In mid-December, FIFA introduced the 2030 World Cup would happen in six international locations, spanning three continents. In the meantime, most American sports activities have been heading to Europe in recent times trying to develop their enchantment.
These occasions promote out, often in record-setting instances, however don’t come near matching the worldwide spectacle that comes from internet hosting 24 grands prix, throughout 5 continents and 21 international locations, with viewing figures that proceed to rise.
In that regard, Method 1 is exclusive amongst sporting contests looking for sponsorship income and partnership participation.
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It’s why Emily Prazer, F1’s chief industrial officer, feels the sequence is just rising its portfolio of companions.
“We discuss it on a regular basis; the enchantment of the worldwide model is one thing that we will not actually take without any consideration,” she advised Autosport Enterprise.
“I believe clearly we’re up towards NFL, NBA within the US and the Premier League within the UK. However I believe persons are beginning to actually perceive the worldwide attain we’ve for twenty-four races in most continents.
“I believe we have additionally carried out a extremely good job of being a bit bit extra trusted by manufacturers, seeing the technique come to life with a few of the world partnerships that we have had for a really very long time, it has meant that we have been in a position to stand behind the info, which is absolutely useful.”
Throughout 2024, F1’s longest-ever season, the championship welcomed new offers, the most important of which was the one struck with LVMH to bring a number of their ‘maisons’ on board as the 10-year global agreement will outcome within the manufacturers of Louis Vuitton, Moet and TAG Heuer on show.

Stefano Domenicali, President & CEO of Method 1, Greg Maffei, President & CEO of Liberty Media, Bernard Arnault, Chairman & CEO of LVMH Group and Frédéric Arnault, CEO of LVMH Watches
Picture by: Liberty Media
Add to that Santander and Globant becoming a member of, Crypto.com extending its deal and Lenovo elevating into the best tier of worldwide companions and it has been a fruitful 12 months for Prazer and her crew.
“I believe LVMH are simply precisely the kind of accomplice that we need to be working with, simply on the activation aspect alone,” she added.
“I believe you may see some actually enjoyable stuff that they are working with us on for subsequent 12 months round every of the three manufacturers, which once more, is simply levelling up, I believe towards a few of the different sports activities.
“We’re most likely one of many nimbler rights holders because it pertains to partnerships. We do not actually have a rule guide of ‘you must do that, and you must try this’.
“We get very inventive when answering model’s aims and I believe that is been actually good in separating ourselves from the remainder.
“I believe we’re fairly deliberate round what we do with our manufacturers. Clearly, a few of it’s comparatively progressive. Once more, when you have a look at the AWS, the Salesforce, Tata, these kinds of manufacturers, they very a lot help the broader enterprise, which is tremendous useful, if you’re speaking and with the ability to inform a narrative.
“Not everyone will get the chance to actually weave know-how into partnerships, and we’re very lucky in that regard, along with the truth that we wish it to be the highest manufacturers on the planet.
“So we’re very considerate about who we accomplice with, as a result of it is primarily based on what worth they supply to our followers, not essentially only a money injection into the game. Clearly, we love cash! I believe each sport does however, from our perspective, it is very a lot about how they present up.”

The enchantment of F1 has arguably by no means been increased
Picture by: JEP
With so many new companions becoming a member of at totally different tiers or as a part of licensing agreements, does Prazer fear that there may very well be a time when there are too many manufacturers vying for house within the F1 sphere?
“We positively have class exclusivity, so that you’d by no means see us have two companions in the identical class,” she stated.
“I do not suppose you may see us ever over-saturate ourselves. What I believe you may see is deal values changing into extra important, as a result of we do have a shortage situation, that we are going to by no means go above a sure variety of companions, and we’re very thorough in our due diligence round what worth they’re offering.”
Regardless of the variety of races already on the calendar, there are nonetheless areas of the world at present not serviced by an F1 grand prix.
Rwanda is keen to bring the series back to Africa, whereas Argentina has been touted as doubtlessly making a return so as to add a second race to the massive continent of South America, with these types of areas providing new partnership alternatives ought to they materialise.
“When the race promotion crew begin speaking in regards to the calendar, we clearly work with them fairly considerably on the place we predict the alternatives are, as a result of we need to be certain we’re aligned within the worth of that race market,” stated Prazer.
“Significantly in Asia, we have got a ton of economic alternative that if we had a number of extra races there, I believe would come to fruition fairly rapidly.
“And I believe what we have carried out rather well in that regard with our promoters is create identities throughout every of our grands prix.”
On this article
Mark Mann-Bryans
Method 1
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