F1 runs on money and this week James is in Singapore to dig into how F1 is now raking in around $2.5 billion a year in sponsorship. 

Since Liberty Media took over in 2017, sponsors have flocked to the sport and its 10 teams and there are now over 300 active sponsors for the first time in F1 history.

One of the most effective operators in this space is Jefferson Slack, who heads up Aston Martin’s commercial team. In just five years he has taken their sponsor income from around $30 million a year to closer to $300m. 

How have they done it, how important is having world champions like Sebastian Vettel and Fernando Alonso in the car? And how much of a difference will it make to prospective sponsors having the GOAT racing car designer Adrian Newey in the team from 2025?

In the studio to analyse all of this, James is joined by Autosport F1 Business Correspondent Mark Mann-Bryans and Matthew Marsh, an F1 sponsorship broker, who covers the Asian market, based in Singapore.  

Send your comments or questions to: @jamesallenonf1 on X/Twitter or [email protected].

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