Carlyle is ready to announce a brand new partnership with Formula 1 team Oracle Red Bull Racing as non-public markets corporations purpose to ramp up their publicity to the high-net value and retail investor cohorts, CNBC has realized.
The settlement will plaster Carlyle’s branding on Red Bull’s RB21 challenger, drivers’ team kits, the pit wall and the storage, the 2 corporations stated Tuesday. Financial phrases of the deal weren’t disclosed.
“Our industry is undergoing an extraordinary transformation, fueled by greater access to private markets and growing interest from a new generation of investors,” Carlyle CEO Harvey Schwartz stated in a press release. “We’re excited to partner with one of the most illustrious brands in global sport to engage new audiences and create long-term value together.”
F1 groups have been raking in sponsorship {dollars} because the league soars in popularity. Last yr, the groups generated a mixed $2 billion in sponsorship income, in accordance to a latest report by SponsorUnited. That surpassed each league apart from the NFL, in accordance to the report. And F1 generated the very best common sponsorship deal dimension at $6 million final yr, which was about eight occasions the common for the NFL.
Max Verstappen of Red Bull Racing competes throughout the British Grand Prix, the twelfth spherical of the Formula 1 World Championship, at Silverstone Circuit in Northampton, United Kingdom, on July 06, 2025.
Rasid Necati Aslim | Anadolu | Getty Images
The non-public markets trade has been inking partnerships — significantly with sure sport franchises — so as to deliver extra model consciousness to corporations because the trade evolves towards funding from particular person retail traders. Other corporations, reminiscent of Apollo and Blue Owl, have pursued sponsorship offers inside skilled golf and tennis.
Wealth has been one of many fastest-growing areas inside Carlyle, elevating greater than $60 billion since inception and practically doubling the section belongings underneath administration in two years. In the discharge, Carlyle stated that it is Red Bull’s unique partner within the funding administration trade and that their alliance is the primary between an F1 team and a “major global private markets firm.”
“As an iconic firm in global finance, Carlyle brings a long-term perspective with an expansive network, and we look forward to building a powerful partnership on and off the track,” Laurent Mekies, Oracle Red Bull racing CEO and team principal, stated within the launch
The SponsorUnited report stated the expertise sector drove probably the most F1 team sponsorship income, contributing $543 million. Financial providers got here in second, with $379 million, the report confirmed. AIX Investment Group not too long ago sponsored driver Pierre Gasly for the 2025 season, that includes its brand on the facet panel of his helmet.