NKE
Back to the paddock?
Nike may be circling Formula 1 like it’s the hottest table in town. According to a report from Motorsport.com, the company is exploring sponsorship and licensing opportunities with Formula One Management, including a possible official teamwear deal starting in 2027.
That’s not a signed contract yet — so don’t start picturing a victory lap just yet — but it does fit Nike’s current vibe: hunt for growth anywhere that isn’t “same old, same old.” The Swoosh already tiptoed back toward the garage through Cadillac, which had Nike make F1-inspired Dunk Lows around the Miami Grand Prix. Subtle? Not exactly.
Why F1 is suddenly sexy
Formula 1 has turned into a global content machine, and Nike wants a seat at the table. The sport says its audience topped 830 million in 2026, up 64% from 2018, with 43% under 35. That’s basically catnip for a brand trying to stay cool while rebuilding its relevance.
And the business side isn’t shabby either:
- Liberty Media said 2025 F1 revenue rose 14% to $3.9 billion
- Live viewership climbed 21%
- Sponsorship dollars keep piling in
In other words, F1 is no longer just loud cars and expensive champagne. It’s a marketing funnel with horsepower.
The bigger Nike problem
This potential deal matters because Nike does not exactly need more existential questions. Its fiscal first-quarter revenue fell 4% to $11.2 billion, Greater China revenue dropped 26% on a currency-neutral basis, and CEO Elliott Hill keeps talking about how much work is still left in Sportswear, Jordan Brand and China.
Nike’s Pace restructuring is supposed to save about $2.5 billion through fiscal 2031, but the bulk of that savings doesn’t really show up until fiscal 2029 and 2030. Translation: the turnaround is wearing running shoes, but it’s still moving at a very awkward pace.
Big picture: if Nike can turn F1 into a fresh brand halo, that’s the kind of story investors want. The problem is the market usually wants the turnaround today, not in 2029.