Wellness brands take F1 deals from team kit to fan events

Formula 1’s 2026 wellness partnerships give health brands exposure inside teams and a route to fans outside the paddock. Ferrari, Aston Martin and McLaren each signed a wellness-related partner this year.

WHOOP made its F1 debut in January through Ferrari, with its logo on the car and drivers’ kit. Aston Martin brought sleep-technology firm Eight Sleep into its partner line-up, with branding on the car’s nose and drivers’ balaclavas, and agreed a multi-year deal with energy-drink brand Celsius. McLaren announced in April, days before the Miami Grand Prix, that hydration brand Liquid I.V. had joined its partners.

The products are aimed at team staff as well as drivers. Ferrari’s medical team uses WHOOP data to monitor sleep, stress and recovery among staff; Eight Sleep’s beds are designed with long-haul travel and time-zone changes in mind. In 2026, the races in Baku, Sepang and Singapore were held on three consecutive weekends—a run the partnerships are intended to help teams manage.

Performance is part of the pitch. Dr. Kristen Holmes, who leads the performance-science collaboration between WHOOP and Ferrari, told Motorsport.com that the collaboration had improved average team performance, rest and stress levels more than ever. The teams do not publish data showing whether a better night’s sleep is worth a tenth of a second.

SponsorUnited valued F1 team sponsorship at $2.54 billion in 2025, up 22% from 2024; technology ($769 million) and financial services ($456 million) remained the biggest categories. Wellness brands also have products and events for consumers: McLaren introduced its Liquid I.V. deal at a Miami fan activation aimed at North America, while Aston Martin and Celsius held run-club events in Melbourne, Miami, Montreal and London. Tickets for the London 5km run through Regent’s Park sold out.