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Whether you’re new to Formula 1 and looking for a home, or already have your favorite set in stone, each of the 10 teams on the grid have their own unique vibe. This is a carefully built image that the teams curate through their appearances, social media use and, of course, the brands that they choose to partner with. And that last factor is one of the most important.
Sponsors are more than just logos on a car. They are a reflection of the type of audience that a team wants to attract. This is because of the two-way nature of these partnerships. Fans of a team should be into what the partner brands offer, and those brands are hoping that their own customers would be drawn to that particular team in return.
So what exactly do your favorite team’s sponsors say about them? We’ve gone and analyzed them, personality quiz-style.
McLaren - The gamer friend
If there’s an F1 team that feels like that friend you can spend hours fragging enemies in Call of Duty with, it’s McLaren. With partnerships like Google and Android, LEGO, Monster Energy, Jack Daniels, and the newly announced team up with SEGA and Sonic the Hedgehog, a combination of tech, fun, and gaming is exactly the vibe they’re giving. It’s no surprise, then, that they are particularly popular with fans in the 16-24 age range. This is the new generation, looking for a team that can relate to them. They don’t want fancy wine or yacht parties. They want a team who knows that sometimes the best thing you can have is a fun drink and a go around the track with the fastest hedgehog ever.
Ferrari - Luxury, style and class
Imagine you are at a summer gala, surrounded by timeless style. Attendees are dripping with natural confidence; perfectly tailored Armani suits, eyes comfortably behind Ray-Bans. Bartenders pass around chilled bottles of Peroni and pour flutes of champagne (G.H.Mumm, for those who know), as music plays from expensive speakers (Bang & Olufsen, again, for those who know). This is the lux feel that Ferrari has perfected for years by partnering with high-end fashion brands, expensive alcoholic beverage labels, and sophisticated accessory makers. The result is a culture of exclusivity and elegance that intrigues us, draws us in and keeps us coming back again and again because, even if they say they’re not, everyone enjoys a taste of the high-class lifestyle.
VCARB - The side-hustling influencer
Every friend group has that one social media-savvy friend glued to their phone, juggling three online side-hustles and on top of all the memes. In F1, that friend is VCARB. They’re hunting side-gigs on Airtasker, checking Randstad for job matches, and using CashApp to make payments a smooth process. Cool shades from Hugo Eyewear, a Tudor watch and Piquardo travel accessories mean they always look ready to pop on social media and promote their business or film a trending vid–something VCARB themselves has been more on top of lately. This team is built for the young up-and-comer who just graduated, moved out of their student apartment (which they probably found using Student.com), and is looking for their next big break.
Aston Martin - Making your 007 dreams come true
We all, at some point, wanted to be spies, secret agents, or something equally exciting. And Aston Martin tapped into just that. They are about thrill, charisma, and all the international man of mystery vibes. Partnerships with leaders in AI and cloud computing, like CoreWeave, and cybersecurity, like SentinelOne, give the feel of being at the cutting edge of the tech world, like any good spy should be. Luxury travel via Regent Seven Seas Cruises and Bombardier get you to where your mission is, and Boss and Girard-Perregaux make sure you look good doing it. Work with TikTok and fan-focused programs like the Creator Collective and I/AM make them feel connected to you. It’s as if they're M, giving you a mission rundown and saying, “Yes, you can be James Bond for a day. And we’ll make that happen.”
Sauber - Relatable, resourceful, and kind of chaotic
Among the upper-crust elegance of the Ferraris and Aston Martins of this world, Sauber feels much more like the team you’d get a beer after work with. Partners like the safety clothing and workwear provider Mascot Workwear, and work accessory brand Walter Meier speak to a value for practicality. 3D visualization platform JigSpace and both handmade and tech-savvy ceramics makers Cielo and Catalano represent a focus on maker culture and craftsmanship. And as for streaming and casino and sportsbook partners, Kick and Stake? Well, who among us doesn’t have a hobby that our friends might not expect? It makes Sauber feel relatable, down-to-earth and a bit weird, like we all are (what, you haven’t dyed your hair green before?!). And that’s what makes their fans root for them.
Alpine - Unapologetic French vibes
Alpine’s identity has always been centered on their French roots, and this comes out clearly in the team’s partnerships. The French love for arts and entertainment is front and center in partnerships with the event ticket seller viagogo and gaming giant Xbox. The team also champions the Renault 5 Turbo 3E–a fully electric sports car with references to racing and rallying throughout its design–putting Alpine’s origins with one of the top French automotive providers front and center. A high nation-wide level of eco-consciousness builds on this through brands like Best Water Technology (BWT) and green energy provider Eni. Alpine is a team that knows where it comes from and is not afraid to flaunt it.
Haas - Mean, lean, motor machine
In a world of luxury and PR-ready polish, Haas feels like the one team that still lives for the garage. Gearheads worth their socket set know Haas Automation and Haas Tooling for their high-quality machinery, while the partnership with the Toyota’s Gazoo Racing appeals to anyone who appreciates the reliability of a well-built Japanese car. Workwear and safety gear providers like Tricorp Workwear and Schubert double down on that hands-on, grease-under-the-nails spirit. But it isn’t all about wrenches and spark plugs. Partnerships with Play’n’Go and MGM Resorts International show that Haas knows that if you work hard, you also gotta blow off some steam at the cards table every once in a while.
Williams - (Lookin’ for) that guy in finance
If entrepreneur is the name of the game, Williams is front and center. Legacy financial institutions and investment firms, like Santander and Dorilton Ventures, mixed with the modern world of crypto via Kraken give the vibe of someone who belongs on Wall Street. Specialty coffee brand Reviva and wellness-centric brands MyProtein and THG Ingenuity are all about that successful start-up CEO energy. And all of this is so fitting for a team with a history in the sport that’s now enjoying a glow-up under the new leadership of James Vowles. So whether you’re into the old-school, rich, European kind of F1, or looking for a guy in finance, trust fund, 6' 5'’, blue eyes, Williams has subtly become the team for both.
Red Bull - High-performance party animal
Energy drinks, extreme sports, endless adrenaline. Red Bull is the team for the people who see work hard and play hard as one and the same thing. High-performance tech partners like Oracle, Siemens and AT&T keep them on top of the world, and with Hard Rock serving both Patron and Heineken 0.0, the party quite literally never stops. They’re calling all young, fearless daredevils who want to chase adrenaline rushes by day, and hit an afterparty decked out in Pepe Jeans and aTag Heuer by night. Whether it’s on a speeding race track or a yacht in Monaco’s harbor, this non-stop action is perfect for a team spearheaded by an energy drink.
Mercedes - Corporate athlete chic
Mercedes feels like they are living the life of an all-star CEO at the center of a Netflix Original. Their feel is all about optimized performance. Think waking up at the crack of dawn to go running or hit a personal training session, making big bucks at work, and settling down in style during the evening. With PETRONAS–a Fortune 500 energy company–as a title sponsor and big hitters in tech and finance, like Snapdragon and Nasdaq, they know they’re on top of the world and can’t be touched. WhatsApp keeps them connected, while adidas keeps them looking sharp while still staying comfortable on the track or in the office. And when it comes for a weekend getaway? It’s the Ritz Carlton or bust. This is a team for the people who love the grind, the good life and a well-made espresso in the lobby of a five-star hotel.
Bonus round 1: APXGP - Hollywood’s finest
With F1: The Movie taking over the world, it feels wrong to leave APXGP out of this. The film crew went all-out on the details, with carefully chosen partner brands to include on the APXGP car and firesuits sported by Damson Idris and Brad Pitt. Mercedes AMG brings instant automotive and motorsport credibility, and well-known brands like IWC, EA Sports, and Tommy Hilfiger are strategically put on display front and center during the opening credits. Together, these brands give APXGP the feel of both Hollywood glitz and F1 grandeur. Perfect for a summer blockbuster.
Bonus round 2: Cadillac - The all-American team
We don’t know much about Cadillac’s F1 partnerships, aside from their recent announcement about pairing up with iconic fashion brand, Tommy Hilfiger. But we do know plenty about Cadillac as a brand. They are all about that loud and proud American luxury feel, and they will surely be bringing Americana to the grid as the team grows. And with American fans making up the largest single-country demographic of the global F1 audience, what better timing than now?
Do you fit your team’s style?
Picking which brands to partner with is no easy task for any team on the grid. This is a carefully thought out decision that reinforces the image of the team and help them land the exact audience they want. Whether we realize it or not the logos on each car, on the brands on the team kits and that we buy all tell us exactly what that team values. And what kind of fans they are hoping we’ll be.
So, does your team’s vibe suit you? Or is it time to swap allegiances to one that’s a better fit for you? It just might be worth taking a second look at which logos are on which cars next race weekend.
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