Forbes

Jim Beam whiskey, Belvedere vodka and Glenmorangie Scotch are among the major alcohol brands that are racing to ink sponsorship deals with Formula One, as the motor racing league draws in a record-breaking fanbase due to rising interest from the U.S. market, women and Gen Z.

F1 has a global fanbase of more than 826 million, an increase of 90 million new fans in 2024, and the U.S. market alone saw a nearly 11% increase in viewer interest, according to data released by analytics firm Nielsen Sports.

Brands say they are drawn to the league’s long season, an opportunity to launch hyper-local activations in markets ranging from Singapore to Monaco to Miami and the cachet that the league has earned from Netflix’s “Formula 1: Drive to Survive” documentary series and Apple Studios’ “F1” movie that debuted in June.