- Monaco GP most valuable circuit for sponsorship value
- Ferrari and HP title partnership generated US$26.6m, highest of all teams
- TikTok offers best brand exposure performance on a per-post basis
Formula One delivered US$665 million in sponsor media value during the first half of the season, according to a study from Relo Metrics.
Across the first 11 race weekends of the season, Relo Census analysed live broadcasts across more than 15 countries and over 46,000 social media posts to determine the true value behind brand exposure.
Social media platforms provided greater brand value than traditional broadcast channels thanks to the high engagement that Formula One enjoys on platforms like Instagram and TikTok. Social media drove more than 63 per cent of the overall brand value in the sport, according to the report. That is despite broadcasters accounting for nearly 88 per cent of all total brand exposures in the first half of the season. In short, brand visibility does not automatically equal return on investment.
On social media, TikTok offered the best performance on a per-post basis, delivering an average of US$45,200 in value. Instagram, however, provided the best value overall at US$314.7 million so far this season.
While traditional broadcasters have driven just under US$250 million in sponsor media value, specific circuits provided more value than others.
The Monaco Grand Prix often draws criticism from fans for being processional, but its tight, twisty layout and slower pace make brand signage far more prominent than at other circuits. This contributed to Relo Metrics deeming Monaco to be the most valuable race for sponsorship so far.
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Another circuit to benefit in a similar manner was the Miami Grand Prix, which provided the best single day in total sponsor media value currently in 2025.
Arguably the greatest piece of sponsorship activation in sport this year, the Lego cars used in the drivers’ parade prior to the Miami race generated US$14 million in sponsor media value, largely thanks to huge social media engagement.
Formula One’s growth on social media is now so significant that the sport is projected to generate more sponsor media value across the 2025 season than the National Basketball Association (NBA), according to the study.
On the team front, it’s no surprise to see that Ferrari generated the most value for their partners on social media with an estimated post value of US$73.8 million. This leads the likes of McLaren (US$62.8 million), Red Bull (US$51 million) and Mercedes (US$39.6 million).
Ferrari’s title partnership with HP has generated US$26.6 million in value alone, far outstripping Red Bull and Oracle (US$15.2 million) and Mercedes and Petronas (US$12.9 million). McLaren is without a singular title partner, so Relo Metrics’ data does not include any estimations for its major partners like OKX, Mastercard or Google.
In total, title partners across the Formula One grid earned US$89 million in value, with social media platforms driving 83 per cent of that value, equating to US$74 million.
