Since 2016, Libertex had built their brand around the world through consistent investment in sports sponsorship, with a focus on European football. Now, Playmaker helped them make a momentous move into Formula 1 as a Global Partner of KICK Sauber F1 Team.
Libertex
2025
Brand sponsorship analysis
Strategy development
Rights identification
Negotiation & procurement
Brand sponsorship integration
Libertex had invested in football sponsorship since 2016 as a Global Online Trading Partner of James Rodriguez, Valencia, Tottenham and Bayern Munich and they were now ready to make their next move in sport. With Formula 1 experiencing a meteoric rise in popularity, online trading brands were investing with increased frequency and Libertex were interested in evaluating opportunities in the world’s #1 motorsport.
Formula 1 popularity is at an all-time high and online trading brands have taken notice. With only 10 teams on the grid and a number of brands already investing, partnership positions were at a premium. With this in mind, Playmaker conducted a full analysis of the F1 grid, detailing all team availability for an online trading partnership in the 2025 season. Meanwhile, we worked with the Libertex team to evaluate how F1 partnerships could be activated to achieve maximum impact in line with their brand and marketing goals.
Taking their key markets into account, we identified KICK Sauber F1 team as the ideal partner for Libertex. With the team set to transition into the Audi F1 factory team from the 2026 season, it presented a unique opportunity to join an iconic automotive brand from the beginning of their journey in Formula 1.
Building on this, as a global-facing brand, a partnership with KICK Sauber F1 would give Libertex the opportunity to reach all key markets through a series of localised marketing activations spread across F1’s 24-race schedule hosted across 21 countries and five continents ever year. With an extensive rights package including VIP hospitality and on-ground race weekend event activation opportunities throughout the partnership, Libertex could engage in both B2B and B2C focused initiatives to drive their goals and sustain long-term growth.
As a sponsor of KICK Sauber F1 team, Libertex gained an exclusive partnership marketing platform that enabled them to reach 750m Formula 1 fans every season, promoting the various synergies that exist between success in online trading and motorsport including performance, precision and innovation. With Libertex branding appearing on the wing of KICK Sauber F1 cars across 24 race weekends in the 2025 season, the brand became a part of the F1 narrative during of the most highly anticipated seasons in the sport’s history. Looking ahead, partnering with KICK Sauber F1 as they transition into the Audi F1 factory team will provide Libertex with a unique alignment with F1’s most exciting new team from 2026 onwards, as the automotive German giant plan their ascent of the world’s #1 motorsport phenomenon.
Looking to find out more about Libertex’s partnership with KICK Sauber F1 and wider sports sponsorship investment by online trading brands? Get in touch with patrick.mccolgan@playmaker-sports.com to learn more
