Formula 1 has become one of the most striking examples of how sport marketing can evolve through strategic storytelling, digital engagement, and targeted sponsorship deals. In recent years, the sport has expanded beyond the racetrack, becoming a global entertainment product and a case study in marketing innovation.

The transformation of F1’s commercial position demonstrates how a traditional sport can modernize its identity, attract younger audiences, and double its sponsorship revenue in just five years.

Drive to Survive: Netflix as F1’s Digital Turning Point

In 2019, the launch of the Netflix series Drive to Survive represented a crucial milestone in F1’s marketing strategy. The series pulled back the curtain on the sport, showing drivers’ personal stories, rivalries, and the intensity of life inside the paddock.

This behind-the-scenes narrative was perfectly aligned with the new generation of fans who value connection over competition alone. The results were impressive:

• F1’s global fan base reached 750 million by 2024
• 42% of these fans are under the age of 35
• Female fans increased from 37% in 2018 to 41% in 2024

The Netflix effect expanded F1’s presence into the US market like never before, laying the foundation for new races in Miami, Las Vegas, and Austin — all of which attracted over 400,000 spectators.

A Sponsorship Boom: New Brands, New Values

F1’s repositioning also triggered a new era for brand partnerships. Historically tied to luxury brands, automotive companies, and energy drinks, the sport has now become attractive to mainstream consumer brands seeking visibility in the entertainment world.

In 2024, F1’s sponsorship revenues hit $632 million, doubling from 2019 levels.

Among the new entries:

• Kit Kat (Nestlé)
• McDonald’s
• Hot Wheels (Mattel)
• Lego
• Moët & Chandon (LVMH)

Notably, the average sponsorship deal value rose to over $5 million, while contract durations shortened from 5.2 to 3.2 years, a sign of greater flexibility and faster brand rotation.

The Role of Digital Engagement

Modern F1 marketing strategy places fans at the center of the content ecosystem. Teams and drivers have become social media creators, with platforms like TikTok and Instagram essential to connecting with younger audiences.

This digital-first approach amplifies brand visibility far beyond race weekends. The viral potential of driver memes, behind-the-scenes clips, and interactive fan content ensures that F1 remains culturally relevant every day not just on Sundays.

F1’s New Marketing Blueprint: Lessons for the Sports Industry

The Formula 1 case shows that the future of sports marketing is shaped by three key pillars:

1. Storytelling: Brands win when they create emotional connections through human stories.
2. Digitalization: Fans demand access, interactivity, and personalized content.
3. Flexibility: Shorter, dynamic sponsorships allow brands to react to fast-changing trends.

Conclusion

Formula 1’s marketing revolution highlights how a sport rooted in tradition can reimagine itself for a new era of entertainment. The strategic mix of Netflix storytelling, global expansion, and brand diversification has repositioned F1 as a lifestyle phenomenon.

This evolution offers a clear signal to all sports organizations: the race for fan engagement is no longer only on the track, it’s everywhere fans consume content.

Introduction

What do a man jumping from space, a Formula 1 car, and an athlete soaring on a snowboard have in common? The answer is simple: Red Bull.
Sports sponsorships are no longer just about visibility; they have become powerful marketing tools that turn a brand into a cultural icon. Red Bull has revolutionized the very concept of sponsorship, transforming it into an engaging narrative and creating an indelible link between its brand and the adrenaline of extreme sports.

Sponsorship marketing: theory and strategy

According to Philip Kotler’s brand positioning theory, a brand is not only distinguished by the product it offers but by the image it builds in consumers’ minds. Red Bull has leveraged the concept of brand association, linking its name to values such as adventure, risk, and pushing boundaries.
Traditional sports sponsorships, like Nike in basketball or Rolex in tennis, focus on logo visibility and association with winning athletes.
Red Bull, on the other hand, has turned sponsorship into storytelling. It doesn’t just put its name on events, it creates, manages, and integrates them as a fundamental part of its brand identity.

The Red Bull case: an empire built on extreme sports

Red Bull started as a simple energy drink, but its market positioning was never confined to the food & beverage sector.
Its marketing strategy has redefined the concept of sports sponsorship. Instead of focusing on mainstream sports like football, Red Bull has built its ecosystem around high-spectacle disciplines such as motocross, surfing, aerobatic flying, and freeriding. It has also created unique events, like Red Bull Stratos, featuring Felix Baumgartner’s jump from the stratosphere, or Red Bull Rampage, an extreme mountain biking competition that leaves audiences breathless.
Athletes are not just sponsored—they are transformed into modern-day heroes. Figures like Travis Pastrana or Kelly Slater embody the brand’s values, making it an integral part of their achievements.

Why does Red Bull’s strategy work?

Red Bull’s strategy succeeds for several reasons.
First, its brand positioning is extremely clear. Red Bull doesn’t just sell a drink; it sells an entire lifestyle experience.
The brand is synonymous with adrenaline, risk, and innovation. Emotions and storytelling play a crucial role: every event or sports partnership is designed to evoke strong and memorable emotions, generating a high level of engagement among spectators.
Additionally, Red Bull has created a community of enthusiasts who are not just consumers but true brand ambassadors.

Lessons for the future

Red Bull’s approach shows that effective sponsorships must be authentic and perfectly aligned with a brand’s identity.

Creating unique experiences that leave a lasting impact on the audience is essential for building a strong relationship with consumers. Sometimes, targeting strategic niches, as Red Bull has done with extreme sports, can be more effective than trying to appeal to everyone.
Red Bull has taught us that sponsorship is not just an advertising investment, it’s a story to be told.

Sources:
• Kotler, P. (2017). Marketing Management.
• Red Bull Official Website
• Forbes (2023). “Red Bull’s Marketing Strategy: How They Dominate Extreme Sports.”

By Alessandro Caldera

The Winter Olympics in Milano-Cortina 2026 represent a historic event for Italy and an unique opportunity to revitalize winter sports in the Italian territory. With these kind of events, the role of brand ambassadors is crucial, as demonstrated by OVS’s decision to collaborate with Deborah Compagnoni, an Italian icon of alpine skiing and a 3 times Olympic champion.

Compagnoni is not just an extraordinary athlete, but also an inspiring figure for new generations. In fact, through this partnership, OVS aims to reinforce the made in Italy, positioning itself as a leader in winter sports apparel. By leveraging Compagnoni’s legacy, the brand has decided to align itself with values such as determination, success, and passion.

Major sporting events, like the Olympics, are an ideal platform for brands to merge sports, values, and national identity in their marketing strategies. OVS, with the brand Altavia, has seized this opportunity by partnering with an athlete who embodies resilience and achievement, ensuring its campaign is effective and emotionally engaging. Compagnoni’s presence strengthens the perceived value of the brand, promoting winter sports culture while elevating OVS’s status in the market.

Beyond being a sporting event, Milano-Cortina 2026 serves as a clou moment for communication and branding. Companies that recognize the power of athlete support can drive engagement and market growth, with a deeper connection with the consumer. The OVS-Compagnoni partnership illustrates how collaborations with high-profile athletes extend beyond traditional sponsorships, transforming into strategic marketing initiatives that foster deeper consumer connections.

This collaboration underscores a broader trend in sports marketing: leveraging the influence of sports icons to amplify brand messaging. As seen in industries ranging from luxury to lifestyle, the intersection of sports and brand storytelling continues to evolve, creating unparalleled opportunities. With the global sports industry valued at over $500 billion, companies that invest in these kind of partnerships can tap into passionate audiences and build lasting brand loyalty.

Testimonials could be seen not just as ambassadors, but as catalysts for powerful brand stories. For sure OVS is not the only brand taking advantage of stategic partnership, and as Milano-Cortina 2026 approaches, it is likely that other brands will follow OVS’s lead.

by Maddalena Loro

LVMH and Formula 1 have recently announced a groundbreaking partnership, marking one of the largest deals in motorsport history, valued at 1 billion USD over ten years. This collaboration highlights the popularity of Formula 1, which attracts over 1.5 billion viewers annually, making it one of the most-watched sporting events worldwide.

Recognizing this viewership, LVMH – the global luxury group, owning brands in fashion, jewelry and cosmetics – has integrated several of its brands into the Formula 1 family. Specifically, TAG Heuer will take over as the official timekeeper, replacing Rolex. Louis Vuitton will be responsible for trophy presentations, providing custom-made cases. Additionally, Moët & Chandon will return as the official champagne for the podium celebrations.

Over the years, Formula 1 has evolved into a cultural phenomenon, where racing cars have become symbols of lifestyle, art and culture. This partnership with Formula 1 allows LVMH to maintain its premium luxury image while connecting with new audiences. Together, they can create unique experiences that blend sport with elegant art-de-vivre.

In addition to F1, LVMH has already entered the sports market by sponsoring the 2024 Paris Summer Olympics and acquiring Paris F.C, showcasing the company’s commitment to leveraging sports as a powerful marketing platform. By tapping into the global audience of the Olympics, estimated at over 3 billion viewers, for example, LVMH has created lasting impressions for the brand that extends far beyond the event itself.

The sports industry, valued at over $500 billion globally, presents luxury brands with a platform to connect with consumers and sports enthusiasts alike and create powerful narratives that resonate with their target audience. It offers a unique opportunity for brand visibility, by providing a global stage to showcase products to engaged audiences. And an opportunity to enhance consumer engagement as well, since sports create deep emotional connections with fans, allowing luxury brands to associate themselves with passion, excellence, and aspiration. It is likely that other luxury brands will follow in LVMH’s footsteps and establish similar partnerships that go beyond traditional sponsorships.

In conclusion, the LVMH-Formula 1 collaboration signifies more than just marketing; it marks the beginning of a new era where sports and luxury merge to create mutual benefits.

By Benjamine Daniau-Fricotteau

Stadium sponsorships have become increasingly important in the world of sports in recent years. These changes, thanks also to the increasing visibility and commercialization of the sports world, represent a strategy to generate greater profit for sports clubs and greater visibility for sponsoring companies.

The central aspect of this type of sponsorship is the phenomenon of “naming rights”, which means the right of a company to link its brand name to a stadium.

More and more brands are using this technique, such as Emirates, Allianz and Crypto.com, which have invested large sums to associate their name with sports facilities.

With this marketing ploy, unprecedented exposure is achieved: both during events and through television broadcasts, millions of fans see the name of the company associated with a sporting event, such as a match or a concert.

For example in 2021 the “Staples Centre”, home of the Los Angeles Lakers and Clippers, has been renamed “Crypto.com Arena” in a $700 million naming rights deal, for a period of time of 20 years.

Stadium sponsorships offer tangible benefits for companies. First, return on investment is often measurable through increased brand awareness and consumer interest. Brand presence at high-profile sporting events can increase customer trust and loyalty. Studies show that spectators tend to positively perceive brands associated with emotional events, such as football matches or concerts.

In addition, sponsorships provide brand activation opportunities. Companies can use events to launch promotional campaigns, engage with fans and interact directly with the public.

As is often the case, stadium sponsorships have also faced criticism, despite the financial returns. Fans are often frustrated by the idea of ​​traditional stadium names being changed to sponsor-centric names. Selling naming rights can make club fans feel detached from the team’s traditional values, creating the opposite of the intended goal: more detachment. This growing tension between sporting passion and commercialization is the subject of fierce debate.

Furthermore, clubs need to be aware of the connection they want to create with the brand, as partnerships can have disastrous consequences if the associated brand is involved in scandals of any kind. It is therefore important that clubs choose their collaborations very carefully, not only in economic terms but also in terms of reputation.

In summary, stadium sponsorships are an ever-evolving phenomenon, with significant impacts for both companies and sports organizations. While they offer opportunities for visibility and economic growth, it is essential that these partnerships are managed with care and attention, taking into account the sensibilities of fans and sporting traditions. Only through a balanced approach can we ensure a future in which business and sporting passion can coexist in harmony, creating added value for all parties involved.

Article made by: Paolo Zalum

Cristiano Ronaldo has recently surpassed 500 million followers on Instagram, becoming the first person on Earth to break the half-billion mark and further solidifying his position as the most influential individual in the world. For over a decade, Ronaldo has been a living enterprise, moving millions of euros with every decision he makes. His media impact is unparalleled: every word he utters is analyzed and debated, every mistake amplified, and every brilliant play either normalized or labeled as ordinary. 

On the other hand, his on-field performances have been declining for the past year, hinting at the possible end of an era that saw him compete in countless battles against one of football’s other greatest talents. 

Adding to the tension are recent controversies surrounding Ronaldo: contentious interviews, the termination of his contract with Manchester United, and social media videos suggesting friction with both teammates and fellow national team members. These issues could potentially affect his performances for Portugal at the World Cup. 

In his most recent stints with Juventus and especially Manchester United, it has become evident that signing Cristiano Ronaldo no longer guarantees the desired results. The football world is thus witnessing a relatively new scenario: a player acquired and paid for more due to his brand and off-pitch benefits than for the tangible impact he can still deliver on the field. While Ronaldo is not the first player whose signing can generate substantial off-field gains, he is undoubtedly the one who has mastered this dynamic the most. The boost he provides to the brand of any club he joins, simply by his presence, remains unmatched. 

However, the growing difficulty in finding a top-level club willing to sign him highlights that he is no longer seen as the decisive player he once was. In fact, despite maintaining a respectable average of at least one goal every two matches, he is often labeled as the cause of his teams’ struggles or as an obstacle to the development of younger players, who may feel overshadowed by his imposing figure. 

To conclude, this article does not aim to declare the end of the CR7 era or dismiss him as a spent force. However, doubts about his ability to make a significant impact at the highest level are legitimate—and justified given his age. These doubts might even be the first signs of humanity shown by an athlete who has otherwise consistently flirted with perfection. 

By Andrea Dapavo