• Loading stock data...
Friday, July 11, 2025

Formula 1 Close To Adding Five-Year Deal Worth $150M

Formula-1-Liberty-Salesforce
Jerome Miron-USA TODAY Sports/Design: Alex Brooks

Software company Salesforce is reportedly close to securing a bumper deal with Liberty Media’s Formula 1.

The season’s opening race takes place in Bahrain this weekend, and the pair is hoping to finalize the deal — expected to be $30 million annually for five years — before the race’s start. Salesforce would be included in Formula 1’s global sponsorship tier.

Formula 1 has brought in a flurry of sponsorships recently as the sport gains more popularity. 

  • Earlier this month, F1 announced a deal with Chinese technology company Lenovo. Financial terms were not disclosed.
  • In June, F1 unveiled crypto.com as a global partner in a five-year deal worth more than $100 million.
  • In 2020, Saudi Aramco announced its own global partnership with Formula 1. 
  • The U.S. will host the Miami Grand Prix for the first time this year, adding to its race in Austin, Texas.

Race to the Top

Formula 1’s fourth-quarter revenue increased 62.3% to $787 million, with viewership reaching 1.55 billion last season. Revenue for the full year hit $2.14 billion.

The Liberty Media division terminated its broadcasting contract with Match TV in Russia, adding to the list of sports properties severing ties to the country after its invasion of Ukraine.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

F1’s ESPN-Apple Dilemma Could Come Down to Reach vs. Money

MLB and MLS games on Apple TV+ have not drawn huge audiences.

From Dynasty to Disarray: Red Bull Fires Christian Horner

He served as Red Bull team principal for more than two decades.
Jun 15, 2025; Montreal, Quebec, Canada; Mercedes driver George Russell (63) leads the second lap over Red Bull Racing driver Max Verstappen (1) during the F1 Canadian Grand Prix at Circuit Gilles-Villeneuve.

Apple Vies With ESPN for U.S. Formula One Rights

ESPN’s rights agreement with F1 has been worth about $90 million annually.
Mar 30, 2025; Austin, TX, USA; The team of Alex Marquez (73) of Spain and BK8 Gresini Racing MotoGP celebrate as he comes in second place in the 2025 Grand Prix of the Americas at Circuit of The Americas.

European Watchdog Clears Liberty Media’s $5B MotoGP Buy

Liberty Media now owns both the motorcycle racing league and F1.

Featured Today

Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
Apr 26, 2025; San Francisco, California, USA; Houston Rockets guard Fred VanVleet (5) before game three of first round for the 2024 NBA Playoffs against the Golden State Warriors at Chase Center.

Rockets Get $20 Million in Wiggle Room From New VanVleet Deal

VanVleet first signed with the Rockets in 2023.
April 20, 2025

Max Verstappen Linked to $300M Aston Martin Deal Ahead of Miami GP

Aston Martin is currently seventh in the constructors championship.
June 24, 2025

Timberwolves’ 4-Year Ownership Saga Ends As A-Rod, Lore Take Over

The unanimous approval brought a clean end to a long-disputed transaction.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
March 27, 2025

Peyton Manning’s Omaha Productions Gets PE Boost

The Hall of Famer’s company gains another prominent backer.
March 20, 2025

High School Sports Power Signs Eight-Figure Rights Deal in First

The deal pays roughly $1 million annually, FOS has learned.
March 20, 2025

Maxx Crosby’s Agent: Edge Rushers Set to Dominate NFL’s Non-QB Market

Maxx Crosby just signed a three-year, $106.5 million extension.
March 4, 2025

Eagles Make Saquon Barkley NFL’s Highest-Paid Running Back Ever

Barkley is coming off a historic 2024 season with the Eagles.