F1 year-end 2025 revenue increased 14% to $3.9 billion. F1 is expected to surpass $3b in sponsorships this year. This is up 15% from approximately $2.5b billion sponsorships in 2025 with a year-end revenue to meet/succeed $4 billion.
How is this happening? F1 are expanding their market footprint to focus on GenZ. Lower income starting point but a way to create new fans that can increase their spend over time. A lot of the money is coming from fashion collabs.
Charles Leclerc for PUMA x Nahmias (2026)
Admin needs that first frame 😮💨 pic.twitter.com/mbhfkw9qd1
— Athlete Vanity (@AthleteVanity) April 8, 2026
Charles Leclerc models for L.A. menswear brand Nahimas. The collection is being fronted by Renowned Dunce, British Formula 1 driver and three-time World Drivers Champion Sir Jackie Stewart.
German sportswear brand Adidas has launched adidas X Audi Revolut F1 Team Unveil Miami Collection – Born From Football Nostalgia, Built For The Paddock expected to net Audi €25m.
Gabrielle Bortoletto, Nico Hulkenberg
idgaf about audi but this is pretty – audi/adidas for miami
Teenage retailer Aéropostale drops a second F1 collection (first was 2025) as part of an effort to bring F1 to GenZ at an affordable price per entry to increase its fan base. It focuses on F1 the brand instead of invidiual teams.
idk. it’s fine.
Pottery Barn Kids and Pottery Barn Teen were not to be excluded. They had bedding/bedroom collections in 2025 and they are still available
teenage bedding is grey bc teens are moody
nahimas
adidas announcement
aéropostale f1
pb kids
Pottery Barn Teen
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