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 used by Charles Leclerc and Lewis Hamilton alongside Frederic Vasseur.
Charles Leclerc, Ferrari, Lewis Hamilton, Ferrari, Frederic Vasseur
Aston Martin added sleep technology firm Eight Sleep, whose branding sits on the car's nose and the drivers' balaclavas, and signed energy drink brand Celsius on a multi-year deal. McLaren followed in April with hydration brand Liquid I.V., announced days before the Miami Grand Prix.
They are buying into a booming market. F1 team sponsorship was worth $2.54 billion in 2025, up 22 per cent on the previous year, according to _SponsorUnited_. Technology ($769m) and financial services ($456m) still dominate, but the wellness newcomers are well funded. WHOOP was valued at $3.6bn in 2021, Eight Sleep raised $100m last year, and PepsiCo paid $550m for a stake in Celsius in 2022.
Each deal is sold on performance. "In Formula 1, performance is the result of marginal gains accumulated over an entire season," said Aston Martin commercial chief Jefferson Slack when the Eight Sleep partnership was announced, adding that "sleep is a critical performance input". Ferrari's Lorenzo Giorgetti said WHOOP would allow the team "to extend our data-driven approach beyond the car".
There is substance to this while we wade through the marketing speak. The products are aimed as much at mechanics and engineers as at drivers. Ferrari's medical team uses WHOOP data to monitor sleep, stress and recovery across its staff, while Eight Sleep's beds are designed with long-haul travel and time zone changes in mind. The triple-header just completed, from Baku to Sepang to Singapore on consecutive weekends, is exactly the kind of stretch these partnerships are meant to help teams survive.
But the bigger prize sits outside the garage.
Source: Motorsport
