Formula One


The current prevalence of betting sponsorship is much discussed, but tobacco sponsorship in Formula One is becoming a hot topic once again.  On ‘World No Tobacco Day’ Simon Cleverly, Group Head of Corporate Affairs of British American Tobacco shares his views.

What better time to address our sponsorship in Formula One than on World No Tobacco Day. Since we announced our partnership with McLaren, there has been much debate as to whether tobacco companies have a place in the sport.  For us the rationale is simple.

Mastercard backs women’s football with Arsenal & Lyon deals

Mastercard has stepped up its commitment to women’s football by signing sponsorship deals with Arsenal and Olympique Lyonnais.

It becomes the first major official partner of Arsenal Women Football Club, the recently-crowned Women’s Super League champions. The length of the agreement was not disclosed.

The length of the company's deal with Lyon was also not disclosed. Lyon on Saturday won the UEFA Women’s Champions League for the fourth year in a row and the club has also won the French league title for the past 13 seasons.

Feel the Drive delivers F1 first

Digital technology specialist HeadsUp has teamed up with Teslasuit, Rokid and Lumus to create the first full-body, multi-sensory driving experience for Formula 1 fans in the F1 Paddock Club.

Feel the Drive has been created by using the on-car camera feed and telemetry data from Lewis Hamilton’s pole-position lap at the 2018 Spanish Grand Prix, where he set a track record with a time of 1:16.173.

Heineken in UEFA x F1 activation

Heineken has brought together two of its global sporting partnerships in an activation celebrating both the 1000th Formula 1 Grand Prix and the visit of the UEFA Champions League Trophy to Shanghai.

UEFA Champions League stars Luis Figo, Xabi Alonso and Clarence Seedorf joined F1 legend Nico Rosberg and current F1 star Pierre Gasly to surprise fans at The House of Roosevelt in the Chinese city.

Both sets of stars took part in a showcase of Chinese sports, centred on the ancient Chinese football game of Cuju.

ISG launches F1 Play

Interregional Sports Group (ISG) is preparing for the start of in-race betting by launching a new free-to-enter prediction game for Formula 1 fans.

F1 Play offers fans the chance to win a luxury weekend at the Formula 1 British Grand Prix 2019.

It has been has been developed as a customer acquisition tool for those bookmakers engaging with ISG on the broader F1 rights package.

Sky Sports F1 - Garage Takeover

To mark the start of the F1 season, Sky Sports F1 gave drivers the chance to experience the perfect pit stop, with a tank of petrol filled by a former F1 driver, plus a windscreen wash – all for free!

Taking over a petrol station in High Wycombe, passers-by saw F1 experts, including Martin Brundle, Natalie Pinkham and David Croft, hard at work on their cars as they filled up petrol tanks and washed their windscreens, ahead of the start of the 2019 F1 season, shown live and exclusively on Sky Sports F1.

Williams Racing gains new title partner

Williams Racing has announced a new multi-year title partnership with global telecommunications company ROKiT.

The partnership, revealed during a special event held at Williams Racing HQ, will see the Formula One team renamed RoKit Willams Racing.

In addition to exclusive naming rights, the agreement will see ROKiT branding adorn the new Williams Mercedes FW42 race car. ROKiT will also feature on race suits and helmets of Williams’ race drivers, plus all trackside personnel team kit.


Subscribe to RSS - Formula One