Aston Martin has one sponsor retained with one new joining for F1 2025, as Visa Cash App RB and Ferrari add one each as well.
Aston Martin –
The Aston Martin Aramco Formula One Team today announced an elevated, multi-year partnership renewal with ServiceNow, the AI platform for business transformation, reinforcing our shared vision to drive innovation and enhance operations across the business. Since partnering in 2023, ServiceNow has helped streamline processes across the AMR Technology Campus and trackside by automating IT and facilities requests, centralising the employee experience, and boosting data analytics to accelerate decision-making.
ServiceNow powers Aston Martin Aramco by connecting its people, processes, data, and workflows all on one platform, allowing employees to focus on what matters most – performance on the track. The enhanced partnership will further integrate ServiceNow’s advanced technology into the team’s HR and Finance functions, unlocking greater efficiency and empowering the team to make data-driven decisions that fuel sustained success.
As part of the renewal, ServiceNow branding will feature prominently on key areas of the AMR25, and, for the first time, on driver race suits throughout the 2025 season. Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco Formula One Team, said: “ServiceNow is a leader in business transformation, and we are thrilled to continue working together as we transition into a long-term partnership with them. Their advanced technology is set to revolutionise our team’s operations, and I look forward to seeing it develop as we head into the 2025 F1 season.”
Colin Fleming, Chief Marketing Officer at ServiceNow, said: “Formula One and ServiceNow share the same DNA – precision, speed, and innovation – so extending our partnership with the Aston Martin Aramco Formula One Team is a natural next step. We’re excited to see how our technology is helping the team to work faster, more efficiently, and ultimately reach peak performance. Together, we’re pushing the limits of what’s possible, both on and off the track.”
The Aston Martin Aramco Formula One Team is proud to announce Coinbase, one of the world’s leading platforms for buying, selling, and managing cryptocurrency, as their Official Crypto Partner. Founded in 2012, Coinbase plays a key role in making crypto more accessible and secure for users worldwide. Currently over 560 million people own cryptocurrency globally.
The multi-year partnership aims to amplify Coinbase’s mission of demonstrating crypto as a key to greater economic freedom globally. It will also communicate Coinbase’s aim to make it easy for anyone to engage with cryptocurrency today. For example, with Aston Martin Aramco, the partnership will be paid entirely in USDC, a stable digital currency designed to be pegged 1:1 to the U.S. dollar. This marks the first time any Formula One team has publicly announced the full payment of a partnership with a stablecoin like USDC.
As part of the partnership, Aston Martin Aramco will explore bringing fan engagement opportunities onchain. Coinbase branding will debut on the halo and rear-wing end plate of the AMR25 throughout the season, as well as on drivers Fernando Alonso and Lance Stroll’s racing suits.
Jefferson Slack, Managing Director of Commercial, Aston Martin Aramco Formula One Team, said: “This partnership shows the trust and confidence we place in Coinbase’s expertise as a leader in digital finance. By transacting this deal fully in USDC, we’re signalling our commitment to innovation, building a sustainable, forward-thinking relationship with Coinbase.”
Gary Sun, Vice President, Marketing, Coinbase said: “This is a huge milestone for Coinbase, marking the first time we’ve invested in a sports partnership entirely in cryptocurrency. It is also our debut in Formula One, and we are excited to embrace an industry that equally values pushing the boundaries with transformative ideas and technology. We look forward to building on this collaboration with Aston Martin Aramco as we strive for greater economic freedom globally.”
Visa Cash App RB –
Visa Cash App Racing Bulls has today announced its partnership with the world’s largest online student housing marketplace, Student.com for the 2025 season and beyond. Student.com is part of The Dot Group (“Dot”), the pioneer in global student living focused on shaping a better future across the entire student economy. In a student-industry first, the partnership aims to launch bold initiatives by creating one-of-a-kind experiences for an ever-growing and rapidly expanding Gen Z fanbase.
With a shared passion to inspire, educate and engage the next wave of motorsport fans, the partnership accelerates access and opens the world of motor racing to a new generation, aligning to VCARB’s focus on expanding its reach to the global Gen Z audience. With VCARB’s fanbase being the youngest in the sport, their targeting of Gen Z goes side by side with Student.com’s passion of embracing technology to connect and support students through their higher education journey.
With 240m students in the world today, Student.com and the broader Dot Group are on a mission to support them and be the platform students trust and depend on. With access to real-time market intelligence, and a shared ethos of pushing boundaries, together Student.com and VCARB will captivate the student audience through targeted digital channels, student brand activations and events, merging an innovative approach with the sport’s iconic status.
The Dot Group has a massive global presence in over 35 countries and Student.com has a growing platform across 400 cities globally. Dot’s global brand and student housing operator, Yugo, is also confirmed as the exclusive student housing operating partner of VCARB with spaces in over 100 cities worldwide.
Peter Bayer, Chief Executive Officer, Visa Cash App Racing Bulls said: “We are thrilled to announce our partnership with Student.com. At VCARB, we are committed to supporting and inspiring the next generation, both on and off the track. This partnership with the wider Dot group allows us to connect directly with young, ambitious individuals who share our passion for excellence, innovation, and determination.”
Nicholas Porter, Founder & CEO, The Dot Group, shared: “This is a phenomenal partnership with VCARB for Student.com, Yugo and the broader Dot group. We know students, they are the priority in everything we do with their passion for life and education. Dot’s spirit of innovation and pioneering drive is perfectly aligned with VCARB, their key sponsors and their target audience to engage with Gen Z fans. The possibilities are endless in what we can achieve together, and we are excited to get started this season.”
Rupert Spiegelberg, CEO of Student.com, said: “This marks another pivotal moment for Student.com, our students, and partners. For over 14 years, we’ve been connecting with students with the best places to live, this partnership with VCARB will supercharge our combined reach worldwide and accelerate our ambitions for the future.”
Ferrari –
Scuderia Ferrari HP is pleased to announce a new partnership with Ambipar, a global leader in environmental solutions, as a Team Partner. This collaboration reinforces Ferrari’s commitment to sustainability and its goal of achieving carbon neutrality by 2030. “The environment and education are fundamental to our future, and this new partnership with Ambipar underscores the commitment of Scuderia Ferrari HP to the sustainability field,” commented Lorenzo Giorgetti, Chief Racing Revenue Officer.
“We are enthusiastic about to collaborate with a global leader in environmental solutions, as we believe that such collaborations are essential for promoting change.” Through this alliance, Scuderia Ferrari HP will integrate innovative environmental solutions, furthering its mission to lead in sustainability within motorsport.
Here’s Aston Martin undertaking TPC run
Here’s Andy Cowell on 2026 and beyond
Here’s Fernando Alonso driving his Aston Martin Valkyrie
Here’s Fernando Alonso on 2024 and 2025
Here’s VCARB retaining XMTrading
Here’s news on Visa Cash App RB drivers testing in Imola
Here’s Visa Cash App RB partnering with Yard Sale Pizza
Here’s Laurent Mekies on Visa Cash App RB step
Here’s Ferrari naming junior members
Here’s Ferrari testing with Pirelli
Here’s Ferrari naming reserve
Here’s details of TPC run in Barcelona
Here’s link to a F1 Discord channel, join in to interact
[The story is as per press release]
