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Formula 1’s $2B Sponsorship Boom Puts the NFL on Notice

Formula 1 is no longer just a seasonal spectacle; it has become a major player in the marketing world. In 2024, the sport, alongside its teams, generated $2.04 billion from sponsorship, just behind the NFL’s figure of roughly $2.5 billion, according to Autosport. That performance positions F1 ahead of numerous global sports properties like the NBA and […]

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Formula 1 is no longer just a seasonal spectacle; it has become a major player in the marketing world. In 2024, the sport, alongside its teams, generated $2.04 billion from sponsorship, just behind the NFL’s figure of roughly $2.5 billion, according to Autosport.

That performance positions F1 ahead of numerous global sports properties like the NBA and MLB.

Distinct Sponsorship Strategy

Rather than signing many low-value agreements, F1 negotiates fewer, more lucrative deals. With 10 teams and 23 races, the sport averaged about $6 million per deal in 2024. By contrast, the NFL’s average sponsorship deal is in the neighborhood of $745,000.

These insights come from BlackBook Motorsport. That model highlights F1’s preference for depth over breadth, which appears to be working.

Premium Brand Partnerships

High-end and technology brands are eager to associate with F1. A prime example is the landmark 10-year, roughly $1 billion deal between Formula 1 and LVMH, covering its luxury portfolio including Louis Vuitton, TAG Heuer, and Moët & Chandon.

The Formula 1 announcement itself underlines the ambitions at play. That kind of alignment doesn’t just drive revenues, it elevates F1’s status as a lifestyle and innovation brand, not solely a racing sport.

A Younger, More Diverse Fanbase

A significant part of F1’s growth stems from its ability to attract younger fans. According to a recent Sports Stack report, the average F1 fan today is roughly 32 years old, a notable drop from 36 just five years ago.

This is further backed by FormulaRapida, which notes 42 percent of fans are under 35 and 41 percent are female. This trend aligns with F1’s conscious efforts around diversity and inclusion, factors that make the sport increasingly attractive to global brands.

The Streaming Effect

Netflix’s Drive to Survive changed the narrative. The series added depth and human drama, driving new viewer engagement, especially among younger audiences. Commentary in Motorsport suggests that the average age of viewers dropped from 44 to 32 following the show’s debut.

Additionally, FT’s reporting notes that U.S. viewership has roughly doubled since 2018, thanks to its growing presence and accessible storytelling. The show’s success offers lessons not just for F1 but for any sport looking to deepen storytelling and build emotional connections with fans.

Expanding Attendance and Engagement

F1’s global reach isn’t just about TV; it’s also about enthusiastic live audiences. The FormulaRapida stats report more than 6.5 million attendees over the season, with 17 sold-out events. Countries ranging from Australia to Mexico posted records of 300,000 to 480,000 attendees per weekend.

Combined with a 36 percent annual jump in social media followers and a strong WhatsApp and app user base, the sport has strengthened its relationship with fans offline and online.

What It Means for the NFL

The NFL remains the U.S. powerhouse in sports media, revenue, and franchise valuation. Still, Formula 1 is making rapid strides on the global stage. In 2024, its reach extended to 800 million fans across five continents, as noted by the Economic Times. If revenue equals reach, then F1 is increasingly punching what feels like above its weight.

The implication is clear: If the NFL wants to maintain dominance beyond U.S. borders, it should apply some of the strategies that have worked for F1. That includes investing in international storytelling, launching digital-first content that appeals to a youthful audience, and forging partnerships with global consumer brands seeking wide reach.

As audiences and data show, the world of sports marketing now demands a more interconnected, media-savvy approach.

Also Read: How To Stream Formula 1 Live Without Cable

Side-by-Side Comparison

Metric Formula 1 (2024) NFL (2024)
Sponsorship Revenue $2.04 billion $2.5 billion
Average Deal Value $6 million ~$745,000
Major Global Partner LVMH 10-year deal Pepsi 10-year deal
Average Fan Age ~32 (FT analysis) ~50
Global Reach 800M+ fans across 23 races Primarily U.S.-based

 



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Motorsports

NASCAR Xfinity Series qualifying order for Chicago Street Race

The NASCAR Xfinity Series hits the streets of Chicago on Saturday for The Loop 110 (4:30 p.m. ET, The CW, MRN Radio, SiriusXM NASCAR Radio). The CW App will air Xfinity Series qualifying at 11:30 a.m. ET. QUALIFYING ORDER: Cup Series | Xfinity Series The qualifying order below is determined via metric that combines the […]

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The NASCAR Xfinity Series hits the streets of Chicago on Saturday for The Loop 110 (4:30 p.m. ET, The CW, MRN Radio, SiriusXM NASCAR Radio). The CW App will air Xfinity Series qualifying at 11:30 a.m. ET.

QUALIFYING ORDER: Cup Series | Xfinity Series

The qualifying order below is determined via metric that combines the previous race finish by owner (70%) and current owner points position (30%).

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Saturday’s qualifying session will be just one round, but drivers will be split into two groups with 20 minutes to turn a lap.

MORE: How to watch on The CW | Weekend Schedule

# denotes series rookie
(i) denotes ineligible for driver points

Pos.

Car No.

Driver

Metric Score

Group

1

50

Preston Pardus

42.5

1

2

9

Shane van Gisbergen (i)

39.8

1

3

24

Kaz Grala (i)

35.9

1

4

32

Austin Green

35.8

1

5

4

Parker Retzlaff #

34.

1

6

11

Josh Williams

33.2

1

7

18

William Sawalich

32.7

1

8

53

Sage Karam

29.7

1

9

91

Josh Bilicki

29.2

1

10

5

Kris Wright

27.7

1

11

42

Anthony Alfredo

27.2

1

12

14

Connor Mosack (i)

26.6

1

13

00

Sheldon Creed

26.3

1

14

07

Alex Labbe

25.2

1

15

39

Ryan Sieg

25.2

1

16

8

Sammy Smith

25.2

1

17

35

TBA

24.3

1

18

31

Blaine Perkins

24.1

1

19

45

Brad Perez

23.9

1

20

71

Ryan Ellis

23.7

1

21

7

Justin Allgaier

22.0

2

22

21

Austin Hill

19.4

2

23

16

Christian Eckes #

18.1

2

24

44

Brennan Poole

17.9

2

25

70

Thomas Annunziata

17.7

2

26

99

Matt DiBenedetto

17.7

2

27

27

Jeb Burton

14.2

2

28

28

Kyle Sieg

14.1

2

29

25

Harrison Burton

13.6

2

30

51

Jeremy Clements

13.3

2

31

26

Dean Thompson

13.1

2

32

20

Brandon Jones

12.2

2

33

10

Daniel Dye #

10.7

2

34

19

Jack Perkins

8.2

2

35

54

Taylor Gray #

6.2

2

36

2

Jesse Love

5.7

2

37

48

Nick Sanchez #

4.3

2

38

88

Connor Zilisch #

3.4

2

39

1

Carson Kavapil #

3.2

2

40

41

Sam Mayer

3.0

2



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Keanu Reeves series documenting the birth of the Cadillac F1 team

Filmmaker and longtime motorsport enthusiast Keanu Reeves today announced a new multi-part, unscripted documentary series produced in partnership with North One, part of the All3Media group, that showcases the behind-the-scenes story of the Cadillac Formula 1 Team’s effort to join the pinnacle of world motorsport. Made possible by exclusive access from the Cadillac Formula 1 […]

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Filmmaker and longtime motorsport enthusiast Keanu Reeves today announced a new multi-part, unscripted documentary series produced in partnership with North One, part of the All3Media group, that showcases the behind-the-scenes story of the Cadillac Formula 1 Team’s effort to join the pinnacle of world motorsport.

Made possible by exclusive access from the Cadillac Formula 1 Team, TWG Motorsports and General Motors (GM), the series traces the creation of the sport’s newest and uniquely American team as it prepares for its debut at the 2026 FIA Formula 1 World Championship season opener in Melbourne.

Reeves rejoins the production team from North One with his own KR+SH production company for this new series, serving as host and executive producer mere months after his International Emmy-award win for the acclaimed Disney+ docuseries Brawn: The Impossible Formula 1 Story. Developed by Emmy-award-winning director and executive producer Simon Hammerson and three-time BAFTA-winning executive producer Neil Duncanson, the Cadillac Formula 1 Team docuseries brings together a powerhouse of creative talent to capture the ultimate story of sporting jeopardy in the high-octane world of Formula 1 and offer audiences a trackside seat for the whole ride.

“I’m very honored and excited to be a part of telling the remarkable Cadillac Formula 1 Team story and its incredible journey into the world of Formula 1 racing,” said Reeves. “Our goal with the docuseries is to bring audiences into the heart of this journey and showcase what it takes to participate in one of the most exclusive sports arenas in the world.”

The documentary follows the Cadillac Formula 1 Team, launched by TWG Motorsports in partnership with GM, as it embarks on the formidable task of building a Formula 1 organization from the ground up. Audiences will get an intimate look at the unique challenges of assembling a competitive team on an accelerated timeline and receive a first-hand account of the vision behind establishing a distinctly American presence in a sport long dominated by European powerhouses.

By documenting the challenges, setbacks, drive and determination required to build a new contender in Formula 1, the series will captivate both motorsport fans and viewers interested in stories of resilience, cultural aspiration and the pursuit of ambitious goals. The story will also explore the journey to build the first American-based team amidst the backdrop of Formula 1’s continuing growth with audiences in the US and around the world.

“This is a story of bold ambition and relentless drive,” said Dan Towriss, CEO of TWG Motorsports and the Cadillac Formula 1 Team. “We’re honored to work with Keanu, whose passion and knowledge of racing runs deep, and proud to partner with GM on this incredible story. We have an opportunity to welcome a new generation of fans to Formula 1 and Keanu’s creativity is the perfect spark to ignite that journey.’’

“General Motors and TWG Motorsports joined forces on a bold mission—to build a uniquely American Formula 1 team,” said Mark Reuss, GM President. “It’s a thrill to have Keanu Reeves document the Cadillac Formula 1 Team’s journey to our first season in the FIA Formula One World Championship™.”



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Derrick Rose to serve as Grand Marshal, give engine command for NASCAR Chicago Street Race

NASCAR announced on Tuesday that former Chicago Bulls star Derrick Rose will serve as the Grand Marshal for the Chicago Street Race. Before the start of the race, which is called the Grant Park 165, Rose will give the famous command, “Drivers, Start Your Engines.” Derrick Rose, who played high school basketball in Chicago, was […]

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NASCAR announced on Tuesday that former Chicago Bulls star Derrick Rose will serve as the Grand Marshal for the Chicago Street Race. Before the start of the race, which is called the Grant Park 165, Rose will give the famous command, “Drivers, Start Your Engines.”

Derrick Rose, who played high school basketball in Chicago, was selected by the Bulls at No. 1 overall in the 2008 NBA Draft. He spent seven seasons in Chicago and was named an All-Star three times and won the MVP award in 2011.

“It’s an honor to be part of such an incredible event in my hometown,” Rose said. “Chicago has always supported me throughout my career, and I’m excited to give back to the fans and be part of this amazing racing weekend in Grant Park.”

More on Derrick Rose and the NASCAR Chicago Street Race

“Chicago is one of the best sports towns in the world, and NASCAR is proud to be a part of that historic Chicago sports culture,” Julie Giese, NASCAR Chicago Street Race President, said. “Derrick is one of the most beloved sports icons in the city’s history, and we look forward to having him get NASCAR’s only street race underway.”

After Rose played seven seasons with the Bulls, he spent time with the New York Knicks, Cleveland Cavaliers, Minnesota Timberwolves and Memphis Grizzlies. He announced his retirement in September, the Bulls announced in January that they plan to retire Rose’s No. 1 jersey during the 2025-26 season.

“Derrick is both a hometown hero and a symbol of an entire era of Bulls basketball,” Bulls chairman Jerry Reinsdorf said in January, per the Chicago Tribune. “Retiring a jersey recognizes a player’s impact beyond on-court achievements. It honors individuals who have made extraordinary contributions to the organization and forged deep, lasting connections with fans. It recognizes that emotional bond and the great influence a player has had on the team and organization’s identity.“

The NASCAR Chicago Street Race is the first-ever street race in the NASCAR Cup Series. It began in 2023, and Shane van Gisbergen won he inaugural race. Last year, Alex Bowman took home the checkered flag at Grant Park.



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Motorsports

NASCAR road closures expand as Chicago 2025 Street Race nears

NASCAR road closures expand as Chicago 2025 Street Race nears – CBS Chicago Watch CBS News We’re just days away from the 2025 NASCAR Chicago Street Race, so there are more road closures in place every day. Be the first to know Get browser notifications for breaking news, live events, and exclusive reporting. Not Now […]

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NASCAR road closures expand as Chicago 2025 Street Race nears – CBS Chicago








































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We’re just days away from the 2025 NASCAR Chicago Street Race, so there are more road closures in place every day.

Be the first to know

Get browser notifications for breaking news, live events, and exclusive reporting.




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Dale Earnhardt Jr. Explains Why Chase Elliott Can Afford to Be More Selfish Than Alex Bowman at Hendrick Motorsports

Chase Elliott won the Cup Series race at EchoPark Speedway last Saturday, thanks to a timely push from teammate Alex Bowman. Though Bowman could have gone for the win himself, he chose to help Elliott — a selfless move that earned widespread praise. But Dale Earnhardt Jr. explained in a recent conversation with TJ Majors […]

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Chase Elliott won the Cup Series race at EchoPark Speedway last Saturday, thanks to a timely push from teammate Alex Bowman. Though Bowman could have gone for the win himself, he chose to help Elliott — a selfless move that earned widespread praise. But Dale Earnhardt Jr. explained in a recent conversation with TJ Majors why Bowman had no choice but to be so giving in the moment.

Elliott is a Cup Series champion and arguably the most popular NASCAR driver on the planet. His standing within Hendrick Motorsports is higher than that of Bowman. This allows him to carry a slight tinge of selfishness on the race track.

On the other hand, a driver like Bowman, who doesn’t have his future as secure, doesn’t have that luxury. He would likely have drawn heavy criticism from fans and the suits at Hendrick Motorsports had he attempted to win the race and failed. Junior detailed this vividly.

“Chase can be Chase. Chase can go out there and be selfish and do what he wants for himself, and he should. Alex isn’t really afforded that same leeway because he’s not won enough races or a championship,” Dale Jr. said.

“They’ve won the same number of races, honestly, in the last couple of years. But Chase is the most popular driver and also the champion. He’s got long-term equity built up in that team,” Junior added.

As unfair as this may sound, it is the harsh reality of invisible hierarchies in motorsports. Notably, there have also been rumors about Bowman’s seat at Hendrick Motorsports being in trouble over the last few years.

Elliott feels for Bowman and his team

The final push that Bowman gave Elliott in the last lap is what led him to cruise past Brad Keselowski and win. Elliott admitted this and appreciated his teammate in his post-race interviews.

Elliott said, “He and I both knew that the only shot we as a company had at that juncture was to line up and push and hope that something worked out good in our favor because at that point it was two on one. Whether it was he or I — obviously we both wanted to win — I recognize that he gave me a great shove.”

Bowman finished the race in third place. Elliott continued to express hope that the No. 48 team can reach Victory Lane soon, since they have been really fast.



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Grillo Pickles is Hosting the Ultimate NASCAR Weekend Pop-Up

Grillo’s Hot Pickle Car Garage pop-up will feature a Chicago-style cookout, meet and greets with NASCAR stars, and fan giveaways. Photo/Shutterstock and Grillo Pickles NASCAR Weekend is almost here and Grillo Pickles is celebrating with the ultimate Chicago Street Race pop-up! The Boston-based pickles brand is bringing its signature flavors to the Midwest from July […]

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Grillo’s Hot Pickle Car Garage pop-up will feature a Chicago-style cookout, meet and greets with NASCAR stars, and fan giveaways.

NASCAR Weekend is almost here and Grillo Pickles is celebrating with the ultimate Chicago Street Race pop-up!

The Boston-based pickles brand is bringing its signature flavors to the Midwest from July 3-5 with the launch of the Grillo’s Hot Pickle Car Garage.

Grillo X NASCAR

Grillo Garage poster
Photo/Grillo Pickles

The pop-up will take over Vault Gallerie in Pilsen (2015 S. Laflin Street) for three full days of fun-filled activations and delicious eats.

  • Thursday, July 3 – opening giveaway in which the first 100 visitors will receive NASCAR swag signed by racing star Todd Gilliland.
  • Friday, July 4 – Grillo is turning up the heat on Independence Day with a Chicago-style cookout, featuring free hot dogs and brats.
  • Saturday, July 5 – On July 5, NASCAR fans will enjoy a live art installation (1 – 4 p.m.), followed by a meet and greet with drivers Todd Gilliland, Noah Gragson, and Zane Smith (5 – 6P.M.)

Food & Drink Things To Do





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