Formula 1 Sponsorship Agency

Talk to us about F1 sponsorship Download the free sponsorship checklist

3 to 6 Dec2026 Abu Dhabi Grand Prix at Yas Marina Circuit

Final raceAbu Dhabi closes the Formula 1 season

2009first Abu Dhabi Grand Prix

2026first season with an official F1 betting partner

Formula 1

Why brands sponsor Formula 1

Formula 1 travels the world for most of the year and reaches fans, business decision makers and premium customers in every region. Its global partners include brands such as Aramco, AWS, DHL, Heineken, LVMH, Pirelli, Qatar Airways and Salesforce. Each one owns a clear category and uses the sport for brand image and business-to-business relationships.

New categories keep opening. From 2026, Betway is Formula 1's first official betting partner in Europe, the Middle East and Africa, and Allwyn signed a multi-year official partnership with race predictions for fans. Below the global level there are many more options with teams, races and drivers.

For brands in the region, the Formula 1 Etihad Airways Abu Dhabi Grand Prix is the highlight. The 2026 race runs from 3 to 6 December at Yas Marina Circuit and is the final weekend of the season, with concerts and a large international crowd.

Teams
Races
Drivers
F1 Academy
Formula 2
Abu Dhabi GP

Ways to get involved with Formula 1

Team partnershipLogo on the car, driver suits or team kit, an official partner title in your category and access to the team for content and events.
Race and circuit partnershipPartner rights at one Grand Prix, such as Abu Dhabi: trackside branding, fan zones, activations and the right to use the race in your marketing.
Driver ambassadorA personal deal with a driver for campaigns, social media content and appearances at your events.
Feeder series and esportsFormula 2, Formula 3, F1 Academy and racing esports offer lower entry prices and young audiences.
Media around the raceCampaigns around a race weekend on TV, out-of-home, social media and in live-score apps, without owning rights.

How TRIX20 helps

01
Brief
We agree your goals, audience, markets and budget, and how success will be measured.
02
Options
We compare teams, races, drivers and feeder series that fit, with an honest view of what each one can deliver for the money.
03
Value and negotiate
We check what the rights are worth and negotiate the price, category exclusivity and the terms that protect your brand.
04
Activate and measure
We plan the activation and content, and report on what the partnership delivered.

See our full sports marketing and sponsorship service and our page on event sponsorship in Dubai.

Rules to know before you sign

Category exclusivity. Formula 1, teams and races each sell their own categories. A team deal does not give you rights at race level, and a competitor may own your category at another level.
Betting and gaming brands. Rules differ by country. In the UAE, only operators licensed by the GCGRA may advertise gaming. Read our page on iGaming marketing.
Image rights. Using a driver's name or image needs the driver's own agreement, not only the team's.
UAE permits. Influencers and drivers who post paid content in the UAE need an Advertiser Permit from the UAE Media Council.

Before you sign anything, read our guide 10 questions to ask before a sports sponsorship in the UAE.

Who we work with

Brands that want to use the Abu Dhabi Grand Prix to reach customers
Companies looking for a team, driver or feeder series partnership
Licensed betting and gaming brands planning compliant motorsport sponsorships
Rights holders and drivers looking for the right sponsors

Frequently asked questions

How much does it cost to sponsor Formula 1?

It depends on the level. Global Formula 1 partnerships and big team title deals run into many millions, while race partner packages, driver ambassador deals and feeder series start far lower. We check what the rights are worth before any negotiation starts.

Can a brand sponsor the Abu Dhabi Grand Prix?

Yes. The race promoter sells partner packages for the Abu Dhabi Grand Prix, from official partner titles to branding and fan zone activations. The 2026 race runs from 3 to 6 December at Yas Marina Circuit.

What is the difference between an F1 global partner and a team sponsor?

A global partner signs with Formula 1 itself and gets rights across the whole championship in its category. A team sponsor signs with one team, for example for its cars and kit. Races and drivers sell their own rights too.

Can betting brands sponsor Formula 1?

Yes, where local rules allow it. Betway became Formula 1's first official betting partner from 2026, and several teams have betting partners. In the UAE, only GCGRA-licensed operators may advertise gaming.

Do we need a big budget to get into Formula 1?

No. Feeder series such as F1 Academy, Formula 2 and Formula 3, a driver ambassador deal or a campaign around the Abu Dhabi race weekend can work with smaller budgets. We show you what each option delivers for the money.

How do you measure an F1 sponsorship?

We agree the measures before the season, such as exposure, social media reach, leads and sales, and report on them after each race or season.

Thinking about a Formula 1 partnership?

Tell us your goals and budget, and we will come back with first ideas.