Hintsa, the high-performance coaching firm behind 19 Formula 1 World Drivers’ Championships, has published a landmark report revealing that many sponsors are missing out on the full potential of their involvement in the sport.
Titled “The Hidden Value of Formula 1”, the report features insights from two-time World Champion Mika Häkkinen and leading sponsors to track the evolution of F1 sponsorship from branding on cars to boardroom transformation.
More than a sport, Formula 1 is now a masterclass in team performance, resilience, and mental agility. Leading companies like Bang & Olufsen, Charlotte Tilbury, Maaden and others are applying the same high-performance strategies seen in the paddock to drive employee engagement, leadership development, and cultural transformation within their own organisations.
However, the report from Hintsa argues that many sponsors fail to grasp this deeper opportunity. Formula 1 is one of the most demanding performance ecosystems on the planet, mirroring many of the same pressures businesses face. From navigating rapid change to managing global operations and sustaining performance under pressure, Formula 1 offers brands more than visibility: it offers a working model for organisational excellence.
Rather than simply watching drivers and teams perform under pressure, brands can learn how they do it - and apply those lessons internally.
Two-time World Champion Mika Häkkinen puts it simply in the report: “F1 is not just a sport. I truly believe F1 is a masterclass in leadership, culture, team building and sustained high performance.”
The report outlines five areas where businesses can adopt lessons from the paddock:
1. Embrace Seasonality: Follow F1’s performance cycle of intensity and recovery.
2. Optimise Travel & Jet Lag Recovery: Apply chronobiology and performance-based travel protocols.
3. Apply Performance Psychology: Use mental mode-switching and pressure simulation techniques.
4. Team Performance Psychology: Strengthen team dynamics with structured debriefs and emotional regulation.
5. Brain Health: Build cognitive longevity through Hintsa’s 3S model – Stimulus, Supply, Support.
Some sponsors have begun implementing this approach. As Kristian Teär, CEO of Bang & Olufsen said:
“We came into Formula 1 through passion, alignment and performance. F1’s unique value is not just in brand visibility, but in technical innovation and human performance behind the scenes. Beyond brand value, the partnership gives us insight into human performance mindset, and real-time learnings from working closely with a high-performance partner.”
Annastiina Hintsa, CEO of Hintsa, said:
“Formula 1 has always been about pushing the limits of human performance. At Hintsa, we help business leaders apply those same principles to their organisations - building stronger cultures, more resilient teams, and lasting success. If you’re investing in F1, you’re investing in a blueprint for high performance - and we’d love to help you unlock it.”
About Hintsa
Hintsa Performance is a global leader in high-performance coaching and wellbeing services. For over 30 years, the company has repeatedly proven its science-based coaching methods in the most challenging business and sports environments. Clients from Formula 1 champions to Fortune 500 CEOs and world-leading companies trust Hintsa’s performance coaches and specialists to help them succeed. Hintsa-supported drivers have won 19 Formula 1 World Drivers’ Championships, and 8 World Constructors’ Championships have been secured by teams working with Hintsa experts. To date, Hintsa has supported 500+ organisations — from leading expert institutions to global Fortune 500 companies — achieve sustainable high performance.
