The highest category of motorsport seeks to reach different areas in the market, with the aim of reaching more people. For this reason, Formula 1 has signed new contracts with high-value companies worldwide. Among them are: Lego, Santander bank, LVMH group, Hot Wheels and Lenovo.

The partnership between LEGO begins in 2025, with a multi-year contract. The main idea is to offer F1 content for all types of audiences, children and adults. LEGO will launch new sets, which will include all the cars in the category. The toy company will have a wide presence in fan zones and other spaces to provide a greater experience to fans. Additionally, they will launch different digital content.

After announcing the end of his contract with Scuderia Ferrari, Santander Bank the spanish company signs a contract with Formula 1. A 5-year contract that will begin in 2025. Santander is going to be the main sponsor of 8 races next season, among them the Spanish Grand Prix.

On the other hand, with the end of the contract between the category and Rolex. A 10-year contract is signed with the LVMH group. Group to which brands such as Louis Vuitton, Moet Hennessy and TAG Heuer belong. These well-known brands will be sponsors of the category.

Bernard Arnault's company will make an investment of 1 billion dollars. The agreement between LVMH and Formula 1 goes beyond a simple sponsorship, it seeks to be an immersive experience in which the group's luxury brands are present in all aspects of the event. From premium drinks at the Paddock Club to high-end fashion products. Motorsports media reports.

Hot Wheels joins the top category with a multi-year contract, starting in 2025 . The toy brand will have the license to create products with the theme of the great circus. This means that F1 will have its own toy cars in 1:64 scale. Additionally, it will include cars from the different teams on the grid, items for collectors, and they will also be present at the grand prizes to make adults and young people enjoy.

Another of the last collaborations announced was with Lenovo. The technology company becomes one of the official sponsors of the top category.

“Today a new chapter opens in an association that will continue to grow strongly. I look forward to working with Lenovo and using our shared commitment to precision, innovation and sustainability to ensure that Formula 1 remains the most technologically advanced sport in the world for years to come.” Said Stefano Domenicali, president and chief executive officer at Formula 1.

With these alliances, Formula 1 ensures expansion in the market including well-known brands around the world and that will provide great visibility in any field.