Motorsport sponsorship is a major commercial engine for Formula 1 and MotoGP, but the business looks different across championships. Formula 1 sponsorship represented 21.7% of total revenue in 2025, while MotoGP sponsorship represented 12.7% of total revenue. The figures below cover revenue, audience scale, partnership growth, fan response, activation, and selected long-term deals, with measurement periods kept explicit.
Contents
- Formula 1 sponsorship revenue
- MotoGP sponsorship revenue
- Formula 1 partnership growth
- Fan response and purchase consideration
- Reach and activation performance
- Long-term sponsorship examples
Formula 1 sponsorship revenue
Formula 1’s sponsorship share of revenue increased across the three years reported by Liberty Media. Sponsorship represented 18.0% of total Formula 1 revenue in 2023, 18.6% in 2024, and 21.7% in 2025. These are reported percentages, not independently calculated estimates.
The same 2025 filing reported Formula 1 primary revenue of $3,086 million and total motorsport revenue of $3,873 million. Primary revenue was $2,757 million in 2024. The championship comprised 24 Events in both 2024 and 2025.
| Formula 1 measure | 2023 | 2024 | 2025 |
|---|---|---|---|
| Sponsorship share of total revenue | 18.0% | 18.6% | 21.7% |
| Primary revenue | — | $2,757 million | $3,086 million |
| Championship Events | — | 24 | 24 |
Source: LIBERTY MEDIA CORPORATION—December 31, 2025 ([s1]). Revenue figures are reported in U.S. dollars in millions where stated by the filing.
Contract duration also helps explain why sponsorship revenue is not simply a one-race transaction. Formula 1 advertiser and sponsor contracts typically run for three to five years. Race-promotion contracts typically have initial terms of three to seven years. Those periods describe typical contract structures in the 2025 filing, rather than the value of any individual agreement.
MotoGP sponsorship revenue
MotoGP had a smaller sponsorship share of revenue than Formula 1 in the reported comparison. Sponsorship represented 13.3% of total MotoGP revenue in 2024 and 12.7% in 2025.
Liberty Media presented pro-forma MotoGP figures for illustrative comparison after its 2025 acquisition. Pro-forma primary MotoGP revenue was $435 million in 2024 and $502 million in 2025. Pro-forma total MotoGP revenue was $503 million in 2024 and $573 million in 2025. These are not reported consolidated Liberty results for the full year.
| MotoGP measure | 2024 | 2025 |
|---|---|---|
| Sponsorship share of total revenue | 13.3% | 12.7% |
| Pro-forma primary revenue | $435 million | $502 million |
| Pro-forma total revenue | $503 million | $573 million |
| Championship Events | 20 | 22 |
The MotoGP Championship comprised 20 Events in 2024 and 22 Events in 2025. MotoGP advertiser and sponsor contracts typically run for one to five years, while race-promotion contracts typically have initial terms of five to ten years. As with Formula 1, these are typical terms, not disclosed prices.
Source: LIBERTY MEDIA CORPORATION—December 31, 2025 ([s1]). The MotoGP comparisons are pro-forma figures prepared for illustrative comparison after the 2025 acquisition.
Formula 1 partnership growth
Formula 1 reported 12 partnerships in 2020 and 27 partnerships in its first-half 2025 review. The review also said that five new global companies joined the partner portfolio in the first half of 2025. The portfolio count and new-company figure come from different reporting descriptions, so they should be read as reported counts rather than a reconstructed year-by-year series.
The 2025 partnership examples show several ways a sponsorship can be structured. LVMH became a Formula 1 Global Partner in a 10-year deal beginning in 2025, while PepsiCo’s Official Partnership runs through 2030 and covers three named brands: Sting Energy, Gatorade, and Doritos. The LVMH partnership named three core partner brands: TAG Heuer, Louis Vuitton, and Moët Hennessy.
F1 ACADEMY’s 2025 review listed five new or expanded Official Partners: TAG Heuer, TeamViewer, More than Equal, Wella Company, and Gatorade. Gordon Ramsay’s Formula 1 partnership covered culinary experiences across 10 Grands Prix in 2025. Formula 1’s global fanbase reached 827 million in the first-half 2025 review.
Source: Formula 1 2025 season— a half year review ([s2]). The review also identified Sting Energy, Gatorade, and Doritos as the three branded components of the PepsiCo partnership.
Fan response and purchase consideration
Formula 1’s 2025 global fan survey measured attitudes among self-identified, highly engaged respondents. It should not be generalized to all motorsport audiences. Within that surveyed group, 76% said sponsors enhance the F1 experience, and 33% said they were more likely to purchase from F1 partners.
The purchase-consideration figure was higher among Gen Z respondents: 40% said they were more likely to purchase from F1 partners. Other survey results describe a highly involved audience. Ninety-four percent planned to follow Formula 1 five years later, 61% engaged with Formula 1 content daily, and 90% said they were emotionally invested in race outcomes.
The survey also included indicators relevant to audience development. Twenty-three percent said they followed F1 ACADEMY, while 42% of surveyed female fans said they already followed F1 ACADEMY. Among surveyed Gen Z respondents in the United States, 70% engaged with F1 content daily. Separately, 73% of U.S. respondents planned to attend a Formula 1 race in the future.
Source: F1 and Motorsport Network unveil 2025 Global Fan Survey ([s3]). These percentages describe the survey sample and its stated respondent groups.
Reach and activation performance
Formula 1 reported a cumulative TV audience of 1.5 billion viewers for its Grands Prix in 2024. The same 2024 announcement reported 750 million global fans and 96 million social-media followers. These measures describe different audience concepts and should not be added together.
Crypto.com had more than 100 million global users when its Formula 1 partnership was renewed in December 2024. The company was title partner of one Formula 1 race, the Miami Grand Prix, from its inaugural 2022 edition through the 2024 period described in the announcement.
Activation scale can be physical as well as digital. The 2025 Miami Drivers’ Parade used 10 life-sized LEGO F1 cars. Each car used nearly 400,000 LEGO bricks and weighed 1,000 kilograms. The activation was built by 26 designers, engineers, and LEGO builders and required more than 22,000 hours in the LEGO Group’s Kladno factory.
Source: Crypto.com and Formula 1 extend partnership through to 2030 ([s4]) and Formula 1 2025 season— a half year review ([s2]). The audience figures are 2024 measures; the LEGO activation figures are from 2025.
Long-term sponsorship examples
Several announcements illustrate how motorsport partnerships combine duration, naming rights, logistics, hospitality, and team relationships. Gulf Air’s renewed Bahrain Grand Prix title-partner term covers three calendar years, from 2025 through 2027 inclusive. By 2025, Gulf Air had held the Bahrain Grand Prix title-partner role for 21 years, covering the 2004–2025 period described by Formula 1.
DHL marked its 20th anniversary as Formula 1’s Official Logistics Partner in 2024. During the 2023 European leg, Formula 1 reported an average 83% reduction in logistics-related emissions from DHL biofuel-powered trucks. DHL’s biofuel-powered Formula 1 truck fleet was set to more than double to 37 trucks in 2024.
Lenovo’s renewed Formula 1 partnership made it title sponsor of two races per season from 2025. DO & CO’s Formula 1 Paddock Club supplier extension covers the next 10 years from its 2024 announcement, or the announced 2024–2034 term. Formula 1’s Paddock Club welcomed more than 150,000 guests in the 2024 season reported in December 2024.
At team and series level, Williams described Atlassian as its biggest partnership deal in the team’s 48-year history in its 2025 announcement. IMSA announced multi-year extensions with three Official Partners in 2024: CrowdStrike, Skip Barber Racing School, and TSM-Model.
The announcements disclose terms, roles, audience measures, or activation results, but generally do not disclose contract dollar values. No undisclosed sponsorship values are inferred here.
Sources: Gulf Air renews as Title Partner for the Bahrain Grand Prix until 2027 ([s5]); Formula 1 and DHL build on 20-year partnership in expanded multi-year renewal ([s11]); Lenovo becomes Global Partner of Formula 1 in renewed deal ([s6]); DO & CO to continue as Official Supplier to the F1 Paddock Club in 10-year extension ([s7]); Williams announce new title partnership ahead of 2025 F1 season ([s8]); and IMSA Extends Partnerships with CrowdStrike, Skip Barber Racing School and TSM-Model ([s9]).