Sports
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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Sports
Track and Field Competes at Dartmouth to Open up 2026
With only partial squads traveling from both Brown programs, the women’s team finished in second place in the meet, coming in behind first place Dartmouth, and ahead of third place Vermont and fourth place UMass Lowell.
The men’s team placed fourth behind Dartmouth, UMass Lowell, and Vermont, respectively.
WOMEN
Junior Alyssa Jackson led the way in the 60m dash with a time of 7.71 seconds, with freshman Anya Anderson also earning a point for her fourth place finish in 8.06. Junior Anna Pollak took runner-up at 26.77 in the 200 meters and freshman Sydney Ruckett (58.25) took first place in the 400m dash.
Brown took three of the top four spots in the finals of the 60m hurdles, with Simone Dunbar (8.89) placing second, followed by Jannah Maguire (8.97) and Kareema McKenzie (9.02) in third and fourth, respectively.
In the field events, senior Nene Mokonchu finished in a three-way tie for first place in the high jump at 1.65m. In the long jump, senior Rachel Bibiu (5.38m) took second place and freshman Clara Fan (5.26m) finished third. The Bears also picked up a win and nine points in the triple jump with freshman Joyce Olawalye winning the event at 11.53m. Fan (1.28m) took second and Bibiu (11.03m) finished fourth.
Sophomore Giana DeCesare took runner-up in the weight throw with her mark of 15.32 meters, and junior Amiya Hopkins finished fourth in the shot put with a 12.47m mark.
MEN
Leading the way for Brown on the track were senior sprinters Elias Archie and Solomon Miller, with Archie taking home first place in the 60m dash by crossing the finish line in 6.88 seconds, followed by Miller in third place in 6.93.
Junior Jake Haley scored a point with his fourth place finish in the 500 meters with a time of 1:07.18.
In the field events, junior Gabriel Liem Thai took second place in the pole vault (4.45m), freshman Jerald Evangelista placed third in the triple jump (13.27m), and freshman Sean Wilton finished third in the shot put (15.30m).
The Bears will return to action next Saturday, January 17 at the Beantown Challenge at Harvard.
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Sports
Tigers Win Six Events at Alexis Jarrett Invitational
Mizzou track and field opened its indoor track and field season Saturday hosting the second annual Alexis Jarrett Invitational at the Hearnes Center Fieldhouse and claimed six event titles, despite competing a limited number of student-athletes.
Other schools competing included SIU-Edwardsville, Central Methodist, Kansas City, Iowa Western Community College, Barton County Community College and Cottey College.
TOP TIGERS
Senior sprinter Robert Hines was a two-time winner. He claimed the 200m dash with a time of 21.82 – just four-tenths of a second off his indoor personal best – and also won the 60m dash in 6.87.
Senior Anna Vedral won the women’s pole vault at the Alexis Jarrett Invitational for the second straight year clearing 3.90m (12-9.5) and sophomore Anna Ferguson (3.60/11-9.75) took second after tying for the runner-up spot a year ago.
Senior Petra Gombas secured the Alexis Jarrett Invitational title for the second straight year with a throw of 19.91m (62-11.5).
RECAP
Sophomore Marlena Tresnjo won the women’s high jump at 1.76m (5-9.25).
The Tigers were especially strong in the throwing events.
Junior Garik Pozecki had a spirited competition with SIU-Edwardsville’s Grant Milbrath in the men’s weight throw and finished second by a single centimeter, throwing 21.62m (70-11.25), a personal best and the sixth-best mark ever at Mizzou, to Milbrath’s 21.63m (70-11.75). Teammates Clayton Kamp and T.J. Wiggins followed Pozecki in third and fourth with respective throws of 17.92m (58-9.5) and 16.83m (55-2.75).
The Tigers swept the women’s weight throw, taking the top five positions. Gombas’ victory was followed by teammates Reagan Kimrey (19.12/62-8.75), Delilah Pippen (PR – 16.72/54-10.25), Ames Burton (16.62/54-6.5) and Kaitlyn Morningstar (PR – 16.60/54-5.5).
Junior Chase Crawford won the men’s shot put with a personal best throw of 17.62m (57-9.75). Teammates Sam Albert (PR – 15.83m/51-11.25) and Kamp (14.86m/48-9) were third and fifth, respectively.
In his Mizzou debut, Houston transfer Dillon Leacock was second in the 60m hurdles (8.29) and eighth in the 200m dash (22.44) – both events in which he had not competed before.
Multi-event athlete Sophia Wydra, a freshman, also made her debut in the black-and-gold and competed in three events: women’s long jump, sixth, 5.45m (17-10.75); women’s 60m hurdles, ninth, 9.24; and shot put, third (11.42m/37-5.75).
Former Tiger Arianna Fisher, competing unattached, won the women’s triple jump (12.81m/42-0.50), an event in which she holds the Missouri school indoor record (14.06m/46-1.5).
UP NEXT
Next week, Missouri hosts its second of five consecutive home meets – the Show-Me Showdown – inside the Hearnes Center Fieldhouse on Friday, Jan. 16.
FOLLOW THE TIGERS
For all the latest on Mizzou Track and Field, stay tuned to MUTigers.com and follow the team on Facebook, Instagram and X (MizzouTFXC).
Sports
Second School Record Falls; Sewell Succeeds in World Championships on Saturday – University of Cincinnati Athletics
Sports
Giles Breaks Shot Put Program Record at Tryon International Collegiate Opener
TRYON, N.C. – The High Point University women’s track and field team traveled to the western part of the state to compete at the Tryon International Collegiate Opener hosted by Big South Conference foe UNC Asheville. The Panthers used this meet as practice for the Big South Indoor Championships that will take place at the same facility at the end of February.
High Point had a group of throwers and combined events student-athletes make the trip.
In the throwing events, Ashlyn Giles broke her own program record in her second meet as a Panther in the shot put. She threw a 15.43m throw for first place which was 0.43m farther than her previous record. She also competed in the weight throw and launched the weight 15.32m for third place.
Vanessa Kobialka placed in second behind Giles in the shot put with a 13.27m throw. Jill Stroup placed fourth in the weight throw and matched Giles’ throw with a 15.32m launch.
Jhanelle Thomas and Mya Hines competed in the 60m hurdles and crossed the finish line in back-to-back times as Thomas registered a 9.08 time and Hines posted a 9.25 time for fourth and fifth place respectively. Thomas also competed in the high jump and cleared 1.47m for a six-way tie for third. Kaitlyn Green was right there with Thomas in the high jump also clearing 1.47m for third place.
UP NEXT: High Point travels to Blacksburg, Virginia for the Virginia Tech Invitational on January 16-17.
#GoHPU x #OnTheProwl
Sports
Ufodiama Sets Program Record at Rod McCravy Memorial
LOUISVILLE, Kentucky – East Carolina opened the indoor season with several strong performances at the Rod McCravy Memorial Meet, hosted by the University of Kentucky at the Norton Healthcare Sports & Learning Center, highlighted by a program-record run from Kelly Ufodiama and multiple finals appearances across the two-day competition.
Ufodiama delivered the standout performance of the meet for the Pirates, setting a new ECU program record in the women’s 60-meter dash semifinals with a time of 7.14. The mark further cemented her place atop the record book, as she now holds the top eight performances in program history in the event.
On the men’s side, East Carolina made a strong statement in the sprints. Tyson Tippett finished runner-up in the men’s 60-meter dash finals, clocking 6.85, while Jace Coleman added a fourth-place finish at 6.89 to give the Pirates two top-four finishes in one of the meet’s deepest events.
The Pirates also found success in the hurdles, where Kailey Elliott advanced through the rounds to place fourth in the women’s 60-meter hurdles finals with a time of 8.27. Her performance marked one of ECU’s top technical-event finishes of the weekend.
Abrielle Schweitzer continued her strong indoor campaign with a third-place finish in the women’s mile, crossing the line in 4:52.34. On the men’s side, Alex Sawyer placed ninth in the mile with a time of 4:14.67, while Elliott Kleckner followed closely in 11th at 4:21.33.
Additional solid efforts came in the 300 meters, where Brianna Clayton finished 13th in the women’s race at 38.70, and in the men’s 600 meters, where Jordan Good narrowly missed the podium with a fourth-place finish in 1:18.34.
In the field events, Shakiel Dacres led the way for East Carolina with a sixth-place finish in the men’s shot put with 16.66m. Dacres’ performance marked the Pirates’ top result in the throws.
East Carolina finished strong over the weekend and will look to carry their victories toward the Dick Taylor Challenge, hosted by North Carolina starting January 16.
Sports
Track & Field Wins Six Events, Topples School Record in Excellent Close to Rod McCravy Memorial – Ole Miss Athletics
All-American sophomore Jordan Urrutia, fresh off a strong freshman campaign, set right to work on his second season with the Rebels. Urrutia clocked the fastest proper 300-meter race in Ole Miss history (trailing only a converted 300-yard time on an oversized track by Olympian Tony Dees in 1984), finishing second overall in a blistering 33.06 seconds. That time dropped nearly three-quarters of a second off his freshman best 33.71, and trailed only a 32.89 by Indiana’s Trelee Banks-Rose.
Fellow sophomore Wesley Todd clocked a PR of his own, finishing 10th at 34.07.
The duo were not done there, though, as Ole Miss would close the day with an excellent opening 4×400-meter relay for the 2026 season. The quartet of senior Joshua Knox, Todd, senior Cade Flatt and Urrutia passed the stick in 3:08.85 – which ranks fourth-best in Ole Miss history indoors and is the fastest by any Rebel relay indoors since the 2004 record of 3:06.83.
Ole Miss was particularly excellent on the back half, with Flatt dropping a 46.93 third leg and then Urrutia blazing a 45.45 anchor leg.
The success on the track did not stop there for the Rebels. Earlier in the day, Patchnalie Compere ran the fastest time ever by an Ole Miss freshman in the women’s 300-meter dash, winning the event overall at an eye-opening 37.40. Olympian and three-time NCAA Champion McKenzie Long set the Ole Miss record in the event at 37.38 in 2023 on Vanderbilt’s oversized track.
Senior Cassie Williamson, in her final year of competition this indoor season, took the crown in the women’s 800-meter at an Ole Miss career-best 2:08.51 – which ranks her seventh in school history indoors. Freshman Owen Kelley rounded out the track wins for Ole Miss with a victory in the 3K, clocking in at 8:16.11 in his collegiate debut.
Other notable runs on the track included a runner-up finish by senior Chase Rose in the 800-meter (1:49.56), a third-place finish and PR by Samuel Ferguson in the 3K (8:21.18), and a third-place 3K finish by freshman Leah Penick in her collegiate debut (9:45.89).
In the field, reigning NCAA Indoor shot put champion Tarik Robinson-O’Hagan began his title defense in earnest. Robinson-O’Hagan – a member of the preseason watch list for The Bowerman, college track & field’s version of the Heisman Trophy – won on a sixth-round blast of 20.76m/68-01.50 for his first win of the season, the best mark by an collegiate shot putter this early into the season (Jan. 10) in available records since at least 2008.
Freshman Ashton Hearn began his Ole Miss career with an impressive heave of his own, finishing third at 17.84m/58-06.50 – already good for No. 6 in school history indoors.
In the women’s edition, All-American junior Akaoma Odeluga had her best-ever season opening performance as well, winning on a blast of 17.92m/58-09.50. Freshman Natalie Brown also made the final, finishing ninth at 13.71m/44-11.75 in her first college shot put competition.
In the men’s triple jump, two key portal additions for the Rebels – juniors Sterling Scott (Missouri) and Kyle Johnson (UConn) – had great opening performances to their Ole Miss careers. Scott, a three-time NCAA qualifier with the Tigers, took runner-up honors at 15.97m/52-04.75 – already making him the sixth-best triple jumper in Ole Miss history indoors. Johnson was fourth at 15.67m/51-5, good for No. 12 in the Rebel record books.
Fellow junior Mikoy Holmes made the final as well, finishing eighth at a career-best leap of 14.81m/48-07.25.
Ole Miss will next head to Nashville for the Vanderbilt Invitational, which is set to run Jan. 16-17.
REBELS IN DAY TWO COMPETITION
Women’s 300-Meter Dash
1. Patchnalie Compere – 37.40 – Collegiate Debut, Ole Miss Freshman Record
51. Royannah Farmer – 41.04 – Division I Debut, First Career 300
Men’s 300-Meter Dash
2. Jordan Urrutia – 33.06 – PR, Ole Miss Proper 300-Meter Record
10. Wesley Todd – 34.07 – PR
Women’s 800-Meter
1. Cassie Williamson – 2:08.51 – Ole Miss Best, No. 7 Ole Miss History Indoors
Men’s 800-Meter
2. Chase Rose – 1:49.56
DNF Cade Flatt
Men’s Mile
2. John Shoemaker – 4:10.39 – Collegiate Debut
Women’s 3K
3. Leah Penick – 9:45.89 – Collegiate Debut
6. Hannah Doyle – 9:55.25 – Collegiate Debut
10. Brooke Preputnick – 10:09.99 – PR
11. Madison Archdale – 10:10.22 – Collegiate Debut
12. Addy Mitchell – 10:11.94 – Collegiate Debut
Men’s 3K
1. Owen Kelley – 8:16.11 – Collegiate Debut
3. Samuel Ferguson – 8:21.18 – PR
Men’s 4×400-Meter Relay
1. A Relay: Joshua Knox, Wesley Todd, Cade Flatt, Jordan Urrutia – 3:08.85 – No. 4 Ole Miss History Indoors
11. B Relay: Tarique Wright, Dekell Minor, Jonathan Stock, Chase Rose – 3:18.47
Men’s Pole Vault
5. Logan Kelley – 5.00m/16-04.75
Women’s Triple Jump
10. Indya Dotson – 11.94m/39-02.25 – PR, No. 15 Ole Miss History Indoors
11. Bayli Major – 11.83m/38-09.75 – Collegiate Debut
FOUL Madison Martinez
Men’s Triple Jump
2. Sterling Scott – 15.97m/52-04.75 – Ole Miss Debut, No. 6 Ole Miss History Indoors
4. Kyle Johnson – 15.67m/51-5 – Ole Miss Debut, No. 12 Ole Miss History Indoors
8. Mikoy Holmes – 14.81m/48-07.25 – PR
11. Solomon Finley – 13.96m/45-09.75 – Ole Miss Debut
Women’s Shot Put
1. Akaoma Odeluga – 17.92m/58-09.50
9. Natalie Brown – 13.71m/44-11.75 – Collegiate Debut, No. 15 Ole Miss History Indoors
12. Temidayo Owoyemi – 13.27m/43-06.50 – Collegiate Debut
Men’s Shot Put
1. Tarik Robinson-O’Hagan – 20.76m/68-01.50
3. Ashton Hearn – 17.84m/58-06.50 – Collegiate Debut, No. 6 Ole Miss History Indoors
26. Caughran Fowler – 10.91m/35-09.50
28. William Numnum – 10.56m/34-07.75 – Collegiate Debut
—–
REBELS IN DAY ONE COMPETITION
Men’s 60-Meter Dash – Prelims
7. Tarique Wright – 6.79q – PR, T-No. 11 Ole Miss History
Men’s 60-Meter Dash – Semifinals
11. Tarique Wright – 6.79 – Ties PR
Women’s 200-Meter Dash
27. Lizzie Hatton – 25.22 – Indoor PR
Women’s 400-Meter Dash
13. Patchnalie Compere – 59.17 – Collegiate Debut
Men’s 600-Meter
6. Jonathan Stock – 1:19.51 – PR
Men’s 1000-Meter
2. Stone Smith – 2:28.65 – Event Debut
Women’s 60-Meter Hurdles – Prelims
35. Bayli Major – 8.90 – Collegiate Debut
40. Carmela Coulter – 9.15 – Collegiate Debut
44. Nyajah Gordon – 9.38
Men’s 60-Meter Hurdles – Prelims
12. Caughran Fowler – 8.46q – PR
17. William Numnum – 8.80q – Collegiate Debut
Men’s 60-Meter Hurdles – Semifinals
12. William Numnum – 8.66 – PR
17. Caughran Fowler – 8.67
Women’s High Jump
NH Carmela Coulter
Men’s High Jump
1. Arvesta Troupe – 2.23m/7-03.75 – Indoor PR, No. 3 Ole Miss History Indoor
Women’s Pole Vault
5. Lily Beattie – 4.05m/13-03.50
T6. Mary Cate Doughty – 3.90m/12-09.50
11. Katie McFarland – 3.75m/12-03.50
13. Aly Francolini – 3.75m/12-03.50
T14. Rachel Homoly – 3.75m/12-03.50 – Ole Miss Debut, No. 15 Ole Miss History Indoors
NH Katelyn Hulsey
Women’s Long Jump
10. Indya Dotson – 5.73m/18-09.75
25. Nyajah Gordon – 5.19m/17-00.50
FOUL Lizzie Hatton
Women’s Weight Throw
1. Akaoma Odeluga – 22.95m/75-03.50 – 5-foot PR, No. 5 Ole Miss History
2. Skylar Soli – 22.21m/72-10.50 – PR, No. 6 Ole Miss History
4. Nyah Edwards – 20.50m/67-03.25 – Ole Miss Debut, 4-foot PR, No. 9 Ole Miss History
9. Natalie Brown – 18.87m/61-11 – Collegiate Debut, No. 13 Ole Miss History
13. Naomi Woolfolk – 17.90m/58-08.75 – PR, No. 15 Ole Miss History
16. Temidayo Owoyemi – 16.66m/54-8 – Collegiate Debut
Men’s Weight Throw
2. Tarik Robinson-O’Hagan – 23.78m/78-00.25 – Top Collegiate Finisher
3. Bryson Smith – 22.11m/72-05.50 – PR, No. 2 Ole Miss History
4. Mason Hickel – 21.27m/69-09.50
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