In 2026, the Formula 1 paddock presents a new aesthetic, where the logos of health and wellness technology brands compete with traditional banking and energy logos. This trend reflects the growing interest of teams and their fans in physical and mental well-being, with several strategic partnerships underway.
This year, three teams have formalized their agreements with wellness brands. Ferrari launched its commercial campaign with WHOOP, a fitness wearable devices company that has placed its logo on the car and on the drivers’ attire. Aston Martin has added the sleep technology company Eight Sleep and the energy drink Celsius to its sponsorship portfolio. Meanwhile, McLaren signed an agreement with the hydration brand Liquid I.V. ahead of the Miami Grand Prix.
Partnerships in the F1 world are on a constant rise. According to “SponsorUnited,” the value of F1 team sponsorship reached $2.54 billion in 2025, a 22% increase compared to the previous year. In this context, well-funded wellness companies have found their opportunity to stand out. WHOOP was valued at $3.6 billion in 2021, and Eight Sleep raised $100 million last year.
All these agreements focus on improving performance. “In Formula 1, performance is the result of small improvements accumulated over the entire season,” said Jefferson Slack, commercial director of Aston Martin, adding that “sleep is a critical factor for performance.” Lorenzo Giorgetti from Ferrari emphasized that WHOOP will allow for a broader focus on data, including also team personnel.
The products and services are not only aimed at the drivers, but also seek to enhance the performance of mechanics and engineers. The collaboration with WHOOP has improved the health status of Ferrari’s personnel, and Eight Sleep‘s solutions are designed with the travel difficulties and time zone changes faced by teams in mind. As demonstrated by the recent triple set of consecutive races, this support is essential.
Moreover, wellness brands want to connect more deeply with fans. Celsius and Aston Martin have taken their running club to cities like Melbourne, Miami, or London, where tickets for a 5 km race in Regent’s Park sold out quickly. Liquid I.V. relaunched its promotional activity to fans during its collaboration with McLaren in Miami.
However, these partnerships can be timid. Without a long-term commitment, many brands frequently switch teams. Celsius established a collaboration with Ferrari from 2023 to 2025, before moving to Aston Martin. Dr. Kristen Holmes, who leads the collaboration between WHOOP and Ferrari, has confirmed that the team’s performance, rest, and stress levels have improved. Although these improvements may not immediately reflect on the track, a healthier team can make their support easier.
Ultimately, these companies bet that fans want to get involved in their routines, just as the competition does, and with a positive response in promotional activities, they may be right.
Written by FormulaRapidaAI
