Business of the Formula One 2024 – Property Profile, Sponsorship and Media Landscape

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Reasons to buy the ‘Business of the Formula One’ report:

  • In-depth analysis of sponsorship and media revenue generated for the 2023-24 season.
  • Detailed team analysis by breaking down the main commercial deals around each of the 30 competing teams from both a sponsorship and media perspective.
  • A comprehensive overview and expert insight of the league that is well regarded as the pinnacle of motor racing anywhere in the world.

How is our ‘Business of the Formula One’ report unique from other reports in the market?

  • The report analyzes the main sponsorship deals held by F1, highlighting yearly changes to the 2024 racing calendar along with the main features.
  • The report is a detailed account of all the main commercial activities taking place across the sports series.
  • It offers a clear breakdown of all the key information linked to the main properties within the sport, including teams and its drivers.

We recommend this valuable source of information to anyone involved in: 

  • ​Sports Equipment Manufacturers
  • ​Sports/Esports Event Organizers/​Advertisers/​Sponsors
  • Technology Leaders and Startups
  • Strategy, Marketing, and Business Development
  • Market Intelligence and Portfolio Managers
  • Professional Services – Investment Banks, PE/VC firms
  • M&A and Investment Consultants
  • Management Consultants and Consulting Firms

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Business of the Formula One 2024  Report Overview

The estimated sponsorship revenue of Formula One is estimated to be $513.75 million for the 2024 season. The ‘Business of the F1 2024’ research report provides an analysis of the current business landscape in F1 competitions. The report has evaluated F1 from social media, sponsorship, and media perspectives, in greater detail. It also gives one a thorough understanding of the commercial setups of all the clubs on an individual basis.

Sponsorship Revenue (2024) $513.75 million
Key Broadcasters ·        ESPN

·        DAZN

·        Sky

·        Fox Sports

·        Viaplay

Key Sponsors ·        Heineken

·        Rolex

·        Qatar Airways

·        DHL

·        Saudi Aramco

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Business of the Formula One 2024 - Broadcasters

A few of the broadcasters for the F1 2024 are ESPN, DAZN, Sky, Fox Sports, and Viaplay. The current media landscape for Formula One follows a typical format seen in global sports markets, whereby the live rights are sold on a country-to-country basis. These deals are signed on an individual basis, with no centralized rights cycle that is seen in sports such as soccer, with deals signed over differing periods depending on the success of negotiations. For instance, ESPN’s most recent deal in the United States was signed for three years (2023-2025) compared to Sky’s 2022-announced renewal for five years (2025-29), a deal announced 2.5 years before its current contract expiration.

Formula One Analysis by Broadcasters, 2023

Formula One Analysis by Broadcasters, 2023

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Business of the Formula One 2024 –Sponsorship

Heineken ranks first at the top of the brand spending charts in 2024.

A few of the key sponsors of the Formula One are:

  • Heineken
  • Rolex
  • Qatar Airways
  • DHL
  • Saudi Aramco

The F1 2024 series boasts 22 partners. The competition’s biggest deal comes from the partnership with many of the world’s largest brands such as Heineken and Rolex. Dutch beer brand Heineken first came on board with F1 midway through the 2016 season. The brand’s entry into the sport followed the breakout of Dutch racing driver Max Verstappen, who had just become the first-ever Dutch winner of an F1 race.

Formula One Analysis by Sponsorship, 2024 (%)

Formula One Analysis by Sponsorship, 2024 (%)

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Key Highlights

Highlighting yearly changes to the 2024 racing calendar and the main features of the upcoming season. Offers an insight into the amount of money being generated across the series at all levels, including commercial rights, broadcasting rights and ticket revenue. Identifies the leading names within the series, it comprehensive social media figures. In depth analysis across the main sponsorship deals held by F1. An overview of the commercial activity of all ten competing teams and how they compare to one another.

Table of Contents

  • 1. Report Overview

    • 1.1. Executive Summary

  • 2. Overall Market

    • 2.1. Total Deal Values Per Nation
    • 2.2. Deal Value Changes from 2023-24 Season
    • 2.3. Highest Club Deal Per Nation
    • 2.4. Tier One/Two/Three Breakdown
    • 2.5. Number of New Deals for 2023-24 Season
    • 2.6. Confirmed Expiring Deals at end of the 2023-24 Season

  • 3. League Breakdown

    • 3.1. List Of All Deals From Each League
    • 3.2. Deal Values For Each Club Deal
    • 3.3. Industry & Location Breakdown Information
    • 3.4. Partnership and Contract Duration Breakdown

  • 4. Brand Analysis

    • 4.1. Brands With Multiple Deals
    • 4.2. Industry Breakdown
    • 4.3. Year-on-Year Changes In Industries
    • 4.4. Industry Deal Spend
    • 4.5. Year-on-Year Changes From Industry Spend
    • 4.6. Overall Brand Breakdown

  • 5. Appendix


2024 Circuit calendar

Driver Age

Driver Seasons in F1

Driver Race Victories

Driver Best Finishes

Driver Nationalities

Ticket Revenue

Series Social Media

Team Social Media

Driver Social Media

Global Broadcasters

F1 Sponsor Values

F1 Sponsorship Breakdown

Team Specific Sponsor Charts

Title Partners

Team Sponsorship Revenue

Team Number of Sponsors

Team Title Sponsors

Number of Team Sponsor Logos on Livery

Active Industries

Brands HQ

Engine Suppliers

Grand Prix Title Sponsors

Hosting Fees


Past Winners Tables

2022 Calendar

Grand Prix Ticket Sales Table

COVID-19 graphs

Social Media Graphs

F1 Sponsorship graphs

Broadcasters Table

Team Sponsorship Graphs & Tables

Team Sponsorship Overview Tables

Engine Suppliers Graph

Sponsor Industry Table

Sponsor Location Table

Grand Prix Hosting Fees Graph

Frequently asked questions

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