F1 sponsorship revenue projected to surpass $3 billion in 2026

Formula 1's commercial ecosystem is booming, with total sponsorship revenue across the series and its teams forecast to exceed $3 billion in 2026—a potential 15% year-on-year increase driven by aggressive spending from technology and AI companies. The tech sector alone now accounts for over $565 million in annual spend, solidifying its position as the sport's dominant commercial force.

Why it matters:

This explosive growth underscores F1's evolution into a premier global marketing platform, attracting deep-pocketed sponsors from high-growth industries. The surge, particularly from U.S.-based and technology firms, validates the sport's strategic expansion into new markets and its alignment with cutting-edge sectors, providing teams with unprecedented financial firepower for competition.

The details:

• Technology Sector Dominance: Tech companies are spending over $565 million, led by major deals from Hewlett Packard Enterprise and Oracle. This spending extends the sector's lead over traditional heavyweights like financial services.
• AI Partnership Boom: Artificial intelligence has rapidly emerged as a new sponsorship category, with eight major deals signed in just the last six months. Notable examples include Meta AI with Mercedes and Anthropic with Williams.
• Title Sponsorship Value: The most valuable single asset remains a team's title sponsorship, with total spend in this category expected to surpass $500 million this season. Mastercard's new deal with McLaren is reportedly worth around $100 million annually.
• Apparel & U.S. Growth: Sports apparel brands like Puma and Adidas have increased spending by 75% over two years, signing recent deals with McLaren and Audi worth a combined $140 million. Meanwhile, sponsorship from U.S.-based companies has jumped 68% since 2023.

What's next:

The momentum shows no signs of slowing. Ampere Analysis links the projected 2026 revenue milestone to both new constructor entries, like Audi, and a strong pipeline of ongoing partnerships. As F1 continues its strategic push in key markets like the United States and aligns itself with forward-looking industries like AI, the sport is reinforcing its status as a mature and highly effective global sponsorship platform, setting the stage for continued commercial success into the new regulatory era of 2026 and beyond.