Liam Lawson inks new deal as Racing Bulls star’s ‘hype’ delivers financial boost

Follow us on Google Discover

Racing Bulls driver Liam Lawson has a growing reputation in Formula 1, and that’s having an impact on the track as well as off it.

Liam Lawson was one of the final drivers to discover that he would be on the F1 grid in 2026.

Racing Bulls had already committed to promoting Arvid Lindblad from Formula 2, but there was a battle going on for the second seat.

Lawson was eventually chosen over Yuki Tsunoda, despite the Japanese driver’s longer relationship with Red Bull and his links to Honda, which could prove to be useful for TPC running this year.

What is Liam Lawson’s CEILING in Formula 1?

Comment

Like or Comment

Have your say Sign-in now for free

Out of all of the teams on the grid in 2026, Racing Bulls are the only outfit whose drivers haven’t achieved a podium this year.

Lindblad’s official nationality in F1 is British, but he’ll be hoping to call upon his Swedish and Indian roots to boost his profile in the sport.

Lawson has a much smaller core audience in New Zealand, but GRV Media’s head of finance and governance compliance, Adam Williams, has been impressed by one commercial deal he’s secured from his homeland.

READ MORE: Who is Racing Bulls F1 driver Liam Lawson? Everything you need to know

Liam Lawson’s ‘strong personal brand’ earns Racing Bulls sponsorship for 2026

One of the brands backing Lawson in 2026 is Zuru, one of the largest toy companies in the world.

Reflecting on the deal, Williams explained: “Lawson has built a strong personal brand. He was a rising star during his karting days and he has made his breakthrough early in his career, so there’s been a lot of hype building in that time.

“If you look at metrics like social media followers, he’s near the bottom of the pile among the other drivers, but he’s also earlier in his career. And the kind of engagement his team are trying to drive on those platforms is valuable to sponsors, too.

“He’s been on the cover of GQ magazine and is one of the more outspoken and forthcoming drivers on the circuit. For sponsors, as long as he’s not courting major controversy or doing anything that could damage their brands, that noise is inherently good for them. It translates to more eyeballs on their products.

What one change would YOU make to the way Formula 1 is broadcast going into the 2026 season?

Let us know in the comments!

Comment

Like or Comment

Have your say Sign-in now for free

“The renewal of the helmet deal with Zuru isn’t the most prominent sponsorship, but it says something interesting about the commercial picture at F1, Red Bull and with Lawson himself.

“Zuru was founded in New Zealand, and, obviously, there is a huge interest from Kiwis in Lawson. They sell products globally, of course, but associating with someone like Lawson, who is emblematic of their roots, has natural branding benefits.

“Secondly, we’re seeing more and more deals with toy companies in F1. The Lego deal, the Hot Wheels deal. These brands have done the research and found that there is something in the spirit of the sport that aligns with the story they are trying to tell. It’s not just about exposure and how many viewers see your logo on a weekend; sponsors are taking a much more holistic view than that. Zuru are expanding into technology, too, which is also a blue-chip sponsorship category in F1.

“The value of Lawson’s deal with the company will only be modest, but it does speak to trends in F1’s commercial landscape.”

READ MORE: All to know about Racing Bulls from team principal to Red Bull affiliation

Liam Lawson sent warning over his F1 future by Racing Bulls boss

Lawson has already seen his chance at the senior Red Bull team come and go following a dismal two-race spell at the start of 2025.

Damon Hill has no faith that Racing Bulls will ever be a top team, and so Lawson either needs to convince Red Bull that they made a mistake, or catch the eye of another manufacturer in the paddock.

Racing Bulls boss Alan Permane doesn’t think keeping Lawson is essential to the team’s future, and the constant churn of young drivers in the Red Bull set-up doesn’t play in the 23-year-old’s favour.

Lawson bringing commercial partnerships with him to Racing Bulls is unlikely to make a difference to his future, but it’s a nice bonus.

It also shows that sponsors have faith that the New Zealander has a future in the sport, and David Coulthard agrees that Lawson could be in F1 for ‘several years’.