The New Empire
Why would PepsiCo, Disney, and one of the world's largest cruise lines all sign multi-year deals with a motorsport company in the same six-month window?
That is no coincidence. It is a calculated pattern. When you understand the underlying mechanics, you start to view Formula 1 through an entirely different lens.
In the first half of 2025, Formula 1 generated $1.6 billion in revenue. Operating Income OIBDA came in at $442 million, marking a 20% increase compared to the same period the previous year. However, the financial ledger is not the most compelling part of the story. The true interest lies in who is signing these contracts—and why they are doing it now.
Consider PepsiCo, which signed on as an Official Partner of Formula 1 through 2030. PepsiCo manages over 23 brands that each generate more than $1 billion in annual retail sales. They do not enter partnerships without a guaranteed commercial return. Their objective is access to grand prix events across 24 countries, tapping into a young, international, and expanding audience.
Simultaneously, MSC Cruises extended its global partnership through 2030. As the world's largest cruise line, MSC is not investing for simple logo placement. They are targeting passenger acquisition. With F1’s fanbase surpassing 800 million people, MSC is directly positioning itself in front of a massive consumer pool.
Then comes Disney. Liberty Media announced a licensing deal with Disney's Mickey & Friends starting in 2026. Disney rarely licenses its core intellectual property to properties that fail to reach families and children. This deal confirms that the motorsport now possesses a family audience highly ripe for monetization.
This commercial growth is anchored by long-term security. The Canadian Grand Prix was renewed through 2035, and the Austrian Grand Prix through 2041. Race promotion fees make up 26.7% of F1's primary revenue. Locking circuits in for over a decade secures guaranteed income before a single ticket is even sold.
Why are these corporate giants moving all at once? Because Liberty Media is no longer selling a sport; they are selling a highly curated audience. That audience grew from 490 million people in 2017 to over 800 million. PepsiCo wants global reach across 200 territories, MSC wants travelers, and Disney wants merchandise sales from a generation introduced to F1 via streaming media.
By the end of the first quarter of 2025, Formula 1 already had $14.2 billion in future revenue secured under contract, a figure confirmed by Liberty Media's executive leadership. The partnerships signed in the first half of the year only compound this total.
F1 has successfully transitioned from a weekend sporting event into a premier global entertainment platform, and the world’s biggest brands have decided it is well worth the price.
By Barbara Cardilli – Motorsport & Lifestyle Expert
Image credit to:@CBAimages
Instagram