F1 teams engage wellness partnerships as fans show growing interest
Motorsport.com • 1 min read • Latest: Oct 12, 2026, 12:00 AM
Last updated Oct 12, 2026
In the 2026 Formula 1 season, teams are increasingly partnering with wellness brands. Notable collaborations include Ferrari's partnership with WHOOP, marking the fitness wearables company’s debut in F1, which showcases its logo on the team's car and driver apparel. Other teams are following suit with similar partnerships focusing on products like sleep trackers and hydration drinks, which have started to replace the logos of traditional sponsors such as banks and oil companies in the paddock. The trend reflects a shift in branding strategies as teams cater to an audience more engaged in health and wellness.
- •Ferrari collaborates with WHOOP for fitness wearables.
- •F1 teams are increasingly adopting wellness product sponsorships.
- •Logos for hydration and sleep trackers appear in the paddock.
- •Traditional sponsorships from banks and oil companies are declining.
- •Wellness partnerships aim to engage health-conscious fans.
- 12:00 AMMotorsport.com — Wellness partnerships target F1 teams and their increasingly engaged fans
- 12:00 AMYahoo Sports — Wellness partnerships target F1 teams and their increasingly engaged fans
"Walk through the F1 paddock in 2026 and you will see logos for sleep trackers, hydration drinks and fitness wearables in places once reserved for banks, oil companies and tech giants. Three teams have signed wellness partners this year. Ferrari opened its commercial calendar in January with WHOOP, the fitness wearable brand's first move into F1, putting its logo on the car and the drivers' kit ...Keep reading
"From team run clubs to sleep technology, health and fitness brands have become part of F1's culture, and the sport's fans are buying in
Sources
External links- Motorsport.comOct 12, 2026, 12:00 AMWellness partnerships target F1 teams and their increasingly engaged fans
Walk through the F1 paddock in 2026 and you will see logos for sleep trackers, hydration drinks and fitness wearables in places once reserved for banks, oil companies and tech giants. Three teams have signed wellness partners this year. Ferrari opened its commercial calendar in January with WHOOP, the fitness wearable brand's first move into F1, putting its logo on the car and the drivers' kit ...Keep reading
- Yahoo SportsOct 12, 2026, 12:00 AMWellness partnerships target F1 teams and their increasingly engaged fans
From team run clubs to sleep technology, health and fitness brands have become part of F1's culture, and the sport's fans are buying in
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