Wellness partnerships target F1 teams and their increasingly engaged fans
Walk through the F1 paddock in 2026 and you will see logos for sleep trackers, hydration drinks and fitness wearables in places once reserved for banks, oil companies and tech giants. Three teams have signed wellness partners this year. Ferrari opened its commercial calendar in January with WHOOP, the fitness wearable brand's first move into F1, putting its logo on the car and the drivers' kit…
Wellness partnerships are increasingly targeting Formula 1 (F1) teams and their fans. This trend began this year, with three teams signing wellness partners. Ferrari partnered with WHOOP, a fitness wearable brand, for its commercial calendar in January, marking WHOOP's first entry into F1. Aston Martin added sleep technology firm Eight Sleep and energy drink brand Celsius, and McLaren signed hydration brand Liquid I.V. in April.
These deals are backed by substantial funding, with wellness-related technology and financial services generating significant revenue for F1 teams in 2025, despite traditional sectors like technology and financial services still dominating. Each partnership is sold on performance, with Aston Martin's commercial chief stating that sleep is a critical performance input.
The products are aimed at mechanics, engineers, and drivers alike. These partnerships offer fans a product they can purchase for themselves, making wellness a selling point for F1. While there are concerns about the short-lived nature of such partnerships, evidence suggests that a healthier team leads to improved performance on track, benefiting both the teams and their supporters.
Written by urgent.news from Motorsport.com's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
