Carlyle Forms Strategic Partnership with Oracle Red Bull Racing
Private equity giant Carlyle Group is set to announce a new sponsorship deal with Formula 1 powerhouse Oracle Red Bull Racing, aiming to elevate its brand visibility among affluent and retail investors, CNBC has confirmed. The partnership will feature Carlyle’s branding prominently displayed on Red Bull’s RB21 race car, driver apparel, pit wall, and garage facilities.
Expanding Reach in Private Markets
The financial terms of the agreement have not been publicly disclosed. Carlyle CEO Harvey Schwartz emphasized the evolving nature of the private markets industry, highlighting increased access and growing interest from a younger generation of investors. “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,” Schwartz stated.
Formula 1’s Rising Sponsorship Appeal
Formula 1 has witnessed a surge in sponsorship revenues, with teams collectively generating $2 billion last year. This figure places F1 just behind the NFL in total sponsorship income, according to a recent SponsorUnited report. Notably, F1 commands the highest average sponsorship deal size at $6 million, significantly outpacing the NFL’s average.
Private Markets Firms Increasing Sports Partnerships
As private markets evolve, firms are increasingly leveraging sports sponsorships to build brand recognition. Carlyle’s deal with Red Bull Racing marks the first partnership of its kind between a major global private markets firm and a Formula 1 team. Other private markets players, such as Apollo and Blue Owl, have similarly pursued sponsorships in professional golf and tennis.
Growth in Carlyle’s Wealth Management Segment
Carlyle’s wealth business has been a rapid growth area, having raised over $60 billion since inception and nearly doubling assets under management in just two years. The firm is Red Bull Racing’s exclusive partner in the investment management sector, underscoring the strategic nature of this alliance.
Laurent Mekies, CEO and Team Principal of Oracle Red Bull Racing, welcomed the partnership, stating, “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.”
Industry Sponsorship Trends
The SponsorUnited report highlights technology as the leading sector in F1 sponsorship revenue, contributing $543 million, followed by financial services at $379 million. Additionally, AIX Investment Group recently sponsored driver Pierre Gasly in the 2025 season, featuring its logo on his helmet.
FinOracleAI — Market View
Carlyle’s partnership with Oracle Red Bull Racing is a strategic move to enhance brand visibility in a rapidly evolving private markets landscape. This alliance aligns with the industry’s shift towards engaging retail and high-net-worth investors through high-profile sports sponsorships. While the immediate financial impact is indirect, increased brand awareness could support Carlyle’s asset raising efforts and competitive positioning.
Impact: positive
