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McLaren predicts ‘successful decade’ for F1 business amid influx of sponsors

F1 saw a slight increase in its global TV audience last year, helped by increased interest through the Netflix series Drive to Survive and a compelling title fight between Lewis Hamilton and Max Verstappen.

Ahead of the 2022 season, a number of teams announced major new partnerships, including an influx of big tech and cryptocurrency-related companies.

McLaren has also added several new partners to its portfolio of late, prompting Brown to hail a solid period ahead for F1 commercially.

“Formula 1 is in a very strong position commercially,” Brown said.

“[We have] more big prizes than ever with continued demand on TV, digital and with Netflix, the overall exposure of the sport is very strong.

“[There are] a lot of partner companies are coming. We have had great success for some time. We are now over 45 partners between our car and licensing and over a dozen joined us last year, some of the biggest companies in the world.

“[It’s] it’s great to see other people in sport raking in world-class organizations. I think we are in a very healthy state, and with the track competition being what it is and the budget cap in place, the race should come closer.

“I think we are expecting a real decade of success in Formula 1.”

Zak Brown, Arrow McLaren SP Chevrolet

Photo by: Michael L. Levitt / Motorsport footage

Red Bull announced earlier this month that it had entered into a new title partnership with US tech giant Oracle, worth $100 million a year, and a separate deal with Bybit worth $100 million a year. worth $50 million a year.

When asked if these reported numbers were any help to other teams when it came to highlighting the value of F1 and discussing sponsorship deals, Brown felt it was just a benefit. for the ecosystem of the series.

“It’s great to have great brands and great companies like this joining the sport,” Brown said.

“It’s clearly a very significant investment, so I think it’s a good story. That the actual number [for Red Bull] is correct, I don’t know.

“But it’s great to have companies like that, and in Formula 1 they’ve brought in some good new global partners and other corporate partners in the sport.

“I think it’s good storylines for all of us.”

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