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

 

In the final weeks of Alexa DeLeon Reddick’s pregnancy, husband Tyler Reddick slept in a tent.

No, he wasn’t in trouble. He was in training.

NASCAR’s first race outside the continental United States since 1958 presents drivers and teams with a unique challenge — Mexico City’s elevation.

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Autódromo Hermanos Rodríguez, the 15-turn, 2.42-mile course Xfinity and Cup drivers will compete on this weekend, sits at an elevation of nearly 7,500 feet. The next highest track on the Cup circuit in terms of elevation is Las Vegas Motor Speedway at about 2,000 feet above sea level.

With less oxygen at higher altitudes, driver performance could be impacted.

Drivers have tried different methods to prepare for the impact on their bodies from arriving in Mexico City earlier to acclimate, to wearing a mask that simulates less oxygen to sleeping in a hypoxic tent.

Reddick was among those who slept in a tent to adjust to the higher altitude and mitigate potential symptoms of altitude sickness.

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“One side effect of it is my wife hasn’t been super happy about me sleeping in a hypoxic environment especially at the later stages of her pregnancy,” said Reddick, whose wife delivered the couple’s second child May 25.

Mexico’s altitude will test engines for NASCAR Cup, Xfinity Series teams this weekend

Mexico’s Autódromo Hermanos Rodríguez is about 7,500 feet above sea level and the thinner air will impact engines.

While he said he noticed benefits from using the tent, will Reddick continue to use it as a part of his training after Mexico?

“My wife would throw a fit if I come home from Mexico and I’m like, ‘Yeah, we’re going to keep this tent thing going.’ She might put the tent outside,” Reddick said laughing.

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The tent was part of the training program Toyota developed for its drivers after Christopher Bell raised questions before the season about what would be done to help maintain maximum performance in such trying conditions.

“We started that early in the season just talking and getting a plan together, making sure we’re prepared for it,” Bell said. “I’m proud of everyone at Toyota, the Toyota Performance Center. Caitlin Quinn has really headed up the department of physical fitness and made sure we’re ready for this challenge. Hopefully, the Toyota drivers are the ones that are succeeding.”

Quinn is the director of performance for the Toyota Performance Center in Mooresville, North Carolina. She was a strength coach at Florida State University before joining Toyota Performance Center.

Good news, bad news for NASCAR Cup teams ahead of Mexico City weekend

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William Byron ranks first for the season in speed and restart rankings, according to Racing Insights.

The department has grown to include a sports dietician, physical therapist, physician assistant for orthopedic issues, mental health and wellness specialist, an additional strength coach and, as Quinn said, “just every science tool we can imagine.”

Quinn said all that is done “to help drivers find their edge in the car. The teams work really hard on making the cars as fast as possible and we’re trying to make the drivers able to perform at the best of their ability physically and mentally.”

After the conversation with Bell, Quinn began to work on a program to help drivers prepare for Mexico. That led to a couple of ways to help drivers adjust.

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One was having drivers get used to a lower oxygen environment when they’re resting (the tent). Another was having them exercise in an environment where there was less oxygen. Toyota enclosed a space in its center with a bicycle inside it for drivers to ride in a lower oxygen setting.

Quinn said Toyota starting implementing those programs about eight weeks ago for drivers.

“I did a lot of exercising in the altitude tent,” said Bell, who will compete in both the Xfinity and Cup races in Mexico City. “Let’s see if it works.”

Reddick said sleeping in hypoxic tent proved beneficial, noting he felt he got better sleep in it.

“It is different sleeping in a hypoxic environment,” he said. “I’ve noted the changes so far, and I’m excited to see what it’s going to be like when I get there to Mexico City.”

In the final weeks of Alexa DeLeon Reddick’s pregnancy, husband Tyler Reddick slept in a tent.

No, he wasn’t in trouble. He was in training.

NASCAR’s first race outside the continental United States since 1958 presents drivers and teams with a unique challenge — Mexico City’s elevation.

Autódromo Hermanos Rodríguez, the 15-turn, 2.42-mile course Xfinity and Cup drivers will compete on this weekend, sits at an elevation of nearly 7,500 feet. The next highest track on the Cup circuit in terms of elevation is Las Vegas Motor Speedway at about 2,000 feet above sea level.

With less oxygen at higher altitudes, driver performance could be impacted.

Drivers have tried different methods to prepare for the impact on their bodies from arriving in Mexico City earlier to acclimate, to wearing a mask that simulates less oxygen to sleeping in a hypoxic tent.

Reddick was among those who slept in a tent to adjust to the higher altitude and mitigate potential symptoms of altitude sickness.

“One side effect of it is my wife hasn’t been super happy about me sleeping in a hypoxic environment especially at the later stages of her pregnancy,” said Reddick, whose wife delivered the couple’s second child May 25.

Mexico’s Autódromo Hermanos Rodríguez is about 7,500 feet above sea level and the thinner air will impact engines.

While he said he noticed benefits from using the tent, will Reddick continue to use it as a part of his training after Mexico?

“My wife would throw a fit if I come home from Mexico and I’m like, ‘Yeah, we’re going to keep this tent thing going.’ She might put the tent outside,” Reddick said laughing.

The tent was part of the training program Toyota developed for its drivers after Christopher Bell raised questions before the season about what would be done to help maintain maximum performance in such trying conditions.

“We started that early in the season just talking and getting a plan together, making sure we’re prepared for it,” Bell said. “I’m proud of everyone at Toyota, the Toyota Performance Center. Caitlin Quinn has really headed up the department of physical fitness and made sure we’re ready for this challenge. Hopefully, the Toyota drivers are the ones that are succeeding.”

Quinn is the director of performance for the Toyota Performance Center in Mooresville, North Carolina. She was a strength coach at Florida State University before joining Toyota Performance Center.

William Byron ranks first for the season in speed and restart rankings, according to Racing Insights.

The department has grown to include a sports dietician, physical therapist, physician assistant for orthopedic issues, mental health and wellness specialist, an additional strength coach and, as Quinn said, “just every science tool we can imagine.”

Quinn said all that is done “to help drivers find their edge in the car. The teams work really hard on making the cars as fast as possible and we’re trying to make the drivers able to perform at the best of their ability physically and mentally.”

After the conversation with Bell, Quinn began to work on a program to help drivers prepare for Mexico. That led to a couple of ways to help drivers adjust.

One was having drivers get used to a lower oxygen environment when they’re resting (the tent). Another was having them exercise in an environment where there was less oxygen. Toyota enclosed a space in its center with a bicycle inside it for drivers to ride in a lower oxygen setting.

Quinn said Toyota starting implementing those programs about eight weeks ago for drivers.

“I did a lot of exercising in the altitude tent,” said Bell, who will compete in both the Xfinity and Cup races in Mexico City. “Let’s see if it works.”

Reddick said sleeping in hypoxic tent proved beneficial, noting he felt he got better sleep in it.

“It is different sleeping in a hypoxic environment,” he said. “I’ve noted the changes so far, and I’m excited to see what it’s going to be like when I get there to Mexico City.”

NASCAR is beefing up its sponsorship of next month’s Chicago Street Race with the addition of Arby’s.

The fast food chain was announced as a “founding partner” Wednesday of the third annual race around the pop-up Grant Park course during the Fourth of July weekend. Arby’s joins Blue Cross and Blue Shield of Illinois and Xfinity as major sponsors of the event.

“This marks an exciting moment for our brand in the world of motorsports, with one of the most dynamic and groundbreaking events in racing,” Jeff Baker, chief marketing officer at Arby’s, said in a news release. “Nothing goes better with NASCAR than one of our delicious Arby’s sandwiches, and we can’t wait to bring the meats to the streets for race fans and Arby’s fans in Chicago and beyond.”

Arby’s, which is new to NASCAR, is replacing Chicago-based McDonald’s as a major sponsor of the street race.

In addition to race weekend visibility and promotions, Arby’s is offering chances through June 22 to win tickets to the Chicago Street Race at 47 restaurants in the city and suburbs. The unique event on the NASCAR calendar features an Xfinity Series race on July 5, and the nationally televised Grant Park 165 Cup Series race on July 6.

The announcement comes as NASCAR and the city are gearing up for a more streamlined race weekend event with a smaller concert lineup, downsized hospitality buildout, reduced ticket prices and an accelerated setup/breakdown schedule.

Southern rockers the Zac Brown Band, scheduled to perform after the Xfinity Series race, are the only musical headliners on the bill for year three. But NASCAR is planning to add a miniature golf course and other family-friendly activities to the festivities.

The Grant Park 165 on Sunday is scheduled to start at 1 p.m., 2½ hours earlier than last year, in the hopes of finally finishing the race, which was shortened by inclement weather the first two years. The Cup Series broadcast is also moving from NBC to cable channel TNT.

Tickets, which went on sale in January, are less expensive this year. Single-day general admission passes start at $99 — a third less than last year — while premium grandstand reserved seats are priced at a nearly 50% reduction. Children 12 and under are free both days, with an accompanying adult.

The Chicago Street Race will once again feature a 12-turn, 2.2-mile course through Grant Park, down DuSable Lake Shore Drive and up Michigan Avenue, which will be closed off and lined with fences, grandstands and hospitality suites. But a relocated concert stage will replace the Skyline, a mammoth temporary structure along Columbus Drive that last year housed the most expensive suites overlooking the start/finish line at Buckingham Fountain.

Street closings for the buildout have been reduced to 18 days. The first shutdown is set for June 19, with all streets to be reopened by July 14.

Chicago saw a boost in tourism last year. Will the pope be a blessing in 2025?

NASCAR is in the third and final year of an inaugural agreement with the city to host the Chicago Street Race, a deal struck during Mayor Lori Lightfoot’s administration.

Last year, the race generated $128 million in total economic impact and drew 53,036 unique visitors, according to a study commissioned by Choose Chicago, the city’s tourism arm.

rchannick@chicagotribune.com

Originally Published: June 11, 2025 at 11:45 AM CDT

After a brief NFL career, former HBCU football star Marshall McFadden has carved out a new path in NASCAR, where he puts his athleticism to work.

The former South Carolina State linebacker now serves as the jackman for NASCAR driver Ross Chastain’s No. 1 Chevrolet ZL1 crew.

“After being in the NFL and college football, it gave me the perfect ingredients to cross over to NASCAR. Here, that same professionalism and athleticism applies,” McFadden told the Winston-Salem Journal. “The understanding of how things are done is similar, and that’s how I worked my way up to being a jackman.”

McFadden made his mark at South Carolina State University, an HBCU known for producing NFL players. After tallying 12 tackles in 2007, he broke out in 2008 with 88 tackles and five sacks. His performance earned him MEAC Defensive Player of the Week honors and confirmed his ability to lead and disrupt offenses.

He began his professional career in 2012 when the Pittsburgh Steelers signed him to a reserve/future contract. Although released during final cuts, the team added him to the practice squad. He earned a promotion to the active roster in November but was later released and re-signed to the practice squad.

In 2013, McFadden joined the Oakland Raiders’ practice squad. He moved to the St. Louis Rams in 2014, earning a spot on the active roster in October. He remained with the team until September 2015, when he was released during final cuts.

Now, McFadden is finding success in NASCAR as Chastain continues to climb the ranks.

Related

MARIETTA, Ga., June 11, 2025 (GLOBE NEWSWIRE) — Yamaha Motor Corp., USA, awarded more than $387,000 in grants through its Yamaha Outdoor Access Initiative (OAI) in the first quarter of 2025, supporting efforts to protect and improve off-highway vehicle (OHV) opportunities across the country, with a particular focus on large-scale projects in Oregon and Georgia.

“Yamaha continues to support a range of projects that address challenges to outdoor recreation, and we’re eager to partner with those who share our passion for building and protecting access to the spaces we all enjoy,” said Steve Nessl, Yamaha Motorsports marketing director. “It’s gratifying to see these collaborative efforts evolve into large-scale projects that help make outdoor recreation accessible to everyone.”

This quarter’s Yamaha OAI grants supported 12 projects, including major investments in OHV riding areas and trail systems in Oregon:

• The Great Outdoors Fund (supported by Florence Motorsports) was awarded funding for Phase Two of an OHV educational signage project across the Oregon Dunes National Recreation Area, promoting messages of safety, stewardship, regulations, and recreation opportunities.
• The Rogue Valley SxS Club (supported by Waterworld Boat and Powersport) will use its grant to support trail clearing and maintenance on the 270-mile Prospect OHV trail system, with a focus on removing downed trees to keep riders on designated trails.
• OHV Construction and Conservation (supported by Power Motorsports) will develop a loop trail around the outer edge of the Tillamook State Forest OHV area. The “Tour of the Tillamook Powered by Yamaha” project encompasses 49 trails, comprising 17 double-track, 13 4×4, and 19 single-track routes, and includes trail development, restoration, maintenance, tree removal, and trail signage.

In Georgia, the Georgia Recreational Trail Riders Association (supported by Cycle Specialty) will use its grant to maintain more than six motorized trails and riding areas throughout the state. Work will include bridge repair, culvert installation, and signage.

Yamaha OAI grant funds also will protect California’s historic Perris Raceway (supported by Langston Motorsports) and continue supporting the All Kids Bike program, which teaches kindergarteners nationwide to ride bicycles as part of their physical education curriculum.

Additionally, Yamaha OAI provided grants to the following organizations in Q1 2025:

• Burbank Police Department
• Everything Outdoor Fest – D2 Powersports (Spartanburg, SC)
• Ft. Riley Directorate of Family, Morale, Welfare and Recreation – Brooks Yamaha Inc. (Manhattan, KS)
• Stewards of the Sierra National Forest Inc – Clawson Motorsports (Fresno, CA)
• Truckee Dirt Riders – Michael’s Reno Powersports (Reno, NV)

The Yamaha OAI continues to accept grant applications on a quarterly basis, providing timely resources to address urgent access issues and land rehabilitation efforts. While project types vary, Yamaha OAI prioritizes initiatives that promote safe and responsible OHV use, perform essential trail and land maintenance, and protect, restore, and expand sustainable access to public lands.

The application deadline for the second quarter of 2025 is June 30. Yamaha invites public land managers, riding clubs, and stewardship organizations to apply. Submission guidelines and applications are available at YamahaOAI.com.

Follow Yamaha Outdoors on social media @YamahaOutdoors and tag your adventures with #Yamaha, #YamahaOAI, #REALizeYourAdventure, #ProvenOffRoad, and #AssembledInUSA.

About the Yamaha Outdoor Access InitiativeSince 2008, the Yamaha Outdoor Access Initiative has led the powersports industry in supporting responsible access to our nation’s public lands for outdoor enthusiasts. With more than $6 million contributed to over 470 projects across the country, Yamaha has directly and indirectly supported thousands of miles of motorized recreation trails, maintained and rehabilitated riding and hunting areas, improved staging areas, supplied organizations with essential OHV safety education, built bridges over fish-bearing streams, helped children learn to ride bicycles, and partnered with local outdoor enthusiast communities across the country to improve access to public lands. Each quarter, Yamaha accepts applications from nonprofit or tax-exempt organizations including OHV riding and cycling clubs and associations, national, state and local public land-use agencies, outdoor enthusiast associations, and land conservation groups with an interest in protecting, improving, expanding, and/or maintaining access for safe, responsible, and sustainable public use.

For updated guidelines, the application form, and the latest Outdoor Access Initiative news, please visit YamahaOAI.com. If you have specific inquiries about the Yamaha Outdoor Access Initiative, you can reach the dedicated hotline at 1-877-OHV-TRAIL (877-648-8724), email OHVAccess@Yamaha-Motor.com, or send correspondence to:

Yamaha Outdoor Access Initiative

3065 Chastain Meadows Parkway, Bldg. 100

Marietta, GA 30066

About Yamaha Motor Corporation, USA

Yamaha Motor Corp., USA (YMUS), is a recognized leader in the outdoor recreation industry. The company’s ever-expanding product offerings include Motorcycles and Scooters, ATV and Side-by-Side vehicles, Snowmobiles, Personal Watercraft, Boats, Outboard Motors, Outdoor Power Equipment, Power Assist Bicycles, Golf Cars [sold, serviced, and distributed by Yamaha Golf-Car Company], Power Assist Wheelchair Systems, Surface Mount Technology and Robotic Machines, Unmanned Helicopters, Accessories, Apparel, Yamalube products, and much more. YMUS products are sold through a nationwide network of distributors and dealers in the United States.

YMUS has a corporate office in California, three corporate offices in Georgia, as well as facilities in Wisconsin, Alabama, and Florida. YMUS subsidiaries Yamaha Motor Manufacturing Corporation of America (YMMC), based in Georgia, and Yamaha Jet Boat Manufacturing USA (YJBM) based in Tennessee, each assemble and manufacture selected Yamaha brand products. YMUS owns Skeeter Boats [Texas] with its division G3 Boats [Missouri]. Additional U.S.-based subsidiaries include Yamaha Marine Systems Company, Inc. (YMSC) with subsidiary Siren Marine [Rhode Island] and divisions Bennett Marine [Florida], Yamaha Marine Rotational Molders [Wisconsin] and Yamaha Precision Propeller Inc. [Indiana].

Yamaha Motor Finance Corporation, USA (Yamaha Financial Services), an affiliate of YMUS, offers financing solutions to support Yamaha Dealers and loyal Yamaha Customers nationwide. Yamaha Financial Services provides retail and commercial financing for the diverse line of Yamaha brand motor products based out of Cypress, CA and Marietta, GA.

MEDIA CONTACT:

Scott Newby

Yamaha Motor Corp., USA

770-420-6078

Scott_Newby@Yamaha-Motor.com

Photos accompanying this announcement are available at

https://www.globenewswire.com/NewsRoom/AttachmentNg/4a5a031e-0445-4620-93d1-4b183925a37a

https://www.globenewswire.com/NewsRoom/AttachmentNg/8e04c388-3711-4343-aeb3-21939404e92d

Yamaha Outdoor Access Initiative Awards More Than $387,000 in Q1

Yamaha OAI grant funds also will protect California’s historic Perris Raceway (supported by Langston Motorsports) and continue supporting the All Kids Bike program, which teaches kindergarteners nationwide to ride bicycles as part of their physical education curriculum.

Yamaha Outdoor Access Initiative Awards More Than $387,000 in Q1

The Yamaha OAI continues to accept grant applications on a quarterly basis, providing timely resources to address urgent access issues and land rehabilitation efforts. While project types vary, Yamaha OAI prioritizes initiatives that promote safe and responsible OHV use, perform essential trail and land maintenance, and protect, restore, and expand sustainable access to public lands.