Wellness brands are finding a place alongside F1 teams

Wellness partnerships are targeting F1 teams and increasingly engaged fans. In 2026, logos for products linked to sleep, hydration and fitness are appearing in the paddock, while three teams have signed deals with brands in the sector this year.

Ferrari opened its commercial calendar in January with WHOOP. For the fitness wearable brand, it marked a first move into F1; its logo appears on the car and drivers’ kit. Celsius, meanwhile, worked with Ferrari from 2023 to 2025 and also sponsored Charles Leclerc personally before moving to Aston Martin this year.

The deals are part of a market where technology, at $769 million, and financial services, at $456 million, remain dominant, although wellness newcomers are well funded. Ferrari uses WHOOP data to monitor sleep, stress and recovery among its staff. Ferrari’s Lorenzo Giorgetti said WHOOP would allow the team “to extend our data-driven approach beyond the car.”

The idea is to connect brands with fans by offering wellness products they can purchase themselves, unlike banking or cloud-computing services. WHOOP was valued at $3.6 billion in 2021; Eight Sleep raised $100 million last year, while PepsiCo paid $550 million for a stake in Celsius in 2022. Eight Sleep, a Mercedes supplier in 2022, later resurfaced at Aston Martin. Kristen Holmes leads the performance-science collaboration between WHOOP and Ferrari.