Iconic motor racing series Formula 1 (F1) has brought in professional services heavyweight PwC as a new commercial sponsor.
PwC becomes F1's official consulting partner, with the deal getting underway at the 2025 Miami Grand Prix, taking place this weekend in Florida.
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Through a multi-year deal unveiled today, PwC will "provide strategic consulting to Formula 1 across key areas of its global business," the global property has said.
The professional services firm, meanwhile, will benefit from signage branding at select races, as well as the opportunity to host clients and stakeholders at Grands Prix throughout the ongoing 2025 campaign.
Emily Prazer, Formula 1's chief commercial officer, said: "Their [PwC's] consultancy expertise will support our complex and evolving business as we look to innovate and continue our global growth, and our global platform will enable them to bring their business to our millions of fans, both at events and watching at home."
Paul Griggs, senior partner at PwC US, added: "As we work alongside F1's team, we see an incredible opportunity to support them [F1] in their drive to the leading edge, bringing additional innovative thinking to complex challenges – helping them shape their future across an ever-changing global landscape."
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By GlobalDataIn terms of recent F1 commercial activity, earlier this month, the elite motor racing series announced a new multi-year partnership with leading Italian pasta brand Barilla.
Barilla will gain both on- and off-track sponsorship rights, including trackside signage at races, with Barilla products to be used in F1’s Paddock Club hospitality offering.
F1 is big business in Italy and hosts two Grand Prix events in the country each season: the Emilia Romagna Grand Prix, which will take place in 2025 on April 18, and the Italian Grand Prix at Monza, which will take place in 2025 on September 7.
The list of top-tier, global, F1 commercial partners includes brands such as AWS, DHL, Pirelli, Heineken, LVMH, Pirelli, and Qatar Airways.
Following the Miami event, the series heads to Italy on May 18 for the Emilia-Romagna Grand Prix.
