Formula 1 has entered a new kind of race—one powered not by aerodynamics or engine specs, but by consultancy.
Announced ahead of the 2025 Miami Grand Prix on April 29, F1 has named PwC as its official consulting partner in a new multi-year agreement.
According to the official press release, the collaboration is designed to “drive performance and operational excellence across Formula 1’s global business,” marking a notable expansion in the role professional services firms are playing within the world of sport.
The deal will see PwC use its consulting expertise to support Formula 1’s strategic goals, though specific projects or deliverables have not yet been detailed. The partnership will also give PwC access to F1 events for stakeholder engagement and brand visibility, highlighting how consultancy firms increasingly see value in aligning themselves with high-profile global sports properties.
The growth of sports consulting
This partnership is far from isolated.
In fact, it reflects a broader and rapidly growing trend: the increased integration of consultancy firms into the fabric of professional sports. From performance optimisation to digital transformation, major clubs, leagues, and franchises are turning to consultants to help solve problems once addressed solely in-house.
The global sports consulting market is booming, valued at approximately $6.27bn in 2023 and is projected to reach around $13.47bn by 2031, growing at a compound annual growth rate (CAGR) of 10.03% during the forecast period.
That demand is being driven by a complex cocktail of pressures—commercial expansion, shifting fan behaviours, technological disruption, and increased financial scrutiny—all of which have pushed sports organisations to seek outside expertise.
Other recent examples reinforce the pattern. Deloitte has played a high-profile role in motorsport through its partnership with McLaren Racing, offering services that span analytics and operational efficiency.
The two struck up a partnership in 2020, with the big four firm appointed the team’s official transformation partner. The relationship was extended in 2023 with the view of aiding a shift to a more sustainable programme for growth.
Meanwhile, niche firms like Two Circles have carved out a specialist role in helping sports rights holders harness fan data to build more effective commercial strategies.
What unites these partnerships is a strategic pivot: sports are now full-fledged business ecosystems. For rights holders, consultants offer a toolkit for transformation: from identifying new revenue streams to navigating ESG expectations and expanding into new global markets. For consultancy firms, sport offers visibility, access to affluent audiences, and a testbed for innovation.
As for Formula 1, the PwC deal underscores the organisation’s intent to maintain its growth trajectory not just on track, but off it.
