健康合作伙伴瞄准F1车队及其日益活跃的粉丝
2026年，在F1维修区将看到睡眠追踪器、补水饮料和健身可穿戴设备的标志，这些地方曾经是银行、石油公司和科技巨头的专属。今年已有三支车队签约了健康合作伙伴。法拉利在一月份与健身可穿戴品牌WHOOP合作，这是WHOOP首次进入F1，将其标志印在赛车和车手装备上。
健康合作伙伴瞄准一级方程式车队及其日益活跃的粉丝
从车队运营的俱乐部到睡眠技术，健康和健身品牌已成为一级方程式文化的一部分，而且这项运动的粉丝也在接受这种文化
赛道之外的赛车文化。车手的生活方式、时尚、旅行、设计和那些让赛车不仅仅是一项运动的故事
在2026年的一级方程式维修区走一圈，你会在曾经只属于银行、石油公司和科技巨头的位置上看到睡眠追踪器、补水饮料和健身可穿戴设备的标志
今年有三支车队签约了健康合作伙伴。法拉利在一月份与健身可穿戴品牌WHOOP合作，这是WHOOP首次进入一级方程式赛车，将品牌标志印在了赛车和车手装备上。阿斯顿·马丁增加了睡眠科技公司Eight Sleep，其品牌标识位于车头和车手的头套上，并与能量饮料品牌Celsius签署了多年合作协议。麦克拉伦在四月份与补水品牌Liquid I.V.合作，这一消息在迈阿密大奖赛前几天宣布。
他们是在一个蓬勃发展的市场中投资。根据SponsorUnited的数据，2025年一级方程式赛车队的赞助价值为25.4亿美元，比前一年增长了22%。技术（7.69亿美元）和金融服务（4.56亿美元）仍然占据主导地位，但新的健康合作伙伴资金充足。WHOOP在2021年的估值为36亿美元，Eight Sleep去年筹集了1亿美元，百事公司在2022年为Celsius支付了5.5亿美元以获得股份。
查尔斯·勒克莱尔、法拉利、刘易斯·汉密尔顿、法拉利、弗雷德里克·瓦瑟尔、法拉利
每一项交易都是基于表现来销售的。‘在一级方程式赛车中，表现是整个赛季积累的微小进步的结果，’阿斯顿·马丁商业主管杰弗森·斯莱克在宣布与Eight Sleep的合作时说，并补充说‘睡眠是关键的表现输入’。法拉利的洛伦佐·吉奥吉蒂说WHOOP将使车队‘将我们的数据驱动方法扩展到赛车之外’。
在穿过营销话语的迷雾中，这一点是有实质内容的。这些产品旨在服务于机械师和工程师，同样也服务于车手。法拉利的医疗团队使用WHOOP数据来监测其员工的整体睡眠、压力和恢复情况，而Eight Sleep的床设计考虑到了长途旅行和时区变化。刚刚完成的从巴库到雪邦再到新加坡的三连赛，正是这些合作伙伴旨在帮助车队生存的考验。
但更大的奖励在车库里之外。
与银行或云计算公司不同，一个健康品牌销售的是粉丝可以为自己购买的东西，这正是重点。Celsius和阿斯顿·马丁将他们的跑步俱乐部带到了墨尔本、迈阿密、蒙特利尔和伦敦，在那里，穿过摄政公园的5公里（3.1英里）跑步比赛的门票已经售罄。Liquid I.V.通过在迈阿密针对北美粉丝的活动启动了与麦克拉伦的合作。
一级方程式已经成为一个健康目标——我们可以通过使用和拥抱我们在汽车两侧看到的产品和科技来努力实现这个目标。
我采访了克里斯汀·霍姆斯博士，她是WHOOP和法拉利车队之间性能科学合作的领导者。她向我确认，由于这次合作，平均团队表现、休息和压力水平比以往任何时候都要好。虽然这可能不会立即转化为赛道上的更好成绩，但你不能否认一个更健康的团队更容易得到支持。
目前，品牌们押注，粉丝们想要的不仅仅是赛车，还有日常训练的一部分。根据伦敦一场售罄的跑步俱乐部活动来看，他们可能是对的。
英文原文
Wellness partnerships target F1 teams and their increasingly engaged fans
From team run clubs to sleep technology, health and fitness brands have become part of F1's culture, and the sport's fans are buying in
Motorsport culture beyond the track. Driver lifestyle, fashion, travel, design and the stories that make racing more than a sport.
Walk through the F1 paddock in 2026 and you will see logos for sleep trackers, hydration drinks and fitness wearables in places once reserved for banks, oil companies and tech giants.
Three teams have signed wellness partners this year. Ferrari opened its commercial calendar in January with WHOOP, the fitness wearable brand's first move into F1, putting its logo on the car and the drivers' kit. Aston Martin added sleep technology firm Eight Sleep, whose branding sits on the car's nose and the drivers' balaclavas, and signed energy drink brand Celsius on a multi-year deal. McLaren followed in April with hydration brand Liquid I.V., announced days before the Miami Grand Prix.
They are buying into a booming market. F1 team sponsorship was worth $2.54 billion in 2025, up 22 per cent on the previous year, according to SponsorUnited. Technology ($769m) and financial services ($456m) still dominate, but the wellness newcomers are well funded. WHOOP was valued at $3.6bn in 2021, Eight Sleep raised $100m last year, and PepsiCo paid $550m for a stake in Celsius in 2022.
Charles Leclerc, Ferrari, Lewis Hamilton, Ferrari, Frederic Vasseur, Ferrari
Each deal is sold on performance. "In Formula 1, performance is the result of marginal gains accumulated over an entire season," said Aston Martin commercial chief Jefferson Slack when the Eight Sleep partnership was announced, adding that "sleep is a critical performance input". Ferrari's Lorenzo Giorgetti said WHOOP would allow the team "to extend our data-driven approach beyond the car".
There is substance to this while we wade through the marketing speak. The products are aimed as much at mechanics and engineers as at drivers. Ferrari's medical team uses WHOOP data to monitor sleep, stress and recovery across its staff, while Eight Sleep's beds are designed with long-haul travel and time zone changes in mind. The triple-header just completed, from Baku to Sepang to Singapore on consecutive weekends, is exactly the kind of stretch these partnerships are meant to help teams survive.
But the bigger prize sits outside the garage.
Unlike a bank or a cloud computing firm, a wellness brand sells something a fan can buy for themselves, and that is the point. Celsius and Aston Martin have taken their run club to Melbourne, Miami, Montreal and London, where tickets for a 5km (3.1 miles) run through Regent's Park sold out. Liquid I.V. launched its McLaren deal with a fan activation in Miami aimed squarely at North America.
F1 has become a wellness target - one that we can all strive towards by using and embracing the products and tech we see on the sides of the cars.
I talked to Dr. Kristen Holmes, who leads the performance science collaboration between WHOOP and the Ferrari team. She confirmed to me that the average team performance, rest and stress levels have improved more than ever thanks to the collaboration. While this may not translate immediately to better results on track, you cannot deny a healthier team is one easier to support.
For now, the brands are betting that fans want a piece of the routine as much as the racing. On the evidence of a sold-out run club in London, they may be right.
Motorsport.com ·
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