HEY BIG SPENDERS!

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Written By Itua Ehimuan

A scattered pile of US Dollars. (Photo: Giorgio Trovato)

Formula 1's commercial surge is reflected in record sponsorship deals across the grid. Oracle continues its title partnership with Red Bull, HP is reportedly committing $100 million per year to Ferrari, and McLaren's Mastercard partnership is valued at approximately $90 million. Petronas contributes around $80 million annually to Mercedes. Formula 1's global revenues have surpassed $3.9 billion with viewership continuing to grow across digital and broadcast platforms. The sport is not just growing. It is printing money. It is important to know that these figures are largely speculative and never fully disclosed to the public.

Itua Ehimuan

Itua Ehimuan is the Principal Consultant at Amperthyst, a forward-thinking agency that bridges the gap between consumer brands and their audiences. With extensive experience in luxury, FMCG, sports and entertainment, Itua has developed a keen understanding of pop culture and its role in shaping consumer behaviour. Through innovative brand partnerships and immersive experiential strategies, he helps brands connect meaningfully with the right audience, driving strong commercial ROI.

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