Mercedes. Brand beats the podium.
Mercedes hasn't won a championship since 2021, yet its brand value is almost level with Ferrari's. Fans are worth more than trophies.
THE GIST ON MERCEDES: "The Race for F1's No.1 Brand"
What has happened to Mercedes' brand?
Its brand value has surged to about £3.01 billion, just shy of Ferrari's £3.09 billion and well ahead of everyone else on the grid.
Remarkably, Mercedes hasn't won a championship since 2021. It has had two winless seasons and lost Lewis Hamilton to Ferrari, yet its commercial strength keeps rising.
Why is that possible?
Formula One has shifted. It's no longer just a sport, it's a global entertainment product. Drive to Survive on Netflix and the Formula One movie last year added tens of millions of new fans. US races like Miami and Vegas bring in billions in economic impact, and sponsorship revenue is at record highs.
Mercedes has tapped into this better than anyone through content, global partnerships and consistent branding.
What is the new economics of sport?
Brand value has detached from sporting results. Ferrari leads on heritage, Red Bull on performance, and Mercedes increasingly on global mainstream appeal.
Attention beats results. The brands that dominate culture, content and global audience will soon be worth more than those dominating the podium.
Does a team's brand matter more than its wins?
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Quick answers
How much is Mercedes' F1 brand worth?
About £3.01 billion, just behind Ferrari's £3.09 billion.
When did Mercedes last win a championship?
2021, according to the reel.
Why is brand value rising without wins?
F1 is now a global entertainment product, and Mercedes has used content, global partnerships and consistent branding better than anyone.
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