Spomotion Analytics Motorsport

We analyze #Formula1, #IndyRacingLeague, #FIAFormulaE and #NASCAR partners and sponsors. We share exciting data and news related to the partnership networks.

[Spomotion Analytics Motorsport @SpomotionA]

@VARmotorsport @Formula2 @Formula3 What at F3 sprint, a huge Congratulations to the van Amersfoort Team and especially to Fritz.

[Spomotion Analytics Motorsport @SpomotionA]

The number of U.S.-based partners in Formula 1 has nearly tripled since 2018.
In 2022, the number of European partners declined, largely driven by the energy crisis and economic uncertainty following Russia’s invasion of Ukraine. At the time, it appeared likely that the USA would overtake Europe as the largest source of Formula 1 partners by 2024.
👉 However, Europe rebounded strongly after 2024. As the graph illustrates, the gap between European and U.S. partners has remained remarkably stable over the past few years, despite the continued growth of American involvement in the sport.

The trend highlights two important developments: Formula 1’s increasing commercial appeal in the United States and Europe’s continued position as the sport’s strongest partnership market. Together, these two regions now account for the vast majority of Formula 1 team partners.
Spomotion Analytics Formula 1 reports can be found here:
https://t.co/UsSwL1Ds09

[Spomotion Analytics Motorsport @SpomotionA]

What are the key differences between the McLaren Mastercard Formula 1 Team partnership network and the BWT Alpine Formula 1 Team partnership network in 2026?
The difference is not primarily in the number of partners, even though BWT Alpine still maintains one of the larger partnership networks in Formula 1 in terms of partner count.
👉 The most significant difference lies, according to Spomotion Analytics, in the size and scale of the companies involved.
McLaren Mastercard has built one of the strongest and largest commercial ecosystems in Formula 1, with partners generating significantly higher combined revenue and employing considerably larger workforces.
BWT Alpine experienced an important shift when Microsoft, one of the largest companies in the partnership network, moved to the Mercedes-AMG Petronas Formula 1 Team. This reduced the overall scale of Alpine’s commercial portfolio.
In fact, BWT Alpine has several comparatively small companies in terms of revenue across its partnership network. The presence of younger and emerging businesses is strategically interesting, but compared to McLaren Mastercard, the average company size remains substantially smaller.
Examples include companies such as M-Experiment, Viagogo, HMN24, and Mission, which are relatively young or smaller-scale businesses compared to many of the companies found within the McLaren Mastercard network.
That said, Alpine is actively rebuilding and strengthening its partnership ecosystem. A strong example is the signing of Gucci, a partnership expected to bring substantial commercial value and elevate the profile of the Alpine network in the coming years.
#F1 #Formula1 #McLarenF1 #AlpineF1 #Gucci

[Spomotion Analytics Motorsport @SpomotionA]

@ZBrownCEO Such a warm and respectful Champions meeting.

[Felix Rosenqvist @FRosenqvist]

INDY 500 WINNERS!!!! 🏁🏆

[NTT INDYCAR SERIES @IndyCar]

ALL THE WAY FROM VÄRNAMO, SWEDEN!

Felix Rosenqvist wins the 110th Running of the Indianapolis 500! 👏

[Spomotion Analytics Motorsport @SpomotionA]

We have seen the Mag7 Tech giants, Nvidia, Alphabet, Microsoft, Meta, Amazon, Tesla, and Apple present amazing Q12026 results.
Nvidia reported a Q1 where revenue rose 85% to US$81.62bn from US$44.01bn. Incredible.
But how are these unicorns involved in sports?
Together, these companies account for more than 30% of the S&P 500.
In football, Arsenal F.C. recently, April, announced a global partnership with Meta, bringing WhatsApp and Facebook into its commercial network. Notably, this marks Meta’s first major partnership in European football.
Formula 1 has successfully attracted several of the Mag7 brands.
One notable exception has been Nvidia, and Tesla of course.
For this analysis, I have also included CoreWeave and Arm Holdings, given their close strategic alignment with Nvidia — even though they are not directly controlled by it.
I have also included Apple and AppleTV in the Fortmula 1 category, even though it is a TV broadcasting deal.
#F1 #Formula1 #PremierLeague #Ligue1 #SerieA #Bundesliga #FormulaE

[Spomotion Analytics Motorsport @SpomotionA]

Since my last crypto update, one brand that has entered the sports partnership and sponsorship market at full strength is WhiteBIT.
In June 2025, WhiteBIT became the official sleeve partner and cryptocurrency exchange partner of Serie A club Juventus. WhiteBIT, positioning itself as “Europe’s largest cryptocurrency exchange platform by traffic,” did not stop there.
On April 24, 2026, WhiteBIT was announced as the “Official Cryptocurrency Exchange Partner” of FC Barcelona in La Liga. The agreement is a five-year partnership running through 2030.
WhiteBit have also launched a UK Platform.  
WhiteBIT is founded by Volodymyr Nosov, serving as the CEO. He was born in Kharkiv, Ukraine 🇺🇦.
Beyond the crypto industry, Nosov is also actively involved in sports as chairman of FC Metalist 1925, a football club based in Kharkiv.
WhiteBIT is also an official partner of the Ukrainian national football team.
But a great story, from Metalist Stadium in Kharkiv to Juventus Stadium in Turin and Camp Nou in Barcelona 💪
#F1 #LaLiga #SerieA #PremierLeague #Ligue1 #Bundesliga

[Spomotion Analytics Motorsport @SpomotionA]

Canada 🇨🇦 have six companies in Formula 1 2026. Interesting is that two of the companies are linked to mining and energy. BWT Alpine F1 Team partner AtkinsRéalis operates in infrastructure and energy and is also specialized in nuclear projects. The company is currently involved in the construction of Hinkley Point C, a 3.2 GW nuclear power station under development in Somerset, England. Aston Martin Aramco Formula One Team partner NexGen Energy is one of the most unique companies in the Formula 1 partnership network. The company is developing Rook I, the largest development-stage uranium project in Canada. Notably, despite its prominent Formula 1 partnership, the company currently generates no revenue.

[Spomotion Analytics Motorsport @SpomotionA]

First of all, it is great to see Intel return to Formula 1. It has been 17 years since Intel was last involved in the sport through the BMW Sauber partnership.
Intel is the latest US Tech giant to join the Formula 1 and McLaren Mastercard partnership network.
Intel joining the McLaren Mastercard partnership network — as well as the IndyCar team — for 2026 is further proof of the McLaren commercial concept and platform.
More than 36% of McLaren’s partners are technology companies — the highest share in Formula 1 history.
McLaren’s technology partnership ecosystem is for sure one of the most impressive commercial achievements in modern Formula 1.
The Spomotion Analytics Formula 1 reports available on;
https://t.co/UsSwL1DZPH
#F1 #Formula1 #McLaren #McLarenRacing #Intel #Tech #Sportsbusiness

[Spomotion Analytics Motorsport @SpomotionA]

Comparing the Stake F1 Team Kick Sauber partnership network 2025 and the Audi Revolut F1 team partnership network 2026 we find significant differences.
👉 8 partners transitioned from Stake F1 Team Kick Sauber to Audi Revolut F1
👉 28 partners did not continue with Audi.
👉 18 new partners have joined the team.
There is a significant difference in the size of the partners, as illustrated in the figure above.
👉 The average size (revenue) of a Stake F1 Team Kick Sauber partner was $12.3 billion
👉 The average size (revenue) of an Audi Revolut F1 Team partner is $32.2 billion.
The Audi Revolut F1 Full Report soon available on;
https://t.co/UsSwL1Ds09
#F1 #Formula1 #Audi #AudiF1

[Spomotion Analytics Motorsport @SpomotionA]

Most Formula 1 teams have Consumer as their largest business sector among sponsors and partners. An exception is the McLaren Formula 1 Team partnership network, where the Tech sector is as large as the Consumer sector.
But how does the sector allocation of the Audi Formula 1 Project / Revolut F1 Team compare?
Looking at the number of sponsors and partners, 38.5% operate in the Consumer sector, making it the team’s largest category. Tech is the second-largest sector at 19.2%.
When a global automotive giant such as Volkswagen Group enters Formula 1, one assumption could be that it would attract more automotive-related companies connected to the group into the sport.
However, this has not materialized.
In fact, the Automotive sector represents only 7.7% of partners.
28 of Sauber’s previous partners did not transition to the Audi Revolut Formula 1 project.
The Spomotion Analytics Audi Revolut F1 Report is coming soon.
Until then, explore our latest Formula 1 reports here:
https://t.co/UsSwL1Ds09
#F1 #AudiF1

[Spomotion Analytics Motorsport @SpomotionA]

Q1 2026 was the strongest first quarter on record for Liberty Media Formula 1 by total revenue.
However, Q1 revenue is highly dependent on race count.
Q1 2026 was only the second first quarter with three races (after Q1 2024), compared with two races in Q1 2025.
In Q1 2020, no races were held due to the COVID-19 pandemic.
Spomotion Analytics Formula 1 Partnership Reports:
https://t.co/UsSwL1Ds09

[Spomotion Analytics Motorsport @SpomotionA]

The Mercedes-AMG Petronas Formula One Team has one of the strongest partnership networks in Formula 1.
While the team may not have the largest number of partners, the overall quality and profile of its partnership portfolio stand out.
One clear indicator of this strength is the high proportion of publicly listed companies within its partner network.
Nearly 86% of Mercedes-AMG Petronas partners are publicly traded companies.
Among these partners is Nasdaq, and notably, 37% of the listed partner companies are traded on the Nasdaq exchange.

For more information on partnerships and sponsorships in Formula 1, visit:
https://t.co/UsSwL1Ds09

[Spomotion Analytics Motorsport @SpomotionA]

At the team level, McLaren Mastercard leads all Formula 1 teams in the number of U.S.-based partners. Atlassian Williams ranks second, while newcomer Cadillac F1 currently has the fewest U.S. partners as it builds its commercial platform. Audi Revolut F1, another 2026 entrant, remains in an early phase of partnership development.
Among individual companies, the largest U.S. brands represented in Formula 1 in 2026 include Amazon, Google (Alphabet), and Berkshire Hathaway (Duracell).
Technology companies account for more than 46% of all U.S.-based partners in Formula 1, while consumer-focused companies represent a further 24,8 %.
For more information on partnerships and sponsorships in Formula 1, visit:
https://t.co/UsSwL1Ds09

[Spomotion Analytics Motorsport @SpomotionA]

The McLaren Formula 1 Team has the highest number of U.S.-based partners.

A notable shift in this chart is that Atlassian Williams now ranks second for the number of U.S. partners.

For more information on partnerships and sponsorships in Formula 1, visit:

https://t.co/UsSwL1Ds09

[Spomotion Analytics Motorsport @SpomotionA]

Analyzing partnership networks in Formula 1 highlights the scale of the commercial ecosystem surrounding a single Formula 1 team.

Scuderia Ferrari HP’s partners collectively employ nearly 1.7 million people and generate total revenues of approximately $790 billion.

The full report is available here:
https://t.co/e93JFqrj2N

[Spomotion Analytics Motorsport @SpomotionA]

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[Spomotion Analytics Motorsport @SpomotionA]

The updated Spomotion Analytics Scuderia Ferrari HP Partnership Network Report 2025-2026 is available for download:

https://t.co/SvR5kZ4rBB