The Most premium Global Sports Platform
Formula 1 is the world's largest annual global sports platform, providing partners with unrivalled reach, frequency and storytelling opportunities through a combination of global broadcast and events held in iconic locations all year round.
750M
Fans Globally
1.6BN
Cumulative Viewers
71M+
Avg viewers per Grand Prix
170+
Broadcast Territories
24
Races
20
Countries
Formula One’s Strategic Value
Why Brands Are Investing in F1
F1 spans 170+ territories, giving brands consistent worldwide exposure across major markets.
Year-round content across social and streaming platforms drives continuous visibility.
Strong concentration of high-income consumers and senior decision-makers.
Rising share of fans are under 35, driven by digital content and Drive to Survive.
F1 now influences fashion, music, gaming, and luxury lifestyle beyond sport.
Premium hospitality and paddock access enable elite business connections.
Formula 1 partnerships unlock year-round premium content opportunities.
Now is the time to get involved
The F1 Opportunity Is Growing
The F1 fanbase is younger, more diverse, and more global than at any point in the sport's history. Millennials make up 39% of the audience, Gen Z is the fastest growing segment, and the female demographic is driving the majority of new fan growth.
50M+ new fans since 2021
Formula 1 has added more than 50 million new fans globally since 2021, reflecting the sport’s rapid international growth and expanding mainstream appeal.
6.5M annual Grand Prix attendance
More than 6.5 million fans attend Formula 1 races annually, highlighting the sport’s growing live-event demand and global fan engagement.
$6M+ avg. media value per GP
Title partners of leading Formula 1 teams generate an average of more than $6 million in media value per Grand Prix through global broadcast exposure, digital reach, and social amplification.
1 in 4 new fans from Drive to Survive
Netflix’s Drive to Survive has played a major role in Formula 1’s audience growth, with one in four new fans citing the series as their introduction to the sport.
Team Partnerships
Branding and commercial rights directly with F1 teams.
Driver Partnerships
Ambassador relationships and personality-led campaigns.
Race-Specific Activations
Target individual Grand Prix events or key markets.
Client Entertainment
Premium hospitality for customers, partners and executives.
Content Collaborations
Social-first storytelling and branded content production.
Innovation Partnerships
Align with engineering, AI, sustainability or performance narratives.
F1 Team Partnership Assets
*Assets are indicative and vary by team. ETSG will confirm exact scope at proposal stage.
Branding Assets
Your brand in the most visible environments in global motorsport. Car livery / Driver overalls / Team apparel / Garage branding / Pit wall / Team transporters / Digital team assets
Commercial Rights
The right to use the partnership across your marketing in every channel. Global marketing rights / Digital campaign rights / Social media usage / Content licensing / PR & announcement support / Event activation rights
Content & Storytelling
Turn the partnership into a season-long content engine. Behind-the-scenes access / Driver-led campaigns / Product integration / Social-first content / Event coverage / Executive interviews / Innovation storytelling / Employee engagement / Customer experiences
Hospitality & Relationship Building
F1 is as commercially powerful off-track as it is on it. Paddock Club access / Pit lane & garage tours / Driver appearances / Executive networking / Private dinners & events
The ETSG Approach
ONE
Understand Objectives
Define your audience priorities, geographic focus, brand positioning goals, and partnership ambitions.
TWO
Identify Strategic Options
Shortlist the right teams, drivers, races, and activation structures based on audience fit, values alignment, and commercial potential.
THREE
Progress to Formal Engagement
We support introductions, partnership discussions, commercial structuring, and negotiations with rights holders.
Investment Considerations
F1 team partnerships are significant strategic investments.
Entry points vary depending on the team, the rights package, and the scope of activation, from race-specific branding through to full-season title partnerships. Early alignment on ambition and budget helps us identify the right opportunity faster.
Variable Entry Points
Investment levels differ across team, driver, hospitality, and regional or global activation rights.
Activation Matters
The most successful partnerships maximise value through content, campaigns, hospitality, and integrated marketing.
Long-Term Value
Sustained activation over multiple seasons drives the strongest commercial and brand returns.