Ferrari pulls in €820M sponsorship

Ferrari is selling far more than cars. The interesting part of its latest results is that the Formula 1 halo around the company keeps turning into real money — and a lot of it. On February 10, Ferrari said sponsorship, commercial and brand revenue rose more than 22% in 2025 to above €800 million, with management pointing to sponsorships, lifestyle activities, and better Formula 1 commercial revenue tied to its stronger 2024 championship result. ### What actually grew here? This was not just a good year for supercar deliveries. Ferrari split out a line called “sponsorship, commercial and brand revenues,” and that bucket crossed the €800 million mark in 2025. Ferrari tied the increase mainly to sponsorships and lifestyle activities, plus higher Formula 1-related commercial income. In plain English — the racing team, the brand, the merch, the experiences, and the partner network all fed the same revenue engine. (ferrari.com) ### Why does Formula 1 matter so much? Because Ferrari’s F1 team is not only a sporting asset. It is the loudest advertising surface the company owns. Every race weekend puts Ferrari in front of a global audience, gives sponsors a premium place to show up, and reinforces the luxury story that helps Ferrari sell road cars, licensing, and experiences. Ferrari said racing revenues grew in 2025 thanks to new sponsorships, and that Formula 1 commercial revenues also rose because Ferrari finished higher in the 2024 standings than the year before. (ferrari.com) ### Is the €820 million all F1 sponsorship? No — and that is the first thing to keep straight. Ferrari’s reported figure covers sponsorship, commercial, and brand revenues across the broader business. It includes racing-related income, but also lifestyle and brand activity. So the viral version of the story — “Ferrari F1 alone made €820 million from sponsorship” — overstates it. The real point is still huge: Ferrari has built an unusually large commercial flywheel around racing, and F1 is a central part of it. (ferrari.com) ### Why can this outgrow the race team itself? Because Formula 1 now has a spending ceiling on the car side. The FIA’s financial regulations cap many team costs, and the 2025 cap was built from a $135 million base with extra allowance for races beyond 21. Independent F1 reporting put the effective 2025 limit around $140.4 million. That means a team cannot just pour every extra sponsor euro into making the car faster. Some big costs also sit outside the cap, but the broad point holds — commercial upside can scale faster than technical spending. (ferrari.com) ### So what are sponsors really buying? They are buying attention, status, and association. Ferrari offers all three at the top end of motorsport. And Formula 1’s audience has been getting younger, more female, and more American — exactly the kind of expansion global brands want. F1’s 2025 Global Fan Survey, based on more than 100,000 responses across 186 countries, said those groups are helping drive the sport’s new era of fandom. That makes Ferrari’s inventory more valuable even before you get to wins and podiums. (fia.com) ### Does this mean Ferrari has solved F1? Not at all. Revenue strength does not guarantee championships. The cost cap narrows how much money can become performance, and Ferrari still has to execute on strategy, development, reliability, and drivers. But the business side is less fragile than the sporting side. Ferrari can have a merely good season on track and still extract serious value from the platform. (formula1.com) ### Why should anyone outside F1 care? Because Ferrari is showing what modern sports assets are becoming. The race car is still a race car. But it is also a luxury billboard, a licensing engine, and a content machine. That mix is why the €800 million figure matters — it shows Ferrari’s brand economics are getting bigger even in a world where racing spend itself is more tightly controlled. (fia.com) ### Bottom line? Ferrari did not reveal that its F1 team alone pulled in €820 million of pure sponsorship. What it did reveal is almost as interesting: the Ferrari brand-and-racing complex now generates more than €800 million a year from sponsorship, commercial, and brand activity, and Formula 1 sits right at the center of that machine. (ferrari.com) (cdn.ferrari.com)