Insights

From AWS to Revolut, F1 partnership case studies and integrations now define the sport's commercial era. What it offers CEOs and CMOs weighing motorsport.

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: these deals look like media buys and aren't. What tech CMOs are really buying, and how to structure the deal.

MotoGP's return to Brazil generated R$1.14bn in its first year. Racing United on the Goiânia GP and what South America's growth means commercially.

ESG has become a baseline requirement in F1 deals. Racing United on net zero 2030, the DHL model and what sustainability now demands of sponsors.

The Australian Grand Prix launches the F1 season at Albert Park. Racing United on the teams to watch and the 2026 regulations reshaping the sport.

Brazil has the fanbase, the corporate wealth and now a home hero in Bortoleto. Racing United on why it could be Formula 1's key untapped market.

Drive to Survive and F1 Academy have transformed who follows Formula 1. Racing United on the rise of women in motorsport and what it means for brands.

Formula 1 has become one of the world's most powerful marketing platforms. Racing United on the audience growth, sponsorship boom and reach drawing brands in.

How the FIA WEC went from shrinking grids to eleven manufacturers by 2027, and what the Hypercar era's revival means for brands in endurance racing.