04-12-2026ASK THE EXPERTS

Is a Formula One partnership worth it?

Here’s how to decide.

[Photo: Alessio Morgese/NurPhoto/Getty Images]

It’s no secret that a brand alliance with a Formula One team requires a major investment. Whether a company joins at the title level or as a technical partner, the commitment is significant. For most executives, the first question is straightforward: Is the visibility worth it? Drawing on our experience as a global cybersecurity company partnered with one of the sport’s most recognizable teams, this article offers practical insights to help organizations decide whether such partnerships align with their business goals. 

F1 delivers global........

© Fast Company