How Formula 1 is reengineering car branding Sport Business It’s an old adage, but one particularly true for automotive brands, that where you show up as a brand really matters. Staples for car marketing are high-quality environments such as cinema, peak TV, eye-catching billboards and the like. Especially for cars – a category in which long-range priming is key – these quality touchpoints shape [...]
Verstappen future in doubt as Red Bull rocked by third key departure in a year Sport Business Red Bull Racing have been rocked by the departure of Helmut Marko, the man credited with turning them into Formula 1’s most dominant team, after 26 years with the organisation. Marko is the third pivotal figure in the team’s F1 success to leave in the last year, following design guru Adrian Newey and team principal [...]
Formula 1 commercial arm sees profits dip but still makes £250m Sport Business Formula 1’s commercial arm saw profits fall by five per cent last year, but still managed to be over £250m to the good. Formula One World Championship Limited, which holds the exclusive commercial rights to the globetrotting motor racing series, posted a profit of £251.7m for the year ending 31 December 2024, down £14.5m from [...]
Horner leaves Red Bull with £80m pay-off as F1 return touted September 22, 2025 Former Red Bull Racing team principal Christian Horner officially severed all ties with the Formula 1 team on Monday, insisting his two decades at the team had been “an honour and privilege”. Horner, married to Spice Girl Geri Halliwell, was sacked by the team in July and leaves the Milton Keynes outfit amid rumours he [...]
Carlyle announce deal with Formula 1 team Red Bull September 9, 2025 Global investment firm Carlyle has announced a multi-year strategic partnership with Formula 1 team Red Bull in a first-of-its-kind deal. The Nasdaq Carlyle Group, with a market cap of $23bn, will use its partnership with the Formula 1 team title sponsored by Oracle to “open new avenues” for engagement, global connectivity and technology. And their [...]
Gordon Ramsay-backed brand recruits Red Bull F1 star as ambassador August 26, 2025 Red Bull Formula 1 driver Yuki Tsunoda has signed a deal to promote Gordon Ramsay-backed cookware brand HexClad. Tsunoda, 25, will wear the brand’s logo on his helmet when the F1 season resumes this week with the Netherlands Grand Prix at Zandvoort. Superstar chef Ramsay is a minority investor in HexClad and stars with the [...]
Red Bull eyes franchise in R360 rugby breakaway league June 4, 2025 Red Bull is one of the sports investors to have expressed an interest in buying a franchise in R360, the revolutionary new global rugby union competition that it is claimed will launch next year. A proposed grand prix-style travelling league featuring eight men’s franchises and a four-team women’s competition has been put together by a [...]
Verstappen admits Russell crash shouldn’t have happened June 2, 2025 Formula 1 world champion Max Verstappen has accepted that his crash into Mercedes rival George Russell at the Spanish Grand Prix “was not right and shouldn’t have happened”. The hot-headed Dutchman veered into Russell with two laps remaining, earning a 10-second penalty which demoted him from fifth to 10th and three penalty points which leave [...]
Does Liam Lawson have a legal case against his Red Bull demotion? March 30, 2025 The big Formula 1 news of last weekend was the demotion of Liam Lawson from Red Bull to junior sister team Racing Bulls. His former teammate Yuki Tsunoda has been promoted to the senior team to partner four-time world champion Max Verstappen, while Lawson will line up alongside Isack Hadjar in what is now a [...]
Mercedes F1 boss Wolff cools talk of Verstappen swoop March 13, 2025 Mercedes Formula 1 boss Toto Wolff insists they are no longer pursuing a sensational move to poach world champion Max Verstappen from Red Bull. Wolff openly floated a swoop for Verstappen last year as Red Bull became embroiled in a crisis surrounding team principal Christian Horner’s alleged behaviour. But on the eve of the 2025 [...]