McLaren’s $100m Mastercard deal shows the power of brand value
McLaren Racing has secured the biggest commercial deal in its history, announcing Mastercard as the official naming partner of the team from 2026 in a partnership believed to be worth around $100 million per season, according to The Athletic. From next year, the team will be known as the McLaren Mastercard Formula 1 Team, marking the return of a title sponsor for the first time since Vodafone’s departure in 2013.
The price of brand strength
McLaren’s ability to command a deal of this magnitude underlines the strength of its brand. Few names in global sport can point to such a heritage of performance, precision, and design. Under Zak Brown’s leadership, McLaren has rebuilt not just its competitive edge on the track, but its commercial reputation off it. The result is clear: McLaren knew its worth, held out for the right partner, and secured a record-breaking agreement at precisely the right moment.
From partner to headline
This is not a cold start. Mastercard first joined as a primary partner in late 2024, activating around Las Vegas and this year’s European rounds. The transition to naming rights reflects a relationship that has grown steadily, with both sides testing alignment before deepening the commitment. For McLaren, it ensures stability with a proven brand; for Mastercard, it extends an association that has already shown resonance with fans.
This is not simply about tying the brand to McLaren’s current winning run. As Zak Brown noted, “You have good years, bad years. But you’re always going to have the McLaren fans. And we’re here to win.” For Mastercard, the value lies in long-term association with a team whose reputation and fan loyalty endure beyond the ups and downs of performance.
Mastercard’s global play
For Mastercard, the move is logical. Formula 1 offers rare global media reach, spanning Europe, Asia, the Americas, and the Middle East, the kind of universal platform a financial services giant needs. With rivals such as Visa and Revolut investing heavily in F1, Mastercard’s decision ensures it can compete at scale while standing alongside one of the sport’s most iconic names.
"Our partnership has been grounded in putting fans in pole position since day one, and becoming the Official Naming Partner of the McLaren Formula 1 Team takes that commitment to the next level. McLaren Racing represents the pinnacle of innovation, precision, and performance, values that mirror our own as we push boundaries and deliver winning experiences." Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard
The partnership builds on Mastercard’s proven track record in global sport. Already a long-standing sponsor of the UEFA Champions League, the company has consistently aligned itself with properties that deliver broad international appeal and emotional resonance.
Through the McLaren deal, Mastercard will also roll out Team Priceless, a fan-first initiative promising hot laps, driver meet-and-greets, and city-specific cultural experiences around each Grand Prix. As Raja Rajamannar, Chief Marketing & Communications Officer, put it: “Our partnership has been grounded in putting fans in pole position since day one, and becoming the Official Naming Partner of the McLaren Formula 1 Team takes that commitment to the next level.”
A market at the top end
Title partnerships in F1 are increasingly the preserve of financial and technology giants: Oracle at Red Bull, HP at Ferrari, Petronas at Mercedes, Aramco at Aston Martin. McLaren’s deal with Mastercard now sits at the very top of that group, both in scale and in fit.
Becoming the Official Naming Partner of the McLaren Formula 1 Team takes that commitment to the next level. McLaren Racing represents the pinnacle of innovation, precision, and performance, values that mirror our own as we push boundaries and deliver winning experiences. Collaborations like Team Priceless reflect those values and give fans plenty to look forward to for this season and many more.”
As Brown put it: “We wanted it to be the right partner, with the right long-term commitment, with the same values as McLaren. With Mastercard, it was a no-brainer.”
A defining moment
For McLaren, this is more than a naming deal. It is proof of the commercial power of the brand, validation of a strategy that prioritised selectivity over speed, and a launchpad for the next decade of growth. For Mastercard, it is a global statement: a commitment to stand alongside one of sport’s most iconic names at the very front of the grid.
A perfect partnership, at the perfect time.
