Mercedes-AMG Petronas Formula One Team

Name

Mercedes-AMG Petronas Formula One Team

Legal name

Mercedes-AMG PETRONAS F1 Team

Website

https://mercedesamgf1.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Professional Motorsports / Formula One Racing

NAICS

Automobile and Light Duty Motor Vehicle Manufacturing (33611), Motor Vehicle Manufacturing (3361), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (33631), Motor Vehicle Parts Manufacturing (3363), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (336310)

SIC

Services-Racing, Including Track Operation (7948), Motor Vehicles & Passenger Car Bodies (3711), Engines & Turbines (3510)

akta.pro primary industry

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)

akta.pro secondary industries

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF), Hybrid Powertrain Integration Manufacturing (ICE-HEV/PHEV modules) (IMACAHAJ), Internal Combustion Engine (ICE) Manufacturing (Gasoline/Diesel) (IMACAHAA), Passenger Vehicle Engine Systems Manufacturing (ICE) (IMACAAAF)

Keywords

• Formula 1 racing
• Motor racing team
• Race car engineering
• Motorsport sponsorship
• Trackside hospitality

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Sponsorship & Partnership Revenue: Multi-tiered sponsorship model including Title Partner (PETRONAS), Principal Partners (CrowdStrike, INEOS, Microsoft), Team Partners (adidas, Snapdragon, TeamViewer, Solera, HPE, UBS, Meta AI, Nu, WhatsApp, SAP, G42, Signify, Marriott Bonvoy, AMD, Einhell, IWC Schaffhausen, AKKODIS, Sherwin-Williams, Nasdaq, PepsiCo), and Team Suppliers (Pirelli, Mous, Endless).
2. Merchandise & E-commerce Sales: Direct-to-consumer sales of team merchandise including driver kits, apparel, accessories, and collectibles through official team store and Shopify integration.
3. Hospitality Experiences: Premium trackside hospitality packages at select races (Miami, Silverstone, Las Vegas, Abu Dhabi) offering unparalleled views, gourmet cuisine, specialty cocktails, and live entertainment.
4. Digital Collectibles & Fan Engagement: Driver cards, team patches, and digital collectibles sold through Fanzone platform with limited edition releases and fan competitions.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

The Mercedes-AMG PETRONAS F1 Team designs, develops, manufactures, and races Formula One cars as the works team of Mercedes-AMG in the FIA Formula One World Championship. The team operates the Mercedes-AMG F1 W17 race car with an all-new 2026 hybrid Power Unit, complemented by Club Hospitality at select Grand Prix, the F1 Academy driver development programme, an Esports Team competing in virtual racing series, and direct-to-consumer merchandise and digital collectibles through the official team store and Fanzone platform.

Product overview

The Mercedes-AMG PETRONAS F1 Team competes at the pinnacle of motorsport as the works team of Mercedes-AMG in the FIA Formula One World Championship. The core offering is the Mercedes-AMG F1 W17 race car featuring the biggest technical regulation overhaul since 2014, paired with a purpose-built all-new Mercedes-AMG 2026 Power Unit delivering near 50:50 internal combustion and electrical power split. Supporting the racing operation, the team offers Club Hospitality at select Grand Prix venues, an Interactive Experiences Platform for global fan engagement through quizzes and prediction games, and the F1 Academy Programme developing female drivers toward professional racing careers. Technical infrastructure includes Microsoft Azure for real-time performance data processing from car sensors and TeamViewer ONE for AI-powered endpoint management across factory and trackside operations. The Mercedes-AMG PETRONAS Esports Team extends the brand into virtual racing competitions.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-AMG F1 W17 The team's 2026 Formula One race car built around the biggest technical regulation overhaul since 2014. Features shorter wheelbase (-200mm), reduced width (-100mm), ~30kg lower weight, active aerodynamics with movable wings, and an all-new Mercedes-AMG hybrid power unit. Used by the team to compete in the FIA Formula One World Championship.
• Mercedes-AMG 2026 Power Unit All-new hybrid power unit developed by Mercedes-AMG High Performance Powertrains (HPP) for the 2026 regulations. Features near 50:50 split between internal combustion and electrical power, MGU-K increased from 120kW to 350kW, removal of MGU-H, and advanced sustainable fuel from PETRONAS. Supplied to Mercedes and customer teams including McLaren, Aston Martin, Williams, and Racing Bulls.
• Club Hospitality Premium trackside hospitality experience at Miami, Silverstone, Las Vegas, and Abu Dhabi circuits. Includes unparalleled views of on-track action, immersive off-track experiences, live entertainment, international DJ sets, gourmet cuisine, and specialty cocktails. Sold as multi-year contracts to high-net-worth individuals and corporate clients.
• F1 Academy Programme Formula 1 Academy entry supporting female driver development toward Formula 3 and the Road to F1. Features access to track time, racing, testing, and technical, physical, and mental preparation support. Mercedes-AMG F1 Academy team competes with PREMA as partner. Doriane Pin won the 2025 F1 Academy championship in Las Vegas.
• Mercedes-AMG PETRONAS Esports Team The team's sim-racing division competing in F1 Esports, ESL R1, V10R, and Le Mans Virtual Series. Based at the Brackley facility with dedicated esports training equipment and simulators from partners Heusinkveld and SIM-LAB. Holds 2021 F1 Esports Teams and Drivers Championship, 2022 V10-R League Season 3 Teams Championship, and 2025 F1 Sim Racing Teams Championship P3.
• Interactive Experiences Platform Digital fan engagement platform featuring quizzes, prediction polls, and games with weekly, quarterly, and season leaderboards. Includes Fan View articles, driver cards, team patches, and competitions for global fan participation with prizes including factory tours and garage experiences.
• Official Team Merchandise Direct-to-consumer sales of team merchandise including driver kits, apparel, accessories, and collectibles through the official Shopify-powered team store at shop.mercedesamgf1.com. Items range from caps (£20-30) to premium jackets (£100-200), including special edition releases and adidas x Mercedes-AMG F1 Blue Wonder Collection.

Quantifiable outcome

• 35% reduction in Race Team Control emissions (2024 vs 2022)
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

23 partnerships are on record, tiered core, flagship and minor.

• Doritos Loaded (PepsiCo)coreGTM or Marketing Partner · 19 June 2026Global commercial featuring Gordon Ramsay and George Russell for Doritos Loaded brand. Partnership includes eight exclusive recipes by Ramsay, expansion across Europe (Madrid, Barcelona, London, Netherlands, France, Germany).
• TeamViewercoreTechnology or Integration · 30 April 2026Upgraded from TeamViewer Tensor to TeamViewer ONE, AI-native Autonomous Endpoint Management platform. Provides real-time visibility and control across thousands of IT/OT endpoints from Brackley factory to trackside operations.
• Nu (Digital Financial Services)coreGTM or Marketing Partner · 27 April 2026First-of-a-kind race suits unveiled for Miami GP encoding coordinates tracing Nu's expansion from São Paulo origins to US market, ahead of OCC approval for national bank charter.
• Chestnut CarboncoreStrategic or Co-development Partner · 31 March 2026$210 million credit facility secured by Chestnut Carbon with JP Morgan. Mercedes partnership supporting large-scale reforestation in southeastern US as part of carbon removal strategy.
• Marriott BonvoycoreGTM or Marketing Partner · 11 March 2026Season 2 of Secret Concierge promotion sending fans on global chase for rewards with Mercedes-AMG PETRONAS F1 Team experiences.
• PETRONAS (CDR Projects)coreStrategic or Co-development Partner · 4 March 2026Blue carbon restoration projects in Brazil and Malaysia through PETRONAS partnership. Supporting Mercedes' goal of Race Team Control Net Zero by 2030.
• adidascoreGTM or Marketing Partner · 4 February 2026Second year of official partnership providing teamwear collection including apparel, footwear, and accessories for drivers, engineers, and mechanics. Features CLIMACOOL technology and Ultraboost 5 in teal and black colorways.
• ZumacoreGTM or Marketing Partner · 23 January 2026Multi-year partnership making Zuma the official Lifestyle & Dining Curator for the team. First lifestyle restaurant brand to partner directly with an F1 team, activating at Monaco, Silverstone, Madrid, and Abu Dhabi Grand Prix events.
• Meta AIcoreGTM or Marketing Partner · 23 January 2026Official team partner debuting at Austin Grand Prix. Partnership aims to enhance fan engagement and provide advanced AI tools to analyze race strategies.
• MicrosoftflagshipTechnology or Integration · 22 January 2026Multi-year partnership making Azure, Microsoft 365, and GitHub the core technology infrastructure for racing and business operations. Processing over 1.1 million data points per second from 400+ sensors per car for real-time performance analysis.
• Nu HoldingscoreGTM or Marketing Partner · 21 January 2026Multi-year global partnership making Nu an Official Team Partner. Nu is leveraging F1's 827 million global fans to build brand awareness across Latin America, US, and strategic markets. Featuring on-track and off-track branding with Russell and Antonelli.
• PepsiCocoreGTM or Marketing Partner · 2 December 2025Global partnership integrating Gatorade, Sting, and Doritos brands as official partners across 200+ markets reaching 1.3 billion F1 viewers. Gatorade provides sports science hydration expertise.
• PETRONASflagshipStrategic or Co-development PartnerTitle Partner and Technical Partner providing advanced sustainable fuels, lubricants, and technical partnership for power unit development. Supporting 98% HVO100 biofuel coverage for European logistics and sustainable aviation fuel initiatives.
• CrowdStrikecoreTechnology or IntegrationPrincipal Partner providing cybersecurity and endpoint protection for the team's technology infrastructure.
• INEOSflagshipStrategic or Co-development PartnerCo-owner of the Mercedes-AMG PETRONAS F1 Team alongside Mercedes-Benz and Toto Wolff. Principal Partner contributing to team ownership and strategic direction.
• AMDcoreTechnology or IntegrationTeam Partner providing high-performance computing and graphics technology. AMD-powered systems support aerodynamic analysis, vehicle dynamics simulation, and race strategy analytics.
• Hewlett Packard EnterprisecoreTechnology or IntegrationTeam Partner providing enterprise computing infrastructure and solutions for the team's data processing and analysis requirements.
• SAPcoreTechnology or IntegrationTeam Partner providing enterprise resource planning and business management software solutions.
• SignifyminorStrategic or Co-development PartnerGlobal partnership providing smart connected lighting to help the team meet its Net Zero goals. Signify aligns with Mercedes' sustainability agenda.
• SyensqominorStrategic or Co-development PartnerCollaboration on high-performance sustainable composites for automotive and aerospace applications. Partnering on recycling ecosystem partnerships with Fairmat and Catack-H.
• FrontiercoreStrategic or Co-development PartnerInvesting in durable tech solutions including direct air capture as part of carbon removal strategy following Oxford Offsetting Principles.
• CUR8coreStrategic or Co-development PartnerCarbon removal marketplace curating and delivering Mercedes' global CDR portfolio including Direct Air Capture, Biochar, and Ocean Alkalinity Enhancement projects.
• Sherwin-WilliamscoreStrategic or Co-development PartnerOfficial Team Partner and approved supplier of automotive paint and coatings. Third year of partnership demonstrating paint application process using Ultra 9K for durability and aerodynamics.

Scale indicators9 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Aston Martin Aramco F1 Team: Aston Martin is both a Constructors' rival and a Mercedes power unit customer, with shared technical collaboration on sustainable composites — making it a dual-overlap competitor and customer.
• MoneyGram Haas F1 Team: Haas is the smallest current F1 constructor and a Ferrari PU customer; comparable as a current grid rival in the Constructors' Championship with similar sponsorship-driven revenue model.
• Oracle Red Bull Racing: Red Bull Racing is a top-tier F1 constructor and primary on-track rival during Mercedes' hybrid-era dominance; now partnered with Ford on PU development for 2026, making it a long-term competitive counterpart.
• BWT Alpine F1 Team: Alpine is a Renault-powered F1 constructor competing in the same Constructors' Championship; comparable as a manufacturer-backed works team with sponsorship, hospitality, and merchandise revenue streams similar to Mercedes'.
• Visa Cash App Racing Bulls (RB): Racing Bulls (Red Bull's sister team) is a Constructors' rival and a Mercedes power unit customer — comparable as an F1 team with an engine-supply relationship to Mercedes.
• McLaren Racing: McLaren is a constructor peer (Constructors' rival: 141 pts early 2026) and simultaneously a Mercedes power unit customer — won the 2025 Constructors' Championship on Mercedes PU, creating both direct and customer overlap.
• Scuderia Ferrari HP: Ferrari's works F1 team is the most direct comparable to Mercedes-AMG PETRONAS: a manufacturer-backed team running its own power unit and chassis, competing head-to-head in the Constructors' Championship (190 pts in early 2026 vs Mercedes 262).
• Williams Racing: Williams is a historic F1 constructor and a Mercedes power unit customer, providing direct competitor overlap and an additional commercial engine-supply relationship.
• Stake F1 Team Kick Sauber (Audi 2026): Sauber becomes the Audi works team in 2026, a direct manufacturer-backed competitor entering with massive new PU investment — closely comparable to Mercedes' position as a factory team with proprietary power unit IP.

Broad incumbents

• Mercedes-AMG GmbH: Mercedes-AMG is the road-car performance division and a co-owner of the F1 team via Mercedes-Benz Group AG; deeply comparable as the technology-transfer counterpart that receives hybrid PU and motorsport IP into production vehicles.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights8 records

Customer concentration

• Xx.com/MERCEDESAMGF1
• YouTubeyoutube.com/MercedesAMGF1
• Facebookfacebook.com/MercedesAMGF1
• LinkedInlinkedin.com/company/mercedes-amg-petronas-f1-team
• Instagraminstagram.com/mercedesamgf1

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mercedes-AMG Petronas Formula One Team