The 10-team sport generated more than $2 billion in direct sponsorships last year and is accelerating in value; top F1 teams are worth more than most NBA franchises and European soccer clubs. Exhibit A: Mercedes team principal and part-owner Toto Wolff’s deal last week to sell a 15% stake to CrowdStrike CEO George Kurtz, which values the team at $6 billion.
F1 has thrived by democratizing what was once a ‘look, don’t touch’ sport, says McLaren Racing CEO Zak Brown
