F1 Eyes New Heights as Major Sponsor Extends Deal

Formula 1 has extended its partnership with MSC Cruises, securing a long-term sponsorship deal through 2030. The announcement was made in Monaco’s harbour on the deck of the Explora I, a €500 million cruise ship, with F1 CEO Stefano Domenicali and MSC Group’s cruise division chairman Pierfrancesco Vago both present.

MSC Cruises first strengthened its sponsorship connection to F1 ahead of the 2025 season and is now the title sponsor for three grands prix this year, including the Austrian, United States, and Sao Paulo events. Their collaboration also stretches to the Alpine F1 Team, where MSC serves as a major team sponsor.

Domenicali expressed enthusiasm about the renewed agreement, describing it as a sign of F1’s commitment to partnering with global industry leaders. He noted MSC’s wide-reaching influence in logistics, shipping, cruising, and healthcare, calling the company’s operations “incredible.”

Domenicali pointed out the importance of engaging with international brands, stating that working with partners like MSC Cruises helps F1 pursue its larger vision. Both parties highlighted how the partnership goes beyond traditional sponsorship, aiming to elevate the sport’s global presence and reach new audiences. F1 is also pushing for even greater engagement through brand partnerships.

Pierfrancesco Vago spoke about the shared values between MSC Cruises and Formula 1, noting a mutual passion and vision for innovation. He compared the advances in F1 technology to the progress MSC makes in its own industry.

Both leaders referenced the cutting-edge nature of their respective fields and the positive impact these advancements have on related sectors. For more on the technological evolution in Formula 1, see FIA’s official regulations.

MSC’s presence as a title sponsor at high-profile races brings significant visibility. The brand’s logo and promotional materials are featured prominently throughout each event, appealing to fans attending the races in person and millions more watching on television or online.

This partnership also enhances MSC’s collaboration with the Alpine F1 Team, where it supports on and off-track initiatives. For insights into team sponsorships in motorsport, visit Alpine’s official partnership page.

The latest agreement builds on F1’s recent trend of forging long-term collaborations with international companies. Multi-year deals are becoming more common, reflecting the sport’s goal to maintain steady revenue and secure operational support as it travels across the world.

Sponsorship agreements like this have played a major role in F1’s financial growth. Just last year, Liberty Media reported that the sport generated $632 million from sponsorships, a figure that has increased significantly from previous years. For deeper financial analysis, refer to Liberty Media’s investor relations.

As the 2025 season advances, F1 is pushing for even greater engagement through brand partnerships. Both F1 and MSC Cruises hope this extended deal will help bring additional excitement to fans, strengthen the sport’s global connections, and support new business and technology developments.

The continued support from major sponsors signals confidence in F1’s expanding presence and long-term future. To learn more about the economic impact of motorsport sponsorships, explore Harvard Business Review’s analysis.

John Martinez

John Martinez delivers real-time NASCAR Cup Series and Truck Series news, from live race updates to pit-lane strategy analysis. A graduate of the University of Northwestern Ohio’s Motorsports Technology program, he breaks down rule changes, driver tactics, and championship points with crystal-clear reporting.