How Much Does Lenovo Pay To Sponsor F1 (Formula One)?

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It is not unheard of that Formula One has a huge fanbase, especially in the current times. This fandom was amplified by the release of Formula one centric documentaries and series like “Drive to Survive”.

Formula One saw a sharp increase in the number of fans after the release of such documentaries, so much so that in the 2021 Grand Prix, 400 000 people showed up for the race. This meant that Formula One has been and is attracting a diverse range of fans from different countries, ethnicities, cultures, and more.

This diversity of fans automatically meant that Formula One is also attracting much larger brands and companies for its sponsorships. One such example is the sponsorship partnership with the Chinese company Lenovo. With Formula One’s interest in researching and building new technology, Lenovo seems the right kind of brand.

Table of Contents

Lenovo Tech World 2022: Sustainable Solutions with Formula 1.

How much does Lenovo pay for F1 sponsorship?

Constant research and rigorous invention for the advancement of technology are the core factors of Formula One. So is the case with Lenovo. Being one of the forefront members in researching and innovating different technological prospects, Lenovo has found itself participating in and sponsoring many different kinds of sports. Among those sports, Formula One is the most prominent.

Lenovo became the official partner for Formula One back in March 2022 by signing a multiyear deal. The deal is said to be worth twenty million dollars that are to be sponsored by Lenovo every year till the end of the partnership.

Key takeaways

  • Lenovo became the official partner for Formula One back in March 2022 by signing a multiyear deal.
  • The deal is said to be worth twenty million dollars that are to be sponsored by Lenovo every year till the end of the partnership.
  • The deal formed between the two franchises is said to state that Lenovo will be sponsoring two races in the British Grand Prix and the French Grand Prix.
  • Lenovo has also joined Formula One’s agenda to provide opportunities for the under-represented group.
  • Lenovo’s hardware and advanced server solutions and computing performances will be integrated into the system of Formula One which will enable the fans to have a much better experience while watching F1 events.
lenovo sponsor f1

How many years has Lenevo sponsored F1?

The Chinese brand Lenovo has had a distinguished persona when it comes to building technology. The brand has seen itself being quite involved with many different kinds of sports, the most notable of them being Formula One. Lenovo and Formula One joined hands on the 10th of March 2022 by becoming the official partner of Formula One and signing a multi-year deal that is estimated to be worth twenty million dollars every year.

Does Lenovo have any partnership with Formula 1 besides sponsorship?

Lenovo will be sponsoring two races at the British and French Grand Prix in the year 2022 and three races in the year 2023. The multi-year deal between the two franchises is reported to be worth twenty million dollars. Apart from sponsoring just the track space of Formula One, Lenovo will also be providing the motorsport franchise with PCs, hardware, advanced server solutions, and computing performances.

Does Lenovo sponsor any F1 teams?

Lenovo sponsored the McLaren team of Formula One back in 2009. The deal provided McLaren with PCs and notebooks at the headquarters and racetracks of Formula One. In return, Lenovo’s technology was integrated into the engineering operations of McLaren.

After the one-year deal with McLaren, Lenovo switched to sponsoring the team Williams from the 2010 season. Lenovo was offered a prominent on-car advertisement by the team Williams. However, after a period of two years, Lenovo switched back to sponsoring McLaren. The deal was said to be somewhere around sixteen million dollars.

Biggest Formula One partners and sponsors

SponsorEst. 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 MotorsportN/A
Ferrari TrentoN/A
Lenovo$20 million
Liqui MolyN/A
ZoomN/A
188BetN/A
WorkdayN/A
Drive coffeeN/A
HerjavecN/A
AlphaTauriN/A
Read more about all Formula 1 sponsors

Such a big sport as Formula One needs large companies and brands to sponsor its events so that it could maintain its glory and remain a high-class luxury sport. The brands sponsoring Formula One successfully formulate a mutually beneficial relationship that not only helps Formula One but also allows the brand to be advertised amongst hundreds of thousands of fans from all around the globe. 

Down below, is a list of a number of companies and franchises that sponsor Formula One.

Aramco

You might have not heard of the company, but you must have used its product at least once in a lifetime. Aramco is the biggest oil-supplying company in the world. According to the statistics, every one in eight barrels of oil belongs to the Aramco company. It is one of the largest Saudi Arabian chemicals and energy companies. Aramco joined hands with Formula One in 2020 and is the oil company’s first global sponsor. The deal is said to be worth 450 million dollars.

Crypto.com

Crypto.com is the fastest-paced crypto-based company. The company provides commendable features that secure the privacy, security, and compliance standards of crypto users. In return for a trackside appearance in Formula One events, Crypto.com signed a hundred million dollars worth five-year deal with Formula One.

DHL

With thirty-five-plus years of experience in motorsports, DHL is the global logistics partner of Formula One. DHL is one of the biggest shipping companies in the world that ensures the shipment of its client’s freight in the shortest time possible. 

For quite a few years, DHL is responsible for the shipment of 2000-plus ton freight of Formula One cars, racetrack essentials, hospitality equipment, and more. To further accentuate the relationship of DHL with Formula One, they formed a partnership deal with them.

Emirates

For over eight years, Emirates has been sponsoring Formula One sports. Both franchises signed a deal in 2013 that is reported to be worth twenty-five million Euros per year.  However, Emirates ended the deal with Formula One in the 2022 season as the motorsport company was demanding double the price of sponsorship that the airline company was offering.

Heineken

Heineken is a world-renowned brand when it comes to beer. The company signed a sponsorship deal with Formula One in 2017 and is the event title partner in 3 Formula One Grand Prix events. The sponsorship is reported to be worth three hundred and thirty-seven million dollars. 

Pirelli

Since 1907, Pirelli has been mastering the art of supplying the best quality tires. Pirelli has a deal made with Formula One from the 2011 season to the 2024 season that it will be the sole tire supplying company for Formula One.  Pirelli is reported to sponsor three hundred and eighty-one million dollars per year to Formula One.

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 a world-renowned cruise and shipping company. It is among the best cruise companies in Europe. The franchise is known for its constant innovations in order to provide its customers with a better, excellent, enthralling, and joyous journey.

MSC Cruises and Formula One joined hands back in 2008. Their mutual interest in constant and rigorous innovation in modern-day technology led to MSC Cruises being the official cruise partner for the motorsport franchise. The 2008 agreement was thought to be worth twenty million dollars. 

However, in the March of 2022, the sponsorship deal was renewed, which now stretches from the 2022 season to the one that will be held in 2024. The estimated worth of that deal is thought to be somewhere between twenty-seven million dollars and thirty-two million dollars per year.

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

Amazon Web Series advanced technology is responsible for producing any and all the graphics used in Formula One.

Lenovo

Lenovo is a Chinese brand that has had a distinguished persona when it comes to building technology. Lenovo and Formula One joined hands on the 10th of March 2022 by becoming the official partner of Formula One and signing a multi-year deal that is estimated to be worth twenty million dollars every year.

The main agenda of Lenovo and Formula One to join hands is that they want to combine sports with advanced technology to further push the boundaries of the limitations of the respective fields. The deal is aimed at the involvement of Lenovo’s technology in the Formula One franchise, at the organisation’s base, and during the races.

Conclusion

Technology has always had a strong relationship with motorsports. This is why it is much more likely that the pact made between Lenovo and Formula One will hopefully last quite a long time. The amalgamation of Lenovo’s insight into producing next-generation technology will help Formula One to provide a much better experience to its fans.

Article sources

Lisette Holm
Lisette Holm
Lisette Holm is a Formula 1 expert who has not missed a single Grand Prix in the last 4 years. She is one of the founders and her job at Formulapedia.com is to educate others who are interested in F1 in order to raise their level of knowledge. Lisette cheers on Mercedes AMG-Petronas.

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