Sports and high-tech: which technology companies support Formula 1 teams

Part of any major sport is now an advertising platform for many companies. It is already difficult to imagine the uniform of athletes without the logos of various sponsors, and their social networks are filled with sponsorship collaborations and photos with expensive watches, drinks, jewelry, visits to brands, etc. And this is now without condemnation, because really major sports require a lot of money. And Formula 1 is one of them.

The Royal Races have always been considered a very prestigious sport with a corresponding audience. The visits to certain stages of the championship and the ways in which the best viewing spots can be slightly shocking to ordinary people who are not very interested in this sport. (For example, "parking" a small yacht during the Monaco Grand Prix will cost a month's stay in the principality during the most expensive season.)

Big sports also attract the interest of major investors, including technology companies. Formula 1 is no exception, so on the banners of every track, on every car and on the uniforms of the drivers, you can see logos familiar to technology fans.

In this short article, we will go through the sponsors of each team in the current championship and see who exactly invests their "penny" in the royal race on Sunday, and returns to developing high technologies on Monday.

Alpine - BWT Alpine Formula One Team

It is logical that at the top of motorsport there are car brands. Half of them in the 2025 standings. The Alpine team represents a French manufacturer of relatively inexpensive sports cars. But right in the name you can also see BWT - an Austrian manufacturer of water purification systems, the size of the logo of which takes up more space on the car and team uniforms than the well-known team name.

The title sponsors also include Renault E-Tech, a division that develops hybrid technologies, with the RS Turbo logo. Actually, since Alpine is part of the Renault group, it would be strange not to see the familiar logo.

Among other companies, investments were made in ApeCoin (Web3), Businessolver (HR-tech), Binance, Microsoft, and separately XBOX, MNTN (AdTech, where, by the way, actor Ryan Reynolds is the Chief Creative Officer), Sprinklr (Enterprise), Eurodatacar (fleet monitoring), 3D Systems (3D printing), Matrix/Johnson Health Tech (sports equipment), Roland (printing), Trak Racer (sports simulators), and even an online casino.

Aston Martin - Aston Martin Aramco Formula One Team

James Bond's favorite car was also not without it. In addition, it was Aston Martin that two years ago snatched from Alpine the Spanish public favorite and two-time world champion Fernando Alonso, who is accompanied in the second car by a kind of antipode - Lance Stroll (son of the largest shareholder of the team and the Aston Martin brand, Lawrence Stroll). But there is another star in the team - Adrian Newey, who has just become its full-fledged asset and can greatly influence the team's future successes, as he is one of the most successful designers in the history of motorsport. But I digress a little.

The team name features the Aramco brand (Saudi Aramco), which also has the largest footprint on the current AMR25 chassis. It is the world's largest oil producer from Saudi Arabia.

But we are more interested in technology sponsors, among which Aston Martin has: Cognizant (Enterprise), Coinbase, ServiceNow (ITSM, automation and "cloud" solutions), SentinelOne (cybersecurity), NetApp (data storage), Circle8 (HR-tech), Xerox, Arm and the same TikTok.

Ferrari — Scuderia Ferrari HP

The most successful team and the legendary Italian supercar manufacturer is also attracting attention this year with the transfer to the team of the most successful driver of today - Lewis Hamilton. For true fans, this year is full of expectations. As will be the next one, when the regulations regarding cars will change, which could significantly change the development of the championship.

However, the presentation of the SF-25 livery did not please everyone, as it featured a giant HP logo, seemingly "illuminated" by a white background. Again, as is clear from the team's name, the computer manufacturer is the title partner of the "scuderia". And although I personally have nothing against the company, I agree that this placement of the logo still spoiled the traditional red car a little.

However, this is not the only brand familiar to tech fans that can be seen on the Ferrari car. Among others, you can recognize IBM, AWS, Bitdefender, Bang & Olufsen, DXC (IT and consulting), Genesys ("cloud" technologies, call centers), HCL Software (Enterprise), Technogym (sports equipment), Riedel (communication systems) and an online casino developer.

Haas - MoneyGram Haas F1 Team

The Haas team is already a representative of the company of the same name, which deals with industrial machine tools and related developments. The public's favorite was its former head Gunther Steiner, who was partly "revealed" to the general public thanks to the documentary series on Netflix - Drive to Survive.

However, the team also has a set of additional sponsors, and the title position is occupied by the P2P payment service MoneyGram.

Additional advertising spots on the Haas livery are occupied by CommScope (communications) and its RUCKUS Networks (network infrastructure) unit, Mphasis (Enterprise) and another online casino developer.

Kick Sauber - Stake F1 Team Kick Sauber

The Sauber team name has seen a lot of changes. BMW and Alfa Romeo have been here, and from 2026 it will be Audi. But now the title sponsor is the gambling platform Stake. But due to the regulatory norms of some countries regarding gambling advertising, the team has the company Kick in the name, with which it is primarily displayed on the Formula 1 website and at some stages of the championship. Kick is a streaming platform like Twitch, which (surprise, surprise) is owned by Stake. Actually, that's why sometimes it can cause some misunderstandings among viewers.

The team also has a few other partners from the IT world: SenseTime (artificial intelligence), Extreme Networks (networking equipment), JigSpace (3D visualization and AR), Additive Industries (3D printing), Beyond Nations AG (SaaS), Hewlett Packard Enterprise , Mitsubishi Electric , Riedel (communication systems), CoinPayments (Crypto) and Admin By Request (cybersecurity).

McLaren — McLaren Formula 1 Team

One of the few teams whose full name on the official Formula 1 website does not mention other brands is McLaren. Red Bull's winning streak in the constructors' championship has finally ended, and it was the British supercar manufacturer that took the lead last year (Ferrari were next, by the way, and this story ended badly for Sergio Perez).

However, McLaren's list of sponsors, like any other team, is quite good. Moreover, technology fans will be familiar with many interesting logos here, and if you follow the drivers' and team's social networks, you can see joint events with some familiar partners.

Thus, on the MCL39 cars of Lando Norris and Oscar Piastra this year will be: OKX (Crypto), Google and separately Android , Chrome and Google Cloud , Cisco and Splunk (data analysis), Dell Technologies , Arrow (electronic components), Okta (IAM), Dropbox , Workday (Enterprise), Salesforce , Alteryx (data analysis), eBay , T-Mobile , Halo (Enterprise), Udemy , Medallia (Enterprise), Smartsheet (Enterprise), Airwallex (Fintech) and Stratasys (3D printing).

Mercedes — Mercedes-AMG PETRONAS Formula One Team

The team that has won eight constructors' titles in a row since 2014 and helped Lewis Hamilton equal Michael Schumacher's record of seven championships (one of which he won earlier with McLaren). Nico Rosberg won another title with it (after which he retired from racing). The team also has and has been home to some of the most famous people in the sport, such as Niki Lauda and Ross Brawn (whose Brawn GP team became the basis for Mercedes), as well as Toto Wolff.

It seemed that the German car manufacturer and recently very successful F1 team could do without additional brands in the name, but for many years, Mercedes has been accompanied in the sport by PETRONAS - Petroliam Nasional Berhad - a Malaysian oil company whose two towers always get caught on camera during the Malaysian Grand Prix, as it also sponsors the event (and is also a joint sponsor of the royal race in China).

However, there are more partners, of course. And from the large technology companies, the "silver arrows" adorn the logos of: AMD, Snapdragon, CrowdStrike (cybersecurity), TeamViewer , Hewlett Packard Enterprise, WhatsApp, Solera (software), G42 (artificial intelligence), Nuvei (Fintech), Akkodis (IT and engineering), SAP (Enterprise), Luminar (LiDAR), Mous (smartphone accessories) and BetterUp (HR and EdTech).

Racing Bulls - Visa Cash App Racing Bulls Formula One Team

The previous years were not easy for the team, and even more so for its name. The "younger" project of Red Bull is remembered by fans as Scuderia Toro Rosso, which was later renamed Scuderia AlphaTauri to advertise the clothing brand owned by the holding. Last year, RB, and in the 2025 season - Racing Bulls.

And the latest changes are accompanied by title sponsors - Visa and Cash App, a mobile banking app co-founded by Jack Dorsey, known to us primarily through Twitter. Interestingly, this can be a little confusing, because it may immediately seem that Cash App is an application from Visa. But it seems that marketers don't care much about it.

Additional high-tech companies supporting the future success of the Italian team include RebelDot (web and mobile applications) and Siemens Digital Industries Software.

Red Bull Racing is the Oracle of Red Bull Racing

The multiple champion and the team that currently has the four-time number one (which can only be chosen by current champions) Max Verstappen is Red Bull Racing. And although it lost Adrian Newey and Sergio Perez last year, the title sponsor remained the same.

And this is the company that fits perfectly into our topic today - Oracle. Software, "cloud" technologies, server equipment, communications... All of this has been decorating the victorious cars of the "red bulls" with their large logos since 2022.

Red Bull Racing's pool of sponsors and partners from the tech world also includes Gate.io (Crypto), Rokt (E-commerce), 1Password, Ansys (engineering), AT&T, CDW (B2B IT), Neat (communications) and Siemens Digital Industries Software.

Williams — Atlassian Williams Racing

The legendary Williams team is also going through tough times, but they are not giving up hope. This season they will have Alex Albon and Carlos Sainz in their cars, and there is plenty of room for sponsorship on the blue and black FW47 livery.

Despite the fact that the Formula 1 website writes the full name of the team as Williams Racing, its logo still indicates a partnership. And it, like Red Bull, also fits well with the topic of the material. So Atlassian has a place not only on the car and team uniform, but is also in the team logo. It is it that currently owns such products as Jira and Trello. But the overall portfolio is much larger, as is the number of interesting clients.

The team with 9 leadership titles is also supported by: Kraken (Crypto), VAST Data (data storage), Keeper Security (cybersecurity), Zoox (autonomous taxi), and Life Fitness (sports equipment).

Bonus: watch brands

Since I'm personally a fan of wristwatches, I'll also leave a small list of relevant team sponsors. Among them are some really interesting and noteworthy manufacturers (although not very cheap, like everything else in Formula 1):

• Alpine— H. Moser & Cie;
• Aston Martin — Girard-Perregaux;
• Ferrari and McLaren — Richard Mille;
• Mercedes - IWS Schaffhausen;
• Racing Bulls — TUDOR;
• Red Bull Racing, as well as a partner of Formula 1 in general, is TAG Heuer.

Formula 1 Partners

The Formula 1 championship itself also has the support of technology partners, just as individual races are sponsored by certain companies. Thus, during the races, the logos of AWS, Сrypto.com, Lenovo and Salesforce appear in the broadcast. And as I mentioned earlier, individual events can also be additionally supported by brands (for example, the Chinese Grand Prix is supported by Lenovo).

Of course, there are many other brands on the cars and in the personal possessions of each participant. These include manufacturers of aircraft, car parts, heavy industrial equipment, hotel chains, delivery services, clothing brands, etc. Some of the pilots even managed to launch their own initiatives.

And there's an old joke: "How to become a millionaire in Formula 1? - Come to it as a billionaire." (And every time the value of Bitcoin drops, you can see its adapted version on social networks.) And with the huge costs of development, parts, team and drivers (some of whom receive tens of millions of dollars a year, not including bonuses and personal contracts), it is obvious that the support of sponsors will definitely not be superfluous here. And among such, everyone wants to have the best of the best.