Team-by-team availability, incumbent conflicts and indicative cost for brands selling business systems, ERP, enterprise software and B2B technology into the Formula 1 paddock.
Prepared by Mark Dolan · World Sports Advertising · August 2026
The 2026 regulation reset turned Formula 1 into a live enterprise deployment. Sponsorship in this category is no longer a logo on a sidepod — it is a deployed contract with a marketing wrapper.
Title sponsor slots now held by technology or fintech brands — Oracle, HP, Mastercard, Revolut, Visa Cash App.
New AI and enterprise software partnerships signed across the grid in six months.
Estimated combined annual value of the technology title tier alone.
Buyers in this category are proven. Oracle, SAP, IFS, Workday, ServiceNow and Atlassian have all validated the model, which makes an internal business case far easier to land than in a category with no precedent.
Six of eleven teams have already sold the seat. The remaining inventory sits in the lower half of the grid, and pricing there has not yet inflated to match the top four.
Teams marked closed already carry an ERP or enterprise systems partner in seat. Conditional teams have no ERP incumbent but a live conflict to clear first.
No ERP partner. Smallest portfolio on the grid.
Works entry. No ERP partner in seat.
No ERP partner. Group-level check needed.
No ERP incumbent but a congested tech roster.
Microsoft exited after 2025. Runs Dynamics internally.
SAP Cloud ERP as the team's digital core.
Oracle title partner including Fusion Cloud Apps.
Workday, Google Cloud, Dell, Cisco, Splunk.
ServiceNow and UKG in seat, plus Cognizant.
Atlassian title partner. Anthropic on strategy.
IFS official technology partner. Full ERP stack.
Six of eleven teams are out on incumbent conflict alone. The open inventory is all lower-grid.
Every team on the 2026 grid, its category status, the incumbent position blocking or clearing it, and the annual price expectation at partner level.
| Team | Category status | Incumbent position / comments | Annual price expectation | Term |
|---|---|---|---|---|
| Haas | Available | Cleanest slot on the grid. No ERP or business systems partner. Only tech names in seat are CommScope, Mphasis and Infobip, none of them in category. | €1.5–2m p/y min | 2 years min |
| Audi | Available | Works entry, first full season. No ERP partner. Extreme Networks and ninjaOne sit in IT infrastructure, not business systems. Check VW Group vendor relationships at parent level. | €1.5–2m p/y min | 2 years min |
| Racing Bulls | Available | No ERP partner. Siemens, Dynatrace and Confluent are adjacent but not in category. Commercial is run by Red Bull staff, so an Oracle group conflict needs clearing first. | €1.5–2m p/y min | 2 years min |
| Alpine | Possibly available | Microsoft exited after 2025 and reopened the seat. Team still runs Dynamics 365 operationally, so a competing vendor has a displacement conversation to win. Avature, Cato Networks and IndraMind sit adjacent. | €4–6m p/y | 2–3 years |
| Ferrari | Possibly available | No ERP incumbent since HCL Software left for 2026, but HP is title, IBM holds fan data and analytics and DXC holds IT services. Category definition needs tight drafting to get a clean exclusive. | €12–18m p/y | 3 years+ |
| Mercedes | Not available | SAP Cloud ERP Private adopted as the team's digital core. Microsoft Azure added for 2026. HPE, AMD, Crowdstrike and TeamViewer also in seat. | — | — |
| Red Bull | Not available | Oracle title partner, extended multi-year in February 2026, covering Fusion Cloud Applications alongside OCI and AI. Category is fully owned. | — | — |
| McLaren | Not available | Workday in seat for finance and HR systems, alongside Google Cloud and Gemini, Dell, Cisco, Splunk, Smartsheet, Okta and Rubrik. No room in category. | — | — |
| Aston Martin | Not available | ServiceNow and UKG both in seat across enterprise workflow and workforce systems, with Cognizant on IT services and NetApp, Xerox and CoreWeave alongside. | — | — |
| Williams | Not available | Atlassian is title partner, which takes the enterprise software category outright. Anthropic embedded on race strategy, plus Keeper, VAST and Brillio. | — | — |
| Cadillac | Not available | IFS is official technology partner, running finance, procurement, supply chain, manufacturing and asset management. Deployed before the entry was even confirmed. | — | — |
Prices indicative · exclude activation and production
All three are lower-grid, which is why the entry point sits at €1.5–2m per year rather than the eight-figure numbers at the front. Minimum two-year term in every case.
The cleanest category position on the grid and the smallest partner portfolio by some margin, so a systems brand gets real prominence rather than being one logo of forty.
Works manufacturer entry with a first-season story to tell and a category still genuinely open. Strong industrial credibility for a manufacturing or supply chain software pitch.
Best social and content activation of the three by a distance, and no ERP partner in seat. Good option where the brief is reach and content rather than technical proof.
Neither has an ERP incumbent. Both need the category definition drafted tightly before anyone signs, or the exclusive is worth very little.
The strongest brand alignment available for an enterprise software company and the highest reach on the grid. HCL Software's exit for 2026 technically reopens the business systems seat.
The problem: HP holds title, IBM holds fan data and analytics, DXC holds IT services. A generic "technology" exclusive is unbuyable. The category has to be written narrowly around business systems to be worth paying for.
Microsoft's exit after 2025 opened a seat that had been closed for over a decade. Largest partner portfolio on the grid and a strong celebrity investor story for consumer-facing activation.
The problem: the team still runs Dynamics 365 for supply chain operationally. A competing vendor is buying a displacement conversation as well as a sponsorship, which is either the whole pitch or a dealbreaker depending on the brand.
Every one of these is blocked by a live enterprise systems incumbent, not by budget. Approaching them wastes cycles.
Cloud ERP Private adopted as the team's digital core, running inventory across 14,500 car components and cost cap compliance reporting.
Title partner since 2022, extended multi-year in February 2026. Fusion Cloud Applications sit inside business operations.
Official technology partner covering finance, procurement, supply chain, production and asset management from day one.
Finance and people systems, sitting inside the densest technology roster on the grid.
Enterprise workflow and workforce management both sold, with Cognizant on services.
Title partner takes the enterprise software category outright, with Anthropic embedded on strategy.
No longer a logo on a sidepod — a deployed contract with a marketing wrapper.
Standard inclusions at partner level. The B2B elements matter more than the branding in this category — that is where the deal pays for itself.
First approach. Cleanest category, lowest entry, fastest to close.
Best industrial fit if the pitch is manufacturing or supply chain software.
Only worth pursuing if the budget is real and the category can be drafted narrowly.
Prices are indicative, exclude activation and production, and are subject to team confirmation. Partner rosters accurate as at August 2026.
Every enterprise deal signed on the grid lifts the floor for the next one. WSA holds the relationships to open the conversation on any of the five live teams in this document.
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