Formula One is the top-most motorsport in the world. It has an avid fan following of hundreds of millions of people from almost every country, city, ethnicity, and more. With such a fan following, the sport does require hefty amounts for it to continue to support the glamor and enthrallment that it executes.
Hence, Formula One is sponsored by many top-tier brands. However, it is not just Formula One that reaps all the fruits, the brands benefit from these sponsorships as well. They get a chance to reach and outsource their products to millions of customers which will increase their sales exponentially.
Among such brands is Emirates. Emirates is one of the biggest and top airlines in the world. It is also among the ultimate representations of the UAE flag in the world. The airline sealed the deal with Formula One in 2013. They have been sponsoring the sport for over eight years now. It is reported that Emirates pays twenty-five million Euros a year to Formula One.
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Watch this video to learn more about sponsors in F1.
How much does Emirates pay for F1 sponsorship?
The word Emirates stands for an Emir that is a high office holder in the Arabic language. The Emir basically looks after and rules a territory. In the same way, the airline rules the world of skies by having many of its air buses travel around the blue sky carrying hundreds of passengers every day. The airline is a symbol of class, luxury, and speed. It has a reach to almost every country in the world.
To brand such a high-class organization, the mode of branding should also be top-tier in itself. Hence, it is no wonder that an airline like Emirates would choose Formula One for its ultimate mode of branding. The two have been working together since 2013, each benefitting from the other. Emirates benefits the sport by sponsoring hefty amounts and the sport benefits the airline by providing it with potential customers.
The partnership of more than eight years has led Emirates to sponsor more than 30 billion dollars in Formula One with a reported amount of twenty-five million Euros a year.
Key takeaways
- Emirates signed a deal with Formula One in 2013 and became the official airline partner of the motorsport franchise.
- The sponsorship is expected to be twenty-five million euros per year.
- According to the reports, more than 30 billion dollars have been given to Formula One by Emirates since the start of their deal.
- However, this dealership will end in 2022 as Formula One is asking to double the sponsorship amount, which Emirates is not agreeing to fulfill.
How many years has Emirates sponsored F1?
Formula One has been holding its races at different tracks in multiple different countries each year. This requires the crew members, staff, support staff, drivers, and most importantly, the fans to travel almost all around the world so that they can see their favorite teams drive in person.
For this reason, it was inevitable for a shipping or a traveling brand to partner and sponsor the motorsport. This is why a brand like Emirates stepped up to sponsor Formula One in 2013 due to the mutual interests of both parties. Emirates benefits the sport by sponsoring hefty amounts and the sport benefits the airline by providing it with potential customers.
From the year 2013 till the end of the 2022 season, Emirates has been sponsoring fifteen races every year. The airline is the global partner of Formula One. However, Emirates does not sponsor races in Bahrain, Monaco, Melbourne, and Abu Dhabi because Formula One already has other prominent airline brands sponsoring the motorsport.
The airline franchise has received potential benefits from sponsoring the motorsport in the form of branding and market opportunities. It has received so through advertising the sides of the tracks, fan zones, hot laps, and race title deals. Plus the brand also arranged VIP customer service for the fans at the Grand Prix events, further increasing its market opportunities.
Has Emirates ended its sponsorship with Formula One?
Emirates stopped sponsoring Formula One after the 2022 season. Emirates has ended its deal with Formula One after the partnership of eight years. The deal signed between the two brands in 2018 will expire at the end of the 2022 season, and no news has been heard of the airline extending or renewing the deal.
This deal has ended because Formula One is demanding a fat sum of money from the airline brand, which Emirates is not ready to offer. It has been reported that Formula One was asking for double the amount of twenty-five million dollars, which was the predetermined amount of the previous deal, for the next deal. Hence, Emirates ended its deal with Formula One with no sight of reconciliation between the two brands.
The fusion of two of the most successful franchises in the world always leads to fruitful benefits. This is exactly the case with Emirates and Formula One. The partnership between the two from 2013 to 2022 has led to bountiful benefits for both franchises. Unfortunately, this partnership could not last much longer and will be ended in the upcoming 2023 Formula One season.
Does Emirates have any partnership with Formula 1 besides sponsorship?
Emirates has been the global partner of Formula One since 2013. Throughout the eight years of the deal between the two brands, Emirates has sponsored any sides of the tracks, fan zones, hot laps, and race title deals. Apart from this, Formula One has no other partnership with Emirates.
Does Emirates sponsor any F1 teams?
Emirates has been known to sponsor at least fifteen of the Formula One races every year along with title deals, track sponsorships, and more. However, the brand has not been known to sponsor any Formula One teams on an individual basis.
Biggest Formula One partners and sponsors
| Sponsor | Est. sponsored amount per year |
|---|---|
| Aramco | $40-45 million |
| Crypto.com | $20 million |
| DHL | $30 million |
| Heineken | $50 million |
| Pirelli | $30 million |
| Rolex | $45 million |
| MSC Cruises | $30 million |
| Salesforce | $30 million |
| AWS | $10 million |
| BBS Motorsport | N/A |
| Ferrari Trento | N/A |
| Lenovo | $20 million |
| Liqui Moly | N/A |
| Zoom | N/A |
| 188Bet | N/A |
| Workday | N/A |
| Drive coffee | N/A |
| Herjavec | N/A |
| AlphaTauri | N/A |
| Read more about all Formula 1 sponsors | |
If you have been following Formula One for quite some time, you must have noticed banners and signs of different brands displayed along the Grand Prix zones of Formula One. These banners are of the brands that have sponsored Formula One. The more representation a brand has in the Grand Prix event, the larger the amount the brand has sponsored Formula One with.
Different brands sponsor Formula One because, through this worldwide watched sport, they have an opportunity of presenting themselves among millions of different people. Thus, attracting and engaging many new customers. Down below, there’s a list of different brands that sponsor Formula One.
Aramco
With a central belief that there is energy in every opportunity and every opportunity is energy, Aramco is the largest chemical and energy company in the world. It is the largest oil supplier in the world. According to the statistics, every one in eight barrels of oil in the world is supplied by Aramco.
The company invests in sustainable and long-term energy as they have the vision to supply energy to every class of people. Apart from investing in long-lasting energy resources, Aramco also invests in technological research and invention projects such as the Formula One events.
The company became the global partner of Formula one 2020 and was the title sponsor of that year’s Formula One Grand Prix events. Aramco is among the biggest sponsors of Formula One.
Crypto.com
With more than ten million customers on board, Crypto.com is the world’s largest cryptocurrency platform. Security, privacy, and compliance are the core foundation of the company. On a Tuesday in 2021, the company made a five-year deal with Formula One which is worth a hundred million dollars. In return, Crypto will get a trackside appearance and presence in all Formula One events.
DHL
DHL is the global logistics partner of Fula One and has an experience in motorsports for more than thirty-five years. It is one of the biggest shipping companies around the world ensuring the shipment of your freight in the shortest time possible. They are known for their exceptional speed in delivering the freight, a quality that perfectly matches that of Formula One cars.
For over sixteen years, DHL has been responsible for the shipment of Formula One cars, racetracks, replacement parts, hospitality equipment, marketing, and more. It is estimated that they transport more than 2000 tons of freight at every Grand Prix. The mode of transport usually used is land, sea, or air.
DHL also sponsors some interesting awards at Formula One like DHL Fastest Pit Stop Award and DHL Fastest Lap Award. These awards help recognize the spectacular performances done by drivers and their team members. Apart from this, DHL is also the first official partner for the Formula One Esports series.
Emirates
With a route covering 85 countries on six continents, Emirates is the largest airline company in the world. The company signed a deal with Formula One in 2013 and has been sponsoring the sport for over eight years now.
From the year 2013 till the end of the 2022 season, Emirates has been sponsoring fifteen races every year. The airline is the global partner of Formula One. However, Emirates does not sponsor races in Bahrain, Monaco, Melbourne, and Abu Dhabi because Formula One already has other prominent airline brands sponsoring the motorsport.
However, Emirates has ended its deal with Formula One after the partnership of eight years. The deal signed between the two brands in 2018 will expire at the end of the 2022 season, and no news has been heard of the airline extending or renewing the deal.
Heineken
Many Formula One fans like watching the enthralling game of Formula One with a cool beer in their hand. Hence, a world-famous brand of beer like Heineken, who supplied beer in more than 192 countries had to step up in becoming the sponsor for Formula One. In 2017, Heineken became the global sponsor of Formula One. The brand has renewed its deal starting from the year 2023 which is worth a whopping 337 million dollars.
Pirelli
Pirelli is one of the biggest tire companies in the world supplying the best quality tires since 1907. The company has signed a contract with Formula One which will expire at the end of the 2023 season. However, the extension of this deal is expected.
Rolex
Rolex has been the official timekeeper, timepiece, and global partner of Formula One since 2013. It has been estimated that Rolex sponsors Formula One with 45 million dollars every year.
MSC Cruises
MSC Cruises is the third-largest cruise franchise in Northern America, Asia, Europe, and Southern Africa. The franchise is known for providing its customers with an enriching and immersive experience which is inspired by their European heritage.
The franchise is the official cruise partner of Formula One. It also shares the same interest as Formula One, which is to make both of the brands carbon-neutral by 2050. Hence, the contracts signed by them contain the rules and plans that both franchises will follow so that they can achieve their eco-friendly mission.
Salesforce
Salesforce is a CRM platform that allows its customers to work from anywhere in the world. The company has signed a five-year deal with Formula One that is worth 130 million dollars. Just like MSC, Salesforce also hopes to make its brand carbon-neutral by 2030.
AWS
Any Graphics used in Formula One events are provided by the Amazon Web Series. The company’s advanced technology and machinery are being used by Formula One events to stream its live races so that their fans could have a much better experience. The 2022 Canada Grand Prix, was and will be known as the Formula One AWS Grand Prix Canada.
Lenovo
Lenovo is a Fortune Global 500 company worth 60 billion dollars delivering its products in more than 180 different countries.
Lenovo has a vision of delivering smart technology that will help power its customers through its devices, infrastructure, solutions, software, and services so that it can help create a more trustworthy, inclusive, and sustainable digital society for millions of its customers.
The company signed a multi-year deal with Formula One in March 2022 making Lenovo an official partner for the upcoming seasons. The deal includes using Lenovo’s cutting-edge technology in Formula One as a means to combine sports with advanced technology.
Conclusion
The fusion of two of the most successful franchises in the world always leads to fruitful benefits. This is exactly the case with Emirates and Formula One. The partnership between the two from 2013 to 2022 has led to bountiful benefits for both franchises. Unfortunately, this partnership could not last much longer and will be ended in the upcoming 2023 Formula One season.
