Carlyle is partnering with Oracle Red Bull Racing in a deal that will showcase the private markets firm’s branding on the F1 team’s RB21 challenger, drivers’ team kits, and more. This move aims to attract high-net worth and retail investors as private markets evolve. Financial terms were not disclosed.

F1 teams are cashing in on sponsorships, generating $2 billion in revenue last year, second only to the NFL. The average F1 sponsorship deal size was $6 million, eight times higher than the NFL. Partnerships like Carlyle’s with Red Bull Racing aim to engage new audiences and drive long-term value.

Private markets firms, including Carlyle, are partnering with sports franchises to increase brand awareness among retail investors. Carlyle has seen significant growth in the wealth segment, raising over $60 billion since inception. This partnership with Red Bull Racing marks the first between an F1 team and a major private markets firm.

Technology drove the most F1 team sponsorship revenue at $543 million, followed by financial services at $379 million. AIX Investment Group sponsored driver Pierre Gasly for the 2025 season. The private markets industry is leveraging sports partnerships to connect with a broader audience and adapt to changing investor trends.

Read more at CNBC: Carlyle to partner with Red Bull Formula 1 team