TUDOR
Racing Bulls F1 Sponsor
What Does TUDOR Pay Racing Bulls?
TUDOR’s Racing Bulls deal is worth about $3m a year on our figures. Nothing has been published, so it’s priced as a single-category watch partnership without any share of the team name, and the bigger placement for 2026 hasn’t come with fresh reporting on the fee.
That’s the lowest figure among the team’s featured partners, just under HUGO at $4m. Rival Swiss watchmaker TAG Heuer is valued at $10m for its deal with Red Bull, the senior team in the same family.
The $3m deal equals about 2 days of TUDOR's CHF460m revenue.
The team's partner directory, which lists TUDOR as a current partner without a fee or expiry.
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Insider · Issue 23
01 · The Last Race
Singapore by Salary
Pos
Driver
Pts
Salary
1
Max Verstappen
Red Bull
25
$70m
2
Charles Leclerc
Ferrari
18
$34m
3
Kimi Antonelli
Mercedes
15
$3.4m
4
Lando Norris
McLaren
12
$30m
5
Oscar Piastri
McLaren
10
$13m
6
Insider+
7
Insider+
Our Take · Insider+
What Each Point Now Costs Red Bull
More Racing Bulls Sponsors
Official Partner
How the TUDOR Racing Bulls Partnership Works
TUDOR makes mechanical watches in Switzerland as Rolex’s sister brand, with its base in Geneva and its manufacturing in Le Locle. It doesn’t publish accounts, but Morgan Stanley and LuxeConsult put its 2025 sales at around CHF460m.
As an official partner it’s had its name on the car and the drivers’ race suits since 2024. For 2026 the logo moved onto the rear wing of the VCARB 03, spanning its full width, which the team described as a deepening of the partnership. No term or end date has been published.
Team page confirming the TUDOR logo spans the rear wing in 2026 and calling it a deeper partnership.
TUDOR's February 1, 2024 announcement with car and race suit branding and quotes from Eric Pirson and Peter Bayer.
Reports Morgan Stanley and LuxeConsult's analyst figure of CHF460m in 2025 sales, not audited accounts.
Covers TUDOR's place alongside Rolex under the Hans Wilsdorf Foundation and Rolex's F1 timekeeping from 2013 to 2024.
What Brought TUDOR to Racing Bulls?
TUDOR sells itself as the daring choice in Swiss watchmaking, and CEO Eric Pirson launched the deal by talking up the brand’s will to do things differently. A team that had just swapped the AlphaTauri name for Visa Cash App RB gave it a fresh identity to join from day one.
Sport is how TUDOR builds its name, with the All Blacks, Inter Miami and its own pro cycling team among its partners, and F1 adds a motorsport slot. The team is fifth in the 2026 constructors’ standings after Austin, with Liam Lawson ninth among the drivers.
TUDOR's partnership directory, including the All Blacks, Inter Miami, and TUDOR Pro Cycling.
Official standings after the United States Grand Prix, with Racing Bulls fifth and Liam Lawson ninth.
The two one-off Black Bay Ceramic watches made for Tsunoda and Ricciardo at the 2024 Miami Grand Prix.
November 2024 story on the livery-matched watches Tsunoda and Lawson wore for the Las Vegas race weekend.
Records TUDOR's title sponsorship of the series in 2014 and 2015 and WeatherTech taking over from 2016.
TUDOR Motorsport History
TUDOR’s racing ties go back to the Tudor Watch Racing Team of the late 1960s, and its Racing Bulls deal in 2024 was billed as a return to motorsport.
TUDOR F1 Sponsorship Questions
TUDOR sponsors Racing Bulls, the team known in full as Visa Cash App Racing Bulls. It joined as an official partner for the 2024 season, and in 2026 its logo runs across the rear wing of the VCARB 03. The Swiss brand’s name also appears on the drivers’ race suits.
Yes, TUDOR’s Racing Bulls partnership is its own deal, even though TUDOR is Rolex’s sister brand and both belong to the Hans Wilsdorf Foundation. Rolex’s F1 link was a championship-wide timekeeping deal that ran from 2013 to 2024, whereas TUDOR backs a single team.
F1 Salaries puts TUDOR’s Racing Bulls deal at about $3m a year, as neither the watchmaker nor the team has published a fee. That’s the figure for a single-category watch partnership, and the logo’s move to the rear wing in 2026 hasn’t come with any new reporting on the price.
TUDOR has a long motorsport history, starting with the Tudor Watch Racing Team in the late 1960s. It was later title sponsor of IMSA’s United SportsCar Championship in 2014 and 2015, and it described the Racing Bulls deal in 2024 as its return to motor racing.
TUDOR made two unique Black Bay Ceramic watches for Yuki Tsunoda and Daniel Ricciardo at the 2024 Miami Grand Prix, with dials taken from the Cash App Visa Chameleon Card. Tsunoda and Liam Lawson then wore livery-matched pieces at the Las Vegas race that November.