places a unique strain on the body, unlike traditional stick-and-ball sports. “It is different than other sports. It’s a different discipline on your body. Performance, execution, and recovery after an event, you need the experts in those fields to be able to do that properly,” he added.

He further stressed that NASCAR’s grind leaves little room for error. The schedule offers no real pauses, margins remain extremely thin, and success depends as much on preparation as on what happens in the car or over the wall. By housing coaches, performance staff, and Atrium Health clinicians under one roof, the new center would allow training, recovery, and readiness to move in lockstep.

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The layout places athletes and team members at the center, reinforcing the belief that sustained performance is built on consistent, comprehensive care. From HMS’s perspective, the partnership reflects a shared commitment to supporting its people the right way, every day.

Inside the new facility, HMS athletes will have access to state-of-the-art training equipment, modern locker rooms, a race-day operations center, nutrition and recovery spaces, film rooms, therapy and treatment areas, and dedicated sports research zones. The center also features a closed-loop pit stop practice circuit designed to accommodate two teams simultaneously, further enhancing preparation and efficiency.

In fact, support for the partnership arrived quickly from the HMS driver lineup as well. Kyle Larson publicly endorsed the move, resharing Gordon’s post that offered an early look at the facility, including the gym and swimming areas. Larson punctuated his approval with a short message: “Canceling my gym membership now .”

Atrium Health’s ties to NASCAR extend well beyond this agreement. The organization has supported the sport for years through efforts such as the NASCAR Day Giveathon and by providing sports medicine coverage at marquee events, including the Coca-Cola 600 at Charlotte Motor Speedway. Team owner Rick Hendrick and his wife Linda have also maintained a long history of philanthropic involvement with the health system.

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HMS President Marshall Carlson serves on Atrium’s governing board executive committee, further strengthening the relationship. Atrium Health operates as part of Advocate Health, a nonprofit system ranked third-largest in the United States, serving nearly 6 million patients.

The post “It is Different Than Other Sports”: Jeff Gordon Explains How Hendrick Motorsports’ Partnership Is a Perfect Fit appeared first on The SportsRush.



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