A defiant FIA president looks to alter the federation’s governance and this week in the Business of Motorsport you will find out what his plans are. You will also learn about F1’s “mascara money”, how IMSA is trying to satisfy 19 car manufacturers as well as the latest sponsorship deals and global race team news.
Motorsport Industry News
FIA
In what Toto Wolff has described as its own reality show amidst all the recent drama, FIA president Mohammed Ben Sulayem has turned his attention from firing FIA officals and reorganizing departments (the Road Sport Department for one) to changing the rules of its governance.
According to Autosport by way of the BBC: “The plan is to replace the existing senate and ensure that any ethics complaints would be handled by the FIA president and the president of its senate, Carmelo Sanz de Barros. The BBC reports that the revisions would abolish the audit committee’s power for an independent investigation into financial issues. The proposal would effectively see Ben Sulayem ring-fenced.”
Needless to say, F1 teams are concerned about the proposals yet no one has spoken up about them at the time I am publishing this. And even if they did, the always combative Ben Sulayem will tell them, like he did the drivers, that how he runs the FIA is none of their business. As Elizabeth Blackstock writes in The Drive, what the hell is going on?
Formula 1
Formula 1 has announced that the last Dutch Grand Prix for the foreseeable future will be held in 2026. “We are a privately owned and operated business, and we must balance the opportunities presented by continuing to host the event, against other risks and responsibilities.”
Autosport‘s Filip Cleeren and Ronald Vording look at the thought process that the organizers went through before deciding to call time on the event.
Despite their announcement last week, the agreement that was announced by GM about a Cadillac F1 team and F1 is just an agreement in principal. And already the paddock is demanding major dollars for GM to play in their playground. Williams team principal James Vowles insists that the famous “anti-dilution” fee better be adequate to compensate existing teams.
“What I’ve said all the way through is it will have financial loss for existing teams. What we have to do now is grow the sport sufficiently and FOM need to be aware of that in order to make things good for everyone. It’s down to them to put forward a correct proposal.”
After all the drama that befell the 11th team to be added to the F1 grid in 2026, could a 12th team far behind? That’s what Mario Andretti has implied during a recent interview.
“”He pinpointed the importance of Cadillac in the whole operation, noting that the presence of a manufacturer as opposed to merely a team is huge for F1, as it affords greater diversity of power units. In saying that, Andretti admitted it “looks like the FIA might have to invite a 12th team to join.””
Formula One is the most popular annual sporting series with over 750 million fans worldwide, according to a new study by Nielsen Sports and a huge part of that fan base are women, a fact that is driving a major trend to cater and advertise to these new female fans with what has been termed “mascara money.” Women constitute 41% of this base, and the fastest-growing segment are women aged 16 to 24.
According to Business of Speed‘s Vincenzo Landino, this “mascara money” is driving F1’s growth. “The beauty sector leads F1’s commercial metamorphosis, transforming sponsorship models through what I’m calling “mascara money” – the intersection of cosmetics capital and motorsport marketing. This evolution mirrors F1’s dramatic demographic shift, with Nielsen Sports data confirming over 300 million female fans worldwide and women comprising 41% of the global fan base. Most notably, the fastest-growing segment comprises women aged 16-24, representing a seismic shift in the sport’s cultural positioning.”
Read more about the effect of “mascara money” here.
Quick Takes on the Business of Motorsport This Week
- IMSA trying to keep 19 carmakers satisfied amid growth efforts (Sports Business Journal)
- NASCAR taps F1 Las Vegas exec Craig Stimmel as CCO (Sports Business Journal)
- Kyle Larson Eager to Grow High Limit Racing Sprint Car Footprint (Autoweek)
- Lally to retire after Rolex 24 and become Trans Am Series president (RACER)
- Mount Panorama resurface waiting on government funding (SpeedCafe)
- The Cars That Chronicle an Empire (Business of Speed)
- Netflix’s “Senna” raided TAG Heuer’s archives for all that wrist candy (Motorsport.com)
- American Rally Association gets brand-new promoter for 2025 (DirtFish)
- Registrations are open for the 2025 SCCA National Convention (SCCA)
- BlackBook Motorsport Forum Takes Place March 27, 2025 (BlackBook Motorsport)
- REVEALED: the full scale of Saudi Arabia’s takeover of sport, costing tens of billions (Sporting Intelligence)
Highlights from the Sustainable Motorsport Roundup
Racing hydrogen is in the works for Bosch, Ferrari and Alpine and this week in the Sustainable Motorsport Roundup you get to hear about their plans and aspirations. I also have details on how F1 is driving positive advances for a more sustainable future, some interesting hydrogen technology that Toyota is testing and how pit boost has finally arrived in Formula E.
Motorsport Law Roundup
A look at some of the legal and regulatory issues and analysis in Motorsport this week
NASCAR has filed a motion to dismiss the antitrust lawsuit filed by 23XI Racing and Front Row Motorsports, the two teams who are against the sport’s charter system. In the motion, NASCAR claims 23XI and FRM’s lawsuit “reflects nothing more than dissatisfaction with business negotiations that didn’t go their way.”
Motorsport Sponsorship & Partnership News
Here are the latest motorsport sponsorship deals, partnerships and related analysis that were announced this week
- The Growing Complexity of Formula 1 Sponsorship: Navigating the Crowded Space (Yan Lefort)
- Hahnair to join Visa Cash App RB Formula 1 Team (RB Team)
- From Paddock to Priceless: Exploring Mastercard’s F1 Revival with McLaren Racing (Boardroom)
- How Signify and Mercedes are shining a light on sustainability in F1 (BlackBook Motorsport)
- Multi-national lottery operator Allwyn set to become McLaren sponsor (Sport Business)
- King’s Hawaiian expected to depart RFK Racing (Sports Business Journal)
- TAG Heuer Extends Partnership with INDYCAR, IMS (IndyCar)
- From BBQ to Coolers, Racing, and More, Hagerty’s SCCA Involvement Runs Deep (SCCA)
- Mediaset Signs Italian Broadcast Agreement with Hydrogen Racing Series Extreme H (Extreme E)
- The Future Of Sport Sponsorships (Forbes)
- Legge’s IndyCar cosmetics sponsor wins major advertising awards for Indy 500 campaign (RACER)
- Brands flock to F1 as female engagement soars (Financial Times)
- Alpine to sponsor Pramac MotoGP team from 2025 (Autosport)
- Goodyear named title sponsor for 2025 ELMS 4 Hours of Silverstone (Pitlane News)
- Formula E renews partnership with Hackett Sport as Official Apparel Provider (Formula E)
- Formula E Announces Strategic Partnership with Red Bull Media House (Formula E)
- Formula E and ITV announce new broadcast partnership (Formula E)
- Formula E and Tencent Announce Chinese Broadcast Partnership for Season 11 (Formula E)
Team & Manufacturer News
Here is a roundup of the latest team news from around the world of motorsport
- Audi F1 Project strengthened by investment from QIA (Audi)
- Why Qatar is buying into troubled Audi F1 programme (Autosport)
- Audi insists VW Group crisis no threat to F1 project amid Qatar buy-in (Autosport)
- Qatar invests in Audi F1: Everything you need to know (The Race)
- Michael Cannon joins PREMA as head of engineering (RACER)
- The business decision behind Erebus/DJR deal (SpeedCafe)
- TCR To Blacklist UK Cars Racing In ‘Unofficial’ Championships (Touring Car Magazine)
- CSA to Switch to McLaren in Long-Term Partnership (Sportscar365)
- KTM to pause MotoGP bike development amid huge financial crisis (Autosport)
- How Cadillac Secured Its Spot As F1’s 11th Team (Huddle Up)
- Mercedes-AMG to Make Series Debut With Iron Lynx (Sportscar365)
- Team Parker Bentley to Return to 24H Dubai (Sportscar365)
- Sky Tempesta Awarded 2025 Le Mans Invitation (Daily Sportscar)
- David Brown joins Juncos Hollinger as technical director; Yves Touron departs (RACER)
- Kiro Race Co joins forces with CUPRA in Formula E (Formula E)
- Praga Racing USA signs new contract at Edge Addicts’ COTA track weekend (Praga Racing USA)
- United Autosports Set to Bring Mclaren to the 2025 European Le Mans Series (United Autosports)
- Origine Motorsport primed for Asian Le Mans Series debut as Porsche Sprint Challenge Indonesia concludes second season (Porsche Motorsport Asia Pacific)
- Genesis Launches GMR-001 Hypercar Program In Dubai (Daily Sportscar)
- Genesis reveals V8 engine plan for LMDh contender (Autosport)
- Why Genesis evaluated F1 programme but chose WEC (Autosport)
- Cyril Abiteboul: WEC ‘a perfect balance of brands and cost control’ (Motorsport Week)
- Porsche X Iron Dames Sees New Alliance, Michelle Gatting Porsche Contracted Driver (Daily Sportscar)
- BMW Wins SRO’s Inaugural GT4 Manufacturer Ranking (Sportscar365)
- Dreyer & Reinbold Racing working on full-time IndyCar return (RACER)
- Mercedes-AMG to Make Series Debut With Iron Lynx (Sportscar365)
- Yamaha’s tech director reveals radical plans to win again in MotoGP (Motorsport Magazine)
- Toyota to avoid repeat of Ford’s late Gen3 switch (V8 Sleuth)
- New motorsports leadership executives introduced as Andretti Global moves on without Andretti (AP)
- Toyota to end NHRA participation after 2025 season (RACER)
Motorsport Movers & Shakers
Former sporting director and CEO of Manor’s F1 entries up until 2015 under the Virgin and Marussia names Graeme Lowdon has been named as the team principal of the new Cadillac F1 team.
“I’m truly honored to be appointed as the team principal of this exciting new team and I would like to thank everyone involved for placing their trust in me,” Lowdon said. “I believe that Formula 1 is the greatest team sport in the world, and teams are all about people. This is a team with a real love for, and desire to go, racing, and we have the experience and expertise to do just that.”
The Washington Post has profiled McLaren Racing CEO Zak Brown calling him “a self-made scrapper that has led McLaren to the cusp of an F1 title.”
“When Zak Brown joined McLaren Racing in 2016, he discovered a storied organization badly in need of a reboot. The team was firmly in the midfield, finishing sixth that season and experiencing record low sponsorship. Around the paddock, the workforce was disgruntled, and a culture of distrust had set in. Partners were fleeing, and fans were angry.”