How Creative Activations Are Redefining Formula 1 Sponsorship
- BayLeigh Routt
- Aug 25
- 4 min read
The first half of the 2025 Formula 1 season has been nothing short of spectacular. On the track, McLaren’s Lando Norris and Oscar Piastri are locked in a thrilling fight for the Driver’s Championship. But behind the scenes, the business of Formula 1 is evolving just as dramatically. Sponsorships, media rights, and fan engagement are reshaping what it means to be part of the world’s fastest-growing sport.
Relo Metric’s 2025 F1 Brand Report Mid-Season reveals a sport that’s no longer just about speed and engineering—it’s about culture, creativity, and global influence.
From Logos to Experiences: The Shift in Sponsorship
Gone are the days when sponsorship meant nothing more than slapping a logo on a car. Today, Formula 1 partnerships are about creating experiences that resonate with fans and live beyond the track.
The standout example came in Miami, where LEGO introduced a full-scale LEGO car during the Driver’s Parade. This playful activation generated over $14 million in sponsor media value in just 24 hours. More importantly, it proved that fans want more than passive branding—they crave moments that are fun, shareable, and culturally relevant.
This shift represents Formula 1’s broader commercial strategy: moving away from background exposure and toward storytelling with impact.
Apple’s High-Stakes Entry
The report also highlights Apple’s growing role in Formula 1. Their upcoming production, F1: The Movie, starring Brad Pitt, is more than entertainment—it’s a strategic positioning of Formula 1 at the intersection of sport, technology, and Hollywood.
But Apple isn’t stopping there. The tech giant is reportedly exploring a bid for Formula 1’s U.S. media rights, which would mark a seismic shift in how American fans consume the sport. Netflix’s Drive to Survive made F1 accessible to new audiences. Apple’s streaming power could take that momentum and push it into an entirely new growth phase, bringing fresh sponsorship opportunities along with it.
Social Media Is F1’s Engine of Growth
Broadcast still delivers the bulk of exposures (nearly 88%), but the real value comes from social media. The first half of the season saw:
11B social engagements tied to brand value.
$417M in sponsor media value generated through social platforms (63% of overall value)
TikTok leading in per-post value at $45.2K per post, far outpacing Instagram ($15.2K) and YouTube ($9.1K)
Race highlights were especially impactful—YouTube uploads of the Chinese GP and Bahrain GP earned $289K and $274K in value, proving the appetite for bite-sized, shareable content is only growing.
Why Track Design Matters for Brands
Not all races are created equal when it comes to visibility. The analysis shows that Monaco’s unique layout made it the most valuable race for partners in the first half of 2025. Here’s why:
More laps (78) and slower speeds increased camera time on signage.
Street circuit barriers and banners sat closer to both cars and cameras.
As a result, signage exposures at Monaco were significantly higher than at circuits like Emilia-Romagna or Bahrain.
Miami also ranked highly thanks to its urban layout and high-profile activations, further proving that street circuits create the best conditions for sponsor visibility.
Teams Leading the Conversation
On social media, the “Big Four” teams still dominate, but the rankings tell an interesting story:
Ferrari led the field with $73.8M in media value—despite not winning a race this season.
McLaren followed closely with $62.8M, boosted by both on-track results and highly engaged fans.
Red Bull ($51M) and Mercedes ($39.6M) rounded out the top four.
Perhaps the most surprising insight? McLaren remains the only top team without a naming rights partner. With their success both on and off the track, this gap represents one of the largest commercial opportunities in the sport today.
Naming Rights & Tech Sponsorships
Naming rights have already delivered $89M in sponsor media value, with a remarkable 83% of that coming from social media. This underlines just how critical digital storytelling has become for sponsors.
Meanwhile, technology brands are the undisputed leaders in Formula 1 sponsorship, collectively generating more than $120M so far this season. The synergy between Formula 1’s tech-driven identity and global tech companies makes this a natural and high-performing partnership sector.
Formula 1 vs. U.S. Sports
In terms of digital engagement, Formula 1 isn’t just keeping pace with U.S. sports leagues—it’s surpassing many of them. Already ahead of MLB, NFL, and NHL, Formula 1 is now challenging the NBA for social media dominance.
$665M total sponsor media value
300B social impressions with brand value
2.5M brand exposures
11B social engagements
400+ brands with exposure value
110+ brands earned at least $1M
With a forecasted $967M in sponsor media value for the full 2025 season, F1 is proving itself not just as a motorsport, but as a global entertainment platform.
Final Thoughts
The first half of 2025 has shown that Formula 1 is more than a racing series—it’s a cultural powerhouse and commercial juggernaut. From LEGO’s playful activations to Apple’s Hollywood ambitions, Formula 1 is becoming a case study in how sports can blend competition, creativity, and commerce. If this is what the mid-season looks like, the second half of 2025 may redefine not just Formula 1, but the future of global sports sponsorship altogether.
