HSBC inks Formula 1 sponsorship deal with Channel 4

Ella Sagar

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February 24, 2023

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1 minute

In brief: HSBC UK will sponsor Channel 4’s coverage of Formula 1 from March to November.

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Ella Sagar Ella Sagar is a reporter for The Media Leader and leads our audio and out-of-home coverage. She joined in September 2021 and has a gold standard NCTJ. She previously wrote for the South West Londoner, Ealing Times, and The Hillingdon Times. At the University of Leeds, she received a First Class Honours Degree in French and Spanish with distinction in speaking and during her time there regularly presented radio shows on Leeds Student Radio, wrote for the student paper The Gryphon and was editor of Her Campus Leeds.

HSBC UK will sponsor Channel 4’s coverage of Formula 1 from March to November.

Omnicom Media Group agency PHD planned and negotiated the deal. Channel 4 would not disclose the sponsorship amount but The Media Leader understands is worth between £1.3m and £1.6m, according to agency estimates.

HSBC UK will run idents across 23 race weekends, with the first qualifying race taking place on 4 March in Bahrain.

The majority of Channel 4’s coverage is “as live”, except the British Grand Prix which is live. Sky holds the exclusive rights for all live F1 coverage in the UK.