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

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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 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.

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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.

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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.

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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.

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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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Vote for Sarasota, Manatee County 2025 Volleyball Player of the Year

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Jan. 2, 2026, 5:01 a.m. ET

  • The Herald-Tribune has announced its 2025 Fall All-Area team selections for Manatee and Sarasota counties.
  • Venice’s Tien Murray was named the Player of the Year from the First-Team selections.
  • Voting for the fan-selected Player of the Year will close on Wednesday, Jan. 7 at 9 a.m.

The Herald-Tribune started rolling out its 2025 Fall All-Area team selections.

We honored the top players from Manatee and Sarasota counties by naming First Team, Second Team, and Honorable Mentions lists.

We also named a Player of the Year from among the 14 First-Teamers in Venice’s Tien Murray.

Tien Murray of Venice High School is the 2025 Herald-Tribune All-Area Volleyball Player of the Year.

Now we will let you have your say. Do you agree with Murray being our pick for Player of the Year, or do you prefer a different First-Team selection?

Voting will remain open until Wednesday, Jan. 7 at 9 a.m.

Click HERE to vote or in the poll below.



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Hawaii men’s volleyball preview: Middle Blocker Trevell Jordan

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Meet the 2025 Volleyball Team

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Jan. 2, 2026, 5:03 a.m. ET

DeLand won its sixth consecutive district title and made the furthest postseason run in the Volusia-Flagler area in 2025.

The Bulldogs advanced to the Region 1-7A semifinals but had to play Winter Park, the No. 1 team in Florida. DeLand’s season came to an end there, but it was still a successful campaign for one of the area’s perennial powers.



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Iola outside hitter takes top honor on Texas 2A all-state volleyball team | Associated Press

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LONGVIEW, Texas (AP) — Blue Bell/Texas Sports Writers Association Class 2A all-state volleyball team, distributed by The Associated Press:

FIRST TEAM

Middle Blockers: Kellen Weaver, Beckville, sr.; Camryn Powers, Crawford, jr.; Kennedy Slay, Tioga, jr.

Outside Hitters: Shaylee McKown, Iola, jr.; Keegan Kleiber, Mumford; Rayna Sadler, Leon, jr.

Setter: Rylee Goodney, Iola, sr.

Libero/Defensive Specialist: Averi Bolgiano, Crawford, jr.

Player of the year: McKown, Iola

Coach of the year: Jamie McDougald, Iola


SECOND TEAM

Middle Blockers: Jacie Boles, North Hopkins, jr.; Sy Parker, Nocona; Channing Horne, Leon, jr.

Outside Hitters: Macey Hoelscher, North Hopkins, jr.; Cami Hoyle, Iola, jr.; Ava Johnson, Nocona, sr.

Setter: Landry Zapalac, Schulenburg, sr.

Libero/Defensive Specialist: Jenna Guentert, Schulenburg, soph.


THIRD TEAM

Middle Blockers: Katherine Lindemann, Garrison, jr.; Tatum Miller, Crawford; Camdyn Owen, Italy, sr.

Outside Hitters: Aubrie Kabisch, Nocona, sr.; Katelin Sullivan, Flatonia; Haylee Vacek, Schulenburg, jr.

Setter: Ainsley Anderson, Crawford, soph.

Libero/Defensive Specialist: Ava Bessette, Iola, sr.

Copyright 2026 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed without permission.



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Who were the top high school girls volleyball players in Marion County in 2025?

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Jan. 2, 2026, 4:01 a.m. ET

The 2025 Marion County girls volleyball season was one to remember. We saw breakout performances from outside hitters all over the Ocala area. The Trinity Catholic Celtics went undefeated in the county while fielding one of the program’s most talented rosters. Forest made history with its ninth county title in a row under head coach Jim Collins.

The season was much more than those leading lines. We saw scores of volleyball players give their all in hopes of having the best season of their careers. Now that the ball is no longer in play, the Star-Banner is ready to unveil the latest edition of all-Marion County volleyball players.



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Former Grand Canyon star finds new home with Rainbow Warriors

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HONOLULU (HawaiiNewsNow) – It’s not uncommon for athletes to transfer schools in this era of collegiate sports.

However, for new University of Hawaii middle blocker Trevell Jordan, it wasn’t a move he was expecting to make.

Jordan — who has U.S. National team experience — had a stellar freshman season at Grand Canyon University, playing in all 21 of the Lopes’ matches as a freshman, amassing 111 kills and 67 blocks.

In April, the GCU team was blindsided when the school announced that it would no longer sponsor the sport.

“None of us saw it coming, like it was out of the blue,” Jordan said. “Went into this meeting thinking it was just gonna be how like next year was gonna go, and then that’s what they dropped the bomb, and like the meeting was like five minutes before they left.”

It was reclassified as a club sport with GCU putting out a release saying that the move was to stay competitive with other NCAA Division I programs.

Grand Canyon just joined the Mountain West Conference, a league that does not carry men’s volleyball.

With the abrupt shutdown, it left the entire Lopes roster looking for a new home, with many players catching the eyes of coaches around the country.

Jordan found his way to Manoa.

“He had offers to go to every top program in the country and ironically they were pushing him to make a fast decision,” UH head coach Charlie Wade said. “They pushed him towards us because I was the one saying, ‘hey, I’m in for the long haul, I want you here, take your time to figure it out.’”

Jordan is now getting accustomed to volleyball in the islands as he joins a squad with big aspirations in 2026.

UH ended last season one game shy of the National Championship.

“The difference in commitment here with the fans, the program, the school, as at GCU, we didn’t get as much love as we did like any other sport,” Jordan said. “It’s been really cool, the team and squad has been really inviting, so they’ve been working with me to get more like accommodated to here.”

Jordan and the ‘Bows open the 2026 season on Friday, the first of two home matches against the New Jersey Institute of Technology.

First serve is set for 7 p.m. Hawaii time.



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