F1 Generates US$665 Million in Sponsor Media Value in First Half of 2025

Why it matters: F1's sponsorship value is soaring, primarily driven by high engagement on social media platforms.

The big picture: Formula One secured a staggering US$665 million in sponsor media value during the first half of the 2025 season. This data, from a Relo Metrics study, highlights the immense commercial appeal and growing digital footprint of the sport.

Key findings:

• Social media accounts for over 63% of total brand value, despite traditional broadcasts having nearly 88% of brand exposures. This emphasizes that visibility doesn't always equal ROI, and engagement is key.
• TikTok delivers the best per-post performance, averaging US$45,200 in value. Instagram leads overall, generating US$314.7 million.
• The Monaco Grand Prix proved the most valuable circuit for sponsorship due to its tight layout enhancing brand signage prominence. The Miami Grand Prix also delivered a strong single-day value, boosted by activations like the Lego cars, which generated US$14 million.

Team and Partner Performance:

• Ferrari led all teams in social media value for partners, estimated at US$73.8 million, followed by McLaren (US$62.8 million), Red Bull (US$51 million), and Mercedes (US$39.6 million).
• Ferrari's title partnership with HP generated US$26.6 million, significantly outperforming Red Bull with Oracle (US$15.2 million) and Mercedes with Petronas (US$12.9 million).
• Overall, title partners across F1 earned US$89 million, with social media contributing US$74 million (83%).

What's next: F1's continued growth on social media is so substantial that it's projected to generate more sponsor media value across the entire 2025 season than the National Basketball Association (NBA).