As the 2025 Formula 1 season kicks off, the sport’s sponsorship landscape is reaching new heights. Teams generated $2.04 billion in sponsorship revenue in 2024, with tech leading the pack and sponsorships going far beyond the track. This year is poised to be strong as well with new deals signed.

New deals for 2025:

Atlassian x Atlassian Williams Racing Formula 1 Team

The agreement with the software company names Atlassian as the Exclusive Title Sponsor of the team and also as its official technology and software partner, supporting the implementation of project management solutions. In 2024, the median deal size for agreements featuring an “Exclusive Title Sponsor” was $28.2 million.

Santander Bank x Atlassian Williams Racing Formula 1 Team

The Spanish bank that sponsors Spanish driver Carlos Sainz Jr. followed his move from Ferrari to Williams, a significant shift for a brand ranked among the top three spenders in the financial category in 2024.

Eni x BWT Alpine Formula 1 Team

Returning to F1 after a 25-year absence as the Official Energy and Fuel Partner of BWT Alpine F1 Team, Eni enters a natural gas and oil sub-category that eclipsed $100 million in total sponsorship spend in 2024.