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. 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.