TOTAL SPONSORSHIP investment in Formula 1 is projected to exceed $3 billion for the first time in 2026, fuelled by new team entries and a robust pipeline of commercial partnerships across the championship. According to a report by Ampere Analysis, technology companies alone have already contributed more than $565 million in F1 sponsorship spend this year, driven in part by a sharp rise in AI-focused collaborations.
F1’s sponsorship landscape is entering a new chapter, with the technology sector widening its lead over financial services. Within overall tech investment, Hewlett Packard Enterprise and Oracle account for 24 per cent of total spend. Notably, AI-related partnerships have gathered pace, with eight agreements signed in the past six months, including deals involving Groq, Meta AI and Claude.
The sportswear category is also experiencing significant growth. Sponsorship expenditure from apparel brands has risen by 75 per cent over the past two years. In 2026 alone, Puma and Adidas have secured new agreements in the category, with combined deals valued at $140m.
Formula 1’s sustained strategic push into the United States is translating into measurable commercial gains. Rising American fan engagement has prompted increased backing from domestic brands, with sponsorship investment from US-based companies up 68 per cent since 2023.
Collectively, these developments underline Formula 1’s evolution into a highly mature global sponsorship platform, carrying strong commercial momentum into the 2026 season.
