F1 to end major sponsor deal with potential alternative line-up
With one of F1's main sponsors set to expire, the series is believed to already have a replacement line-up.
Formula 1's lucrative sponsorship deal with airline Emirates is set to expire after the 2022 season, sources have told RacingNews365.com.
Emirates - one of the UAE's two flag carriers - has been a partner of F1 since 2013 and signed their most recent deal in '18, which is set to expire at the end of the '22 campaign.
The airline enjoys considerable branding and marketing opportunities through F1, including race title sponsor deals, trackside advertising, fan zones, hot laps, as well as VIP experiences for customers at Grand Prix.
RacingNews365.com understands from sources with direct knowledge of the matter that Emirates' partnership with F1 will end and a new deal is unlikely to be signed.
It is believed that F1 wanted double the $25 million a year to extend the contract.
Option contracts are probably lined up
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Despite the expected loss of a major sponsor, RacingNews365.com's sources indicate that a new deal with another Middle Eastern airline is likely.
It is understood that Qatar Airways could join the top-tier list of F1 global partners, which already includes brands such as DHL and Heineken.
F1 raced in Qatar for the first time in 2021, before the race was called off for '22 as the country is set to host the FIFA World Cup in November/December.
The Qatar Grand Prix is set to return in 2023, due to take place at Losail instead of the planned purpose-built road track.
Qatar also has links to F1 boss Stefano Domenicali through his previous work at Lamborghini.
The sovereign wealth fund owns 17% of Volkswagen Group, the Italian manufacturer that falls under the VW umbrella.
Domenicali was previously CEO of Lamborghini after leaving his post as Ferrari team principal.
Another VW-owned brand - Audi - will enter F1 in 2026 when new engine regulations come into force.
They are due to partner with Saber in an engine supply deal with the Swiss team's sponsor deal with Alfa Romeo due to end in the 2023 season.
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Porsche - also in the VW family - has been heavily linked with a potential tie-up with the Red Bull squad, but talks have fizzled of late over what Christian Horner has chalked up to differences in "DNA" between the two.
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FAQ
Who is the sponsor of F1 2022?
Honda Global | May 17, 2022 "Honda to be title sponsor of 2022 FIA Formula One Japanese Grand Prix"
Who will sponsor Haas 2022?
Moneygram
MoneyGram, based in Dallas, will become the third title sponsor in five seasons, after enduring tumultuous and contentious relationships with Haas Uralkali and Rich Energy.
Mercedes sponsors F1 2022?
Mercedes and Petronas have announced an extension to their title sponsorship deal that will see the Malaysian oil company work with the eight-time constructors' champions beyond 2026 – and supply the Silver Arrows with sustainable fuel.
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