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IndyCar is weighing a return to Brazil after Penske executives toured Goiânia's Ayrton Senna circuit. Inside the 2027 prospects and the MotoGP effect.

The F1 AI sponsorship boom has a labelling problem. In the six months before the 2026 season, the grid signed more AI partners than any other category. Anthropic to Williams, Microsoft deepening at Mercedes, Cohere and Cognition to Aston Martin, ElevenLabs to Audi, Intel returning to McLaren. Technology has overtaken financial services as the sport's largest commercial sector, and AI is the fastest-growing line inside it. The reporting has filed all of this under "sponsorship

Fernanda Anselmo reports from São Paulo. Adapted from the original Portuguese. The return of MotoGP to Brazil after 22 years marks a significant milestone. It highlights the economic potential of the South American market. The round took place between March 20 and 22, 2026, at the Autódromo Internacional Ayrton Senna in Goiânia. The MotoGP Estrella Galicia 0,0 Brazilian Grand Prix was the second round of the season. It drew a significant crowd and mobilised various sectors of

Environmental, Social, and Governance practices in Formula 1 have come a long way. Discover how ESG integration and sustainability goals are reshaping motorsport partnerships and giving brands a competitive edge.

This weekend the roar of F1 engines returns as the Australian Grand Prix launches the new season at the fast and flowing Albert Park Circuit in Melbourne. As the traditional curtain-raiser, the race offers the first real indication of which teams have made progress over the winter - and which may already be playing catch-up. Albert Park’s semi-street layout demands precision and confidence. Drivers must balance high-speed sections with tight corners bordered by unforgiving ba

Brazil has a rich Formula 1 history, from both a fan and business perspective. Local and international brands have always been keen to leverage the sport for commercial success. With Gabriel Bortoleto being part of the Audi Revolut F1 Team from next season, and F3 Champion and Ferrari Academy-driver Rafael Câmara joining Bortoleto’s previous F2 team Invicta Racing next year, together with the general boom in F1, corporate interest is higher than ever before. When I first arri

A new wave of interest in motorsport among women is reshaping the sport’s audience and participant base - and experts say Netflix’ Drive to Survive is one of the main catalysts. According to a 2025 global survey by Formula 1 and Motorsport Network, women now make up about 41% of Formula 1’s global fanbase. Among female fans, 42% report following the women-only F1 Academy - making it the second-most-followed series after F1 itself. Industry analysts and team marketing leads at

Formula 1 has long been one of the world’s premier sports properties, but in recent years it has transformed into a commercial and cultural powerhouse. Once a niche motorsport followed primarily by die-hard fans, F1 has evolved into a global entertainment platform — and brands are taking notice. Today, Formula 1 offers one of the strongest sports marketing opportunities in the world, combining global reach, high-quality storytelling and unmatched audience engagement. A major

A few years ago, the FIA World Endurance Championship (WEC) was facing a difficult period. While the 24 Hours of Le Mans remained a global icon attracting huge crowds and international media coverage, the rest of the championship struggled to maintain momentum. Several major manufacturers withdrew, grid sizes shrank and long-time fans questioned whether endurance racing could sustain its position within global motorsport. The series needed stability — and a new identity. To