Beyond the billboard: how F1 sponsorships are shifting from logos to lifestyle

For decades, Formula 1 sponsorship was simple: buy space on a car, a driver suit, or a pit wall, and hope the cameras caught it. The bigger the logo, the bigger the win. But in 2025, the sponsorship game has changed. Fans aren’t just passive viewers anymore; they’re engaged communities, and they want to feel something from the brands attached to the sport.

This shift is pushing teams, sponsors, and even the F1 Academy to rethink what partnership really means. It’s no longer about presence. It’s about participation.

From stickers to stories

Look at Red Bull’s dominance in fan culture. Their sponsorships aren’t confined to decals on a car; they spill into music, extreme sports, gaming, and lifestyle. Fans don’t just see Red Bull as an energy drink; they see it as a ticket into a community. That’s a model other F1 sponsors are beginning to follow: crafting narratives and experiences that connect beyond the race track.

McLaren’s collaboration with high-fashion brands, Ferrari’s luxury tie-ins, and Aston Martin’s partnerships in sustainability aren’t just about visibility; they’re about aligning with identities fans want to share. When a fan buys a cap, posts on TikTok, or turns up in team colours, they’re co-signing not just a driver but the story behind the brand.

Why fans expect more now

Younger audiences, especially Gen Z, are skeptical of pure logo-slapping. They expect authenticity. They care about sustainability, inclusivity, and whether a brand feels like it belongs in their world. They’re quick to call out performative partnerships, but they’ll champion brands that show up consistently and genuinely.

This creates both a challenge and an opportunity. If a sponsor only thinks in terms of “eyeballs on the car,” they’ll miss the chance to build true loyalty. But if they think in terms of “culture,” they unlock something far more valuable: belonging.

What F1 Academy can teach us

F1 Academy is still building its identity, and that makes sponsorship even more impactful. Partners here aren’t just boosting visibility; they’re shaping the narrative of women in motorsport. A sponsor that goes beyond the logo to actively support driver development, grassroots programs, or fan engagement sends a powerful message: we’re here to invest in the future, not just our own exposure.

Imagine a sponsor funding a mentorship program for young girls who dream of racing. Or creating digital-first experiences that bring fans closer to the drivers. That’s not just good marketing; it’s transformative sponsorship.

This is also why the first steps into merchandise matter for F1 Academy. As we’ve noted in previous pieces, connecting the series to its fans is still an area that feels underdeveloped. Just as F1’s potential embrace of fan art culture, making sure the community behind a series feels seen and heard is essential. Once F1 Academy commits to merchandise, whether through team-backed driver gear or official channels, it opens the door not only for stronger fan engagement but also for future sponsorship opportunities.

The future of sponsorship is belonging

Formula 1 is growing into a cultural movement, not just a sport. In that world, the biggest billboard isn’t the side of a car; it’s the shared experience between fans, teams, and brands. The most valuable partnerships won’t just be seen; they’ll be felt.

The question for sponsors is no longer, “How big can we make our logo?” but, “How deep can we go into the lives of the fans we want to reach?”

And in that shift lies the real opportunity: to turn sponsorship into something that drives not just visibility, but legacy.