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F1 focused on retaining exclusivity for global sponsors amid partnership growth

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  • F1 has 11 global partners having welcomed seven new sponsors since 2020
  • Series is “open to new partners” but will continue to be “restrictive at the top of end of the scale”
  • Virtual signage has opened up new opportunities for regional partnerships

Formula One is focused on maintaining exclusivity for its global partners by being “restrictive” on the number of brands it has in its top sponsorship tier, according to Jonny Haworth, the series’ director of commercial partnerships.

Since 2020, Formula One has added seven global partners to the top tier of its sponsorship portfolio, with Aramco, Crypto.com, MSC Cruises, Salesforce, Lenovo, Qatar Airways and LVMH striking deals with the series.

Those brands joined existing partners DHL, Heineken, Pirelli and AWS, taking the total number of global sponsors to 11.

Speaking exclusively to BlackBook Motorsport, Haworth said Formula One still has inventory available to sell, but suggested that the series is conscious of avoiding clutter in the top tier so the value of being a global partner is not diluted.

“On the global partner level, we’re quite restrictive on the number of partners that we have,” Haworth said. “We’re open to new partners, but we’re quite restrictive at the top end of the scale to make sure there’s that value of exclusivity with the number of partners at that level.”

Longevity is also a staple of Formula One’s existing partnerships. Haworth said only one partner has left the series’ partnership programme in the last “four or five years”, although it is worth noting that Etihad was replaced by Qatar Airways in 2023 and Rolex stepped aside as part of the LVMH deal in 2025. It is widely acknowledged that Rolex did not choose to leave Formula One.

With 11 partners at the global level and a further 14 official partners, it’s clear that interest from brands is at an all-time high, meaning Formula One can be more selective while protecting the exclusivity of its global tier. There is also scope for brands to enter at lower levels of its partnership programme and cut through in more creative ways.

Lego’s slickly executed marketing stunt at the Miami Grand Prix, for example, saw the drivers conduct their traditional pre-race parade of the circuit in Lego versions of their cars.

“Sponsorship is evolving and you’ll see us be a lot more creative in the way we build assets,” said Haworth. “Not everyone wants a big brand on track, some people want to tell stories in different ways – the way we brought Lego to life in Miami is a good example of that.”


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Haworth also pointed to the benefits of Formula One controlling its broadcast and its virtual signage, which allows brands to target their advertising at audiences in specific markets. This has not only enabled it to guarantee visibility for its partners, but also created opportunities for more regional partnerships, including with McDonald’s in Latin America.

“We can guarantee signage commitments because we control the broadcast,” explained Haworth. “When you control the cameras and you control the distribution and you control the trackside signage, you can actually control the amount of seconds you deliver…we can actually use the virtual cameras to change the brand during a race. We change brands during the race to be able to manage against various targets.

“It also enables us to sell and do regionalised partnerships … we’re able to send independent feeds directly into those markets and only in that market can you see the branding, so it enables us to be a bit more versatile in partnerships.”

Formula One’s sponsorship portfolio now spans a range of B2B and B2C categories, including the airline, logistics and technology sectors. But even with so many different stories to tell, Haworth is confident that the series’ sponsors have enough space to get their message across to their target audience.

“They’re all broken down into specific categories and the important thing is that the category is super clear and there’s enough space between partners both on category and brand to enable them to tell an independent story in our sport,” he said.

“If you take Lenovo, a B2B/B2C technology hardware company, and Louis Vuitton, primarily a fashion brand, their customers will actually crossover quite heavily, but the stories they’re telling are very, very different.

“We’re telling a technology and innovation story with Lenovo, and with Louis Vuitton we’re telling a lifestyle fashion story that’s less about racing and more about the culture that is around Formula One. 

“You may own a Lenovo laptop and a Louis Vuitton bag, but your engagement in those two things are completely different.”



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Former Watkins Glen President Michael Printup 1965-2025

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Racing America is devastated to confirm the sudden passing of Chief Operating Officer Michael Printup at 60 years of age. Michael was an icon in motorsports, a great partner and a friend. His passion for racing and commitment to the industry made a lasting impact on the sport. He will be deeply missed. Racing America sends our thoughts and condolences to Michael’s family, friends and colleagues.

Michael first joined Racing America in July 2023 as the President of Sportscar Vintage Racing Association (SVRA). In January 2024, he was promoted to Chief Operating Officer, where he oversaw the Trans Am Series presented by Pirelli, as well as all racing operations. A native of Hamburg, N.Y., Michael spent nearly three decades working for NASCAR, most notably in the role of president of Watkins Glen International. He was also president of Americrown and oversaw the Levy food service contract for 12 NASCAR-owned racetracks.

Michael leaves behind his wife, Stephanie, two boys Brendan (and wife Caitlin) and Matthew, and two granddaughters, Sophia and Vivienne.

A memorial service for Michael will be held on Wednesday, January 7, 2026 from 2-4 p.m. at James A. Dyal Funeral Home (303 S. Main Street, Summerville, SC 29483)

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Wheelhouse Motorsports and Robert Noaker Racing Announce Strategic Partnership for 2026 Mustang Challenge

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CONCORD, NC, UNITED STATES, January 2, 2026 /EINPresswire.com/ — Wheelhouse Motorsports today announced a new strategic partnership with Robert Noaker Racing (RNR), uniting two leading organizations known for their development of competitive Mustang racing programs. The collaboration brings together RNR’s championship-winning expertise with Wheelhouse’s operational strength, deep technical resources, and nationally recognized driver development capabilities.

Robert Noaker Racing enters the partnership following back-to-back Team and Driver Championships in 2024 and 2025, including a flawless 2025 Mustang Challenge season in which the Noaker-prepared car led every lap of every race. Wheelhouse Motorsports will integrate this proven technical knowledge with its own established infrastructure, including its GT4 Mustang program competing in the World Racing League (WRL).

Operations will be based at the Wheelhouse Motorsports facility located on the campus of Charlotte Motor Speedway. The Wheelhouse team, including the manager, engineering staff, and technical crew, brings over 100 years of combined motorsports experience to the program. At the track, competitors will also recognize familiar faces, as the RNR crew, led by Bob Noaker, will collaborate with Wheelhouse personnel to support all Mustang Challenge efforts.
“As we continue to expand Wheelhouse Motorsports, this partnership represents a significant step forward,” said Dan McKeever, owner of Wheelhouse Motorsports. “Robert Noaker Racing has demonstrated exceptional proficiency in the Mustang Dark Horse R platform, and by combining that expertise with our operational systems and our long-standing commitment to driver development, we are well-positioned to deliver a next-level experience for our customers and competitors.”

The alliance leverages Wheelhouse’s roots in operating the Ford Performance Racing School, the nation’s premier performance driving school since 2006. The organization operates owner-experience programs for Ford and offers 1-day, 2-day, and Advanced high-performance driving courses, giving clients access to top-tier coaching and continuous development. Integrating this expertise with RNR’s race-winning preparation provides a comprehensive solution for drivers seeking a pathway into professional competition.

“This partnership allows both of our organizations to do what we do best,” said Robert Noaker, owner of Robert Noaker Racing. “Wheelhouse brings unmatched operational depth, driver training, and a world-class facility. When we combine that with the experience our team has developed running and winning with the Dark Horse R, we create a program built to elevate any driver who wants to compete at a higher level.”

Through this partnership, drivers have the following opportunities:
– Lease a Mustang Dark Horse R for the entire 2026 Mustang Challenge season.
– Contract Wheelhouse/RNR to maintain and operate their own cars.
– Compete with Wheelhouse Motorsports in the WRL series, piloting a GTO-class Mustang GT4.

Wheelhouse Motorsports and Robert Noaker Racing look forward to delivering a comprehensive, competitive, and professionally supported environment for drivers seeking championship-caliber performance in 2026 and beyond.

Bill Johnson
Wheelhouse
+1 910-658-1447
email us here

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for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this
article. If you have any complaints or copyright issues related to this article, kindly contact the author above.

Information contained on this page is provided by an independent third-party content provider. XPRMedia and this Site make no warranties or representations in connection therewith. If you are affiliated with this page and would like it removed please contact pressreleases@xpr.media



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Wheelhouse Motorsports and Robert Noaker Racing Announce Strategic Partnership for 2026 Mustang Challenge

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CONCORD, NC, UNITED STATES, January 2, 2026 /EINPresswire.com/ — Wheelhouse Motorsports today announced a new strategic partnership with Robert Noaker Racing (RNR), uniting two leading organizations known for their development of competitive Mustang racing programs. The collaboration brings together RNR’s championship-winning expertise with Wheelhouse’s operational strength, deep technical resources, and nationally recognized driver development capabilities.

Robert Noaker Racing enters the partnership following back-to-back Team and Driver Championships in 2024 and 2025, including a flawless 2025 Mustang Challenge season in which the Noaker-prepared car led every lap of every race. Wheelhouse Motorsports will integrate this proven technical knowledge with its own established infrastructure, including its GT4 Mustang program competing in the World Racing League (WRL).

Operations will be based at the Wheelhouse Motorsports facility located on the campus of Charlotte Motor Speedway. The Wheelhouse team, including the manager, engineering staff, and technical crew, brings over 100 years of combined motorsports experience to the program. At the track, competitors will also recognize familiar faces, as the RNR crew, led by Bob Noaker, will collaborate with Wheelhouse personnel to support all Mustang Challenge efforts.
“As we continue to expand Wheelhouse Motorsports, this partnership represents a significant step forward,” said Dan McKeever, owner of Wheelhouse Motorsports. “Robert Noaker Racing has demonstrated exceptional proficiency in the Mustang Dark Horse R platform, and by combining that expertise with our operational systems and our long-standing commitment to driver development, we are well-positioned to deliver a next-level experience for our customers and competitors.”

The alliance leverages Wheelhouse’s roots in operating the Ford Performance Racing School, the nation’s premier performance driving school since 2006. The organization operates owner-experience programs for Ford and offers 1-day, 2-day, and Advanced high-performance driving courses, giving clients access to top-tier coaching and continuous development. Integrating this expertise with RNR’s race-winning preparation provides a comprehensive solution for drivers seeking a pathway into professional competition.

“This partnership allows both of our organizations to do what we do best,” said Robert Noaker, owner of Robert Noaker Racing. “Wheelhouse brings unmatched operational depth, driver training, and a world-class facility. When we combine that with the experience our team has developed running and winning with the Dark Horse R, we create a program built to elevate any driver who wants to compete at a higher level.”

Through this partnership, drivers have the following opportunities:
– Lease a Mustang Dark Horse R for the entire 2026 Mustang Challenge season.
– Contract Wheelhouse/RNR to maintain and operate their own cars.
– Compete with Wheelhouse Motorsports in the WRL series, piloting a GTO-class Mustang GT4.

Wheelhouse Motorsports and Robert Noaker Racing look forward to delivering a comprehensive, competitive, and professionally supported environment for drivers seeking championship-caliber performance in 2026 and beyond.

Bill Johnson
Wheelhouse
+1 910-658-1447
email us here

Legal Disclaimer:

EIN Presswire provides this news content “as is” without warranty of any kind. We do not accept any responsibility or liability
for the accuracy, content, images, videos, licenses, completeness, legality, or reliability of the information contained in this
article. If you have any complaints or copyright issues related to this article, kindly contact the author above.

Information contained on this page is provided by an independent third-party content provider. XPRMedia and this Site make no warranties or representations in connection therewith. If you are affiliated with this page and would like it removed please contact pressreleases@xpr.media



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The Quail, A Motorsports Gathering To Celebrate the World’s Most Iconic Vehicles

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The Quail, A Motorsports Gathering returns to Monterey Car Week Aug. 14, 2026, to celebrate the world’s most iconic automotive brands and historic vehicles, company officials stated in a press release. The event will showcase four featured classes and an exclusive collector series. The 23rd annual event will also include more than a dozen vehicle debuts from top OEMs and designers and a curated display of hundreds of rare and unique vehicles.

Four celebrated classes will take center stage at next year’s event: The 100th Anniversary of Route 66, The Lamborghini Diablo, The Legacy of Japanese GTs, and The Ferrari F40.

The 100th Anniversary of Route 66

Spanning nearly 2,500 miles from Chicago to Santa Monica, Route 66 symbolizes freedom, adventure and the enduring spirit of the American road trip, noted the release. This special featured class will pay tribute to the highway’s cultural impact through a curated lineup of classic vehicles that once traveled America’s “Mother Road,” each honoring Route 66’s role in shaping American automotive history and inspiring generations of travelers.

The Lamborghini Diablo

The Lamborghini Diablo featured class will celebrate the “poster car” of the 1990s. Lamborghini’s first model capable of exceeding 200 mph and a former holder of the world’s fastest production car title, the Diablo stands as an icon of futuristic design and breakthrough engineering, solidifying Lamborghini’s standing as a trailblazer in modern supercar performance, event organizers said. The class will include Diablo examples, highlighting rare specifications and limited-production editions.

The Legacy of Japanese GTs

Celebrating the legacy of Japanese automotive craftsmanship, the artistry of customizable styling and advanced technology, The Legacy of Japanese GTs class will showcase a selection of the most influential and sought-after models. Famous for their distinctive blend of performance, precision and tunability, Japanese GTs have earned a devoted following among enthusiasts worldwide.

The Ferrari F40

The Quail, A Motorsports Gathering will honor an iconic Ferrari model for the second consecutive year with The Ferrari F40 featured class. Celebrated as one of the most iconic supercars ever built and introduced in 1987 to commemorate Ferrari’s 40th anniversary, the F40 was the final Ferrari model to be personally approved by Enzo Ferrari. This class will highlight the raw performance and engineering excellence that continue to define Ferrari’s legacy.

Ferrari F50 GT
Ferrari F50 GT. (Photo courtesy The Quail)

The Bruce Meyer Collection

The Quail will also introduce an all-new collector series that will highlight unique collections from renowned collectors and enthusiasts. Among them, Bruce Meyer is widely recognized as one of the most passionate and influential car collectors in the hot rod and classic car spaces. Driven by his signature mantra, “never lift,” Meyer has assembled one of the finest private collections of Le Mans-winning race cars, Bonneville land speed cars, trend-setting hot rods and many other cars and motorcycles of historical significance. The Bruce Meyer Collection will present an exclusive selection that reflects his profound appreciation for the automotive hobby.

Timeless Craftsmanship & Heritage Will Be on Display at The Quail

“Our new featured classes, alongside the debut of the collector series, are propelling The Quail into an exciting new era,” said Gordon McCall, director of motorsports at The Quail. “Collectively, they showcase emerging technologies and design philosophies, while upholding the timeless craftsmanship and heritage that have been at the heart of this event for more than two decades.”

The Quail, A Motorsports Gathering will also include eight returning traditional classes, including Custom Coachwork, Pre-War Sports and Racing Cars, Post-War Sports Cars 1945-60, Post-War Sports Cars 1961-75, Post-War Racing Cars, Sports and Racing Motorcycles, Evolution of the Supercar and The Great Ferraris.

The vehicle entrant application is currently open.



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Business Leader and Former NASCAR Team Marketing Executive Tony Priscaro Releases His New Book Still Standing, A Real-World Guide to Building Credibility When the Stakes Are High – Speedway Digest

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Tony Priscaro, founder of PK Velocity Sports & Entertainment and a veteran sports marketing executive, has released his debut book, Still Standing, now available on Amazon and Kindle. The book delivers a candid, practical look at leadership, resilience, and value creation drawn from decades operating at the intersection of professional sports and business.

Unlike traditional business books rooted in theory, Still Standing is built on real-world execution—closing high-stakes deals, navigating career pivots, managing risk, and rebuilding momentum when circumstances collapse.

“This isn’t a book about success,” said Priscaro. “It’s about what happens between success—the pressure, the setbacks, the moments where quitting feels logical but staying the course matters most.”

Priscaro’s career spans professional sports marketing, NASCAR sponsorship strategy, corporate partnerships, and brand development. In Still Standing, he translates lessons learned in high-pressure sports environments into actionable insights for business leaders, entrepreneurs, and sales professionals.

“In sports, there’s no room for excuses,” Priscaro said. “You either deliver or you don’t. That same reality exists in business—especially when trust, reputation, and credibility are on the line.”

A Business Book Disguised as a Story

While the book draws on experiences from NASCAR, professional basketball, and national brand partnerships, Still Standing is ultimately about business fundamentals: decision-making under uncertainty, earning trust without credentials, and creating value when resources are limited.

“Brands don’t care where you went to school,” Priscaro noted. “They care if you can reduce risk, execute consistently, and deliver results. That lesson applies to every industry.”

The book has already begun resonating with professionals navigating career transitions, leadership challenges, and entrepreneurial risk.

Supporting Speaking & Executive Engagements

The release of Still Standing coincides with Priscaro’s expanded focus on executive speaking engagements and business workshops. His talks center on leadership under pressure, credibility over credentials, and what professional sports reveal about how decisions are really made in business.

“I didn’t write this book to sell books,” said Priscaro. “I wrote it to start conversations—with leaders, teams, and organizations that want to perform when the stakes are real.”

Tony Priscaro PR



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