Merchandise and sponsors of all the F1 drivers in 2026 From streetwear to luxury

As the 2026 Formula 1 season approaches, fans’ attention is no longer focused solely on what happens on track or inside the pit lane. Today, the bond between drivers and their audiences also runs through caps, t-shirts, collectible watches, capsules, and even premium beverages signed by the drivers themselves. Each driver builds a personal identity by blending passion for the sport with business, creating a universe of merchandising and collaborations that goes far beyond the concept of a simple gadget.

Lando Norris and Oscar Piastri

The 2025 title did not slow down Lando Norris. The British driver continues to expand his personal universe LN with lnfour / Quadrant, a project launched in 2020 that has since evolved into a global motorsport and lifestyle community. With the Champion Collection, Norris blends skill, courage and passion, offering apparel and accessories that reflect the dynamic nature of his career. His collaboration with Tumi focuses on high-quality products designed for travel and business, while the partnership with Ralph Lauren Fragrances (Polo Red Eau de Parfum Extreme) captures the adrenaline and charisma of a champion. Oscar Piastri merges lifestyle and functionality through Quad Lock, secure smartphone mounts designed for outdoor activities, alongside collaborations with Google, main sponsor of McLaren.

Lewis Hamilton and Charles Leclerc

Lewis Hamilton embodies the ultimate larger-than-life figure. A global ambassador for fashion, technology and lifestyle, his fanbase extends far beyond motorsport. Through his brand Plus44, the British driver blends streetwear, art and motorsport in capsule collections inspired by both vintage and modern racing aesthetics. Collaborations with artists such as Takashi Murakami and Hajime Sorayama turn Plus44 collections into true collector’s items. Beyond merchandising, Hamilton has launched Almave, a premium non-alcoholic spirit made from blue agave, as well as capsule collections with Dior and partnerships with Richard Mille, lululemon and the Perplexity iOS Voice Assistant.

His teammate Charles Leclerc balances Ferrari partnerships with personal projects. With APM Monaco he creates fashion-forward jewelry, with Eight Sleep he promotes sleep wellness, and with his personal brand CL16 Made by Charles he offers modern, distinctive apparel. Collaborations with Celsius Energy Drink and the LEC ice cream bring the driver directly into fans’ everyday lives, blending performance, style and playfulness.

Max Verstappen and Isack Hadjar

Max Verstappen manages his merchandising through Fanatics, leveraging a global platform for apparel and collectibles. As an AlphaTauri ambassador, he showcases the brand’s aesthetic on a worldwide tour, while collaborations with Tag Heuer see him wearing high-end collectible timepieces that symbolize precision and luxury. His favorite? The iconic Monaco chronograph.

As already highlighted in our interview, Isack Hadjar chooses to stand out off-track as well by embracing a direct, generational language. With the launch of his IH6 line, the young driver presents a selection of caps, hoodies and t-shirts that reflect a contemporary urban aesthetic, designed to speak directly to a younger fanbase.

George Russell and Kimi Antonelli

With his gentlemanly aura, George Russell collaborates with iconic brands such as IWC Schaffhausen, through the Portugieser line, and Belstaff, creating capsule collections that blend refined design and functionality. This approach aligns perfectly with Formula 1 values: precision, reliability and performance. Recently, Russell has also been involved in projects with Tommy Hilfiger, further expanding his presence in the fashion lifestyle world and reinforcing a sober yet contemporary public image.

Kimi Antonelli interprets luxury through a strong connection to tradition and territorial excellence. As a tourism ambassador for Dozza, a small village near Bologna, the young driver highlights his roots, bringing an authentic narrative of identity, culture and belonging into the paddock. At the same time, he embodies a more sophisticated aesthetic through collaborations with brands such as Police and IWC, particularly with the Pilot’s Watch Mark XX, a symbol of technical precision and aviation-inspired style. A well-balanced blend of heritage and modernity.

Fernando Alonso and Lance Stroll

The 2026 season marks Fernando Alonso’s 23rd year in Formula 1, confirming him as a cross-generational icon who blends experience, charisma and enduring global appeal. Ambassador for BOSS and Richard Mille, the Spanish driver is associated with exclusive models such as the RM67-02 and RM47, customized timepieces that reflect a bold, technical and strongly identity-driven vision of luxury.

Lance Stroll has developed his personal brand LS18 by leveraging synergies with Aston Martin, the team he races for and which is owned by his father Lawrence. The presence of Krown Produce on his helmet and car has become a distinctive signature. Alongside this, his collaboration with Stilo, an Italian artisan helmet brand based in Bergamo, highlights a focus on quality, safety and technical craftsmanship. As a BOSS ambassador, Stroll shares with Fernando Alonso an aesthetic rooted in functional elegance and performance.

Pierre Gasly and Franco Colapinto

Pierre Gasly embodies a modern, understated approach to style, effortlessly moving between the paddock and the fashion system. Ambassador for Givenchy Gentleman fragrance and Reebok, the French driver also boasts a personal line of luxury watches through a collaboration with H. Moser & Cie. Worth noting is the Bogey Gang Capsule Collection featuring the PG logo, dedicated to golf enthusiasts and lovers of sporty apparel. Beyond fashion, Gasly has been co-owner of Versailles, a French third-division football club, since 2024.

Franco Colapinto has created the FC43 acronym to highlight a strong Latin American identity paired with a dynamic communication style. Collaborations with sponsors such as Mercado Libre and Claro reinforce his connection with audiences across the continent, while partnerships with international brands like Spanish label Scalpers and Motorola expand his global visibility. A mix that brings together technology, lifestyle and accessibility.

Esteban Ocon and Oliver Bearman

Just ahead of the new season came the announcement of a partnership between LEVAC Sneakers and Esteban Ocon. This deal adds to the French driver’s existing activities, including the brands Club31 and OC31, as well as his role as ambassador for names such as Kilian Paris, Venum, Guess, Tiffany & Co., Berluti and Bianchet. Oliver Bearman, on the other hand, currently holds the fewest collaborations among drivers, limiting his endorsements to products from La Roche-Posay.

Alexander Albon and Carlos Sainz

Alexander Albon has launched his own brand, Albon Athletics, designed around an active and dynamic lifestyle. His collaboration with Monsoon Valley reinforces the connection to his Thai roots, with the logo featured on his helmet and race suit, and extends to exclusive initiatives such as the dedicated wine “Albono,” a symbol of a highly personal, authentic and recognizable identity.

Carlos Sainz collaborates with prestigious brands such as L’Oréal Paris, Hackett London, Estrella Galicia and Santander, integrating fashion, beauty and lifestyle into a coherent and recognizable journey. A mix that blends international appeal, elegance and accessibility, positioning Sainz as a reference figure not only for Spanish or Latin motorsport fans, but for a global audience attentive to style and quality.

Liam Lawson and Arvid Lindblad

So far, Liam Lawson has not been the face of major advertising campaigns; his only endorsements have been linked to the official merchandise of Visa Cash App Racing Bulls. This does not rule out the existence of personal commercial agreements, such as the one with Zuru, a New Zealand toy company. His teammate Arvid Lindblad, the only rookie of the 2026 season, has yet to sign any sponsorship deals.

Nico Hulkenberg and Gabriel Bortoleto

Nico Hulkenberg is an ambassador for Schuberth and collaborates with brands such as Gebr. Heinemann and Lego, pairing international partnerships with dedicated merchandise lines that reflect his personality, seriousness and passion for racing. Gabriel Bortoleto, through the creation of the Barthelemy line, blends sport and style in pieces designed for a dynamic audience, while his collaboration with KitKat strengthens the link with recognizable and accessible global brands.

Sergio Perez and Valtteri Bottas

Sergio Pérez, in addition to his SP line of jerseys and hoodies, is an ambassador for Tommy Hilfiger. His commercial appeal extends beyond fashion through collaborations with both local and global sponsors such as Telmex, Claro, Nestlé and ESPN, reinforcing his visibility and strengthening his bond with fans worldwide. A balance of national heritage, contemporary style and global presence.

Valtteri Bottas blends his eccentric on-track image with a lifestyle-driven approach strongly focused on wellness. Ambassador for Canyon, the Finnish driver complements his profile with collaborations involving high-profile brands such as Emerald Stay, American Express and Oath Gin, creating a balance between sport, wellbeing and accessible luxury. On top of this list, he's ambassador for zondacrypto.