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What it costs to get a company’s name on an F1 driver’s helmet

Patrick Durkin

When the Formula 1 drivers hurtle around Melbourne’s Albert Park track at speeds of more than 300km/h this weekend, virtually every centimetre of their body, cars and the course will have been sold to a sponsor.

Several Australian personalities and companies have jumped on board this year for what is described as the richest sport in the world. These include Atlassian co-founder Mike Cannon Brookes, who has tied up with UK-based Williams, Airtasker’s partnership with the Racing Bulls F1 team, and forex and CFD broker Pepperstone with the Aston Martin Aramco team.

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Patrick Durkin is Melbourne bureau chief and BOSS deputy editor. He writes on news, business and leadership. Connect with Patrick on Twitter. Email Patrick at pdurkin@afr.com

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    Original URL: https://www.afr.com/companies/sport/what-it-costs-to-get-a-company-s-name-on-an-f1-driver-s-helmet-20250304-p5lgtx