Fernando Alonso is one of Formula 1’s biggest personalities, having won two championships and built an image as one of its elite performers on track.
He recently became the first 45-year-old to score a point in F1 in 52 years and his continued on-track success shows why brands still want to be involved.
This consistency is what makes him one of F1’s most commercially successful drivers, with various endorsements contributing a reported extra £5 million on top of his £15 million salary at Aston Martin Aramco F1 Team.
A huge commercial asset
Sports marketing expert Vincent Chaudel breaks down the key factors driving Fernando Alonso’s commercial longevity and endorsement portfolio.
Rather than relying solely on performance metrics, Alonso’s brand value rests on three core pillars: global reach, cross-generational digital scale, and deliberate premium positioning.
“You have several strengths regarding Alonso. The fact that he was the world champion, and the fact that he was part of a big brand like Ferrari in his career,” Chaudel told Sector.
“He’s also from Spain. Although it’s not a big country, the number of people who speak Spanish worldwide is extremely important. That can open up the European markets, but also part of South and North America.”
Alonso’s online following is among the largest in F1, with 7.8 million on Instagram and over 3.6 million on X (formerly Twitter).
Despite competing against younger drivers who grew up in the social media era, Alonso’s digital footprint remains a primary driver for major corporate sponsors, according to Chaudel.
You have several strengths regarding Alonso. The fact that he was the world champion, and the fact that he was part of a big brand like Ferrari in his career.
Vincent Chaudel
“Athletes with high followings are more important to developing business, cascading merchandising and communication,” said Chaudel.
“Alonso has around 15 million followers. Ok, it’s less than Lewis Hamilton and Max Verstappen, and we can explain that because it’s a question of fan generation, but it’s still an important indicator for him and the teams that hire him.”
This also informs many of his brand endorsements, with Alonso maintaining his elite sportsman image to build his business portfolio.
“In terms of endorsement, every sportsman has to manage their own image like a brand, and that means that you have to pay attention to the brand that you can deal with,” explains Chaudel.
“I don’t remember Alonso ever endorsing a cheap product. And the more you associate with those luxury brands, the bigger deals you get.”
With that in mind, Sector takes a look at Alonso’s various brand deals and endorsements that make up his portfolio.
Hugo Boss
Hugo Boss officially named Alonso as their global brand ambassador in July 2023, expanding its existing role as the official apparel and lifestyle provider for Aston Martin.
Alonso serves as the main face of its motorsport lifestyle campaigns and regularly attends fashion weeks and red-carpet events. Alonso is also a co-designer of some capsule collections that blend BOSS lifestyle with athletic wear.
An exact figure of the partnership is not public knowledge, but BOSS has other ambassadors whose partner valuations reach an estimated £1.1 million to £1.9 million.
Bang and Olufsen
Alonso is a prominent global ambassador for the premier Danish audio brand Bang & Olufsen.
He promotes its various audio equipment, including headphones and earphones, alongside his physical training and lifestyle. Alonso also has his own edition of the Beosound Explore speakers bearing his signature.
This contract is valued at roughly £250,000 to £500,000 per year, based on the baseline figure for Scuderia Ferrari HP driver Charles Leclerc.
A14 Management
Alongside his various brand ventures, Alonso also set up his own driver management company known as A14 – a play on his race number 14 and the initials of his last name and business partners.
Co-founded in 2022 alongside Albert Resclosa and Alberto Fernández, the agency selects and mentors young drivers, guiding them through various categories (from karting up to F1 and IndyCar) by providing physical training, strategic decision-making advice, contract negotiations, and career development.
Drivers who can count themselves as part of the management company include F1 driver Gabriel Bortoleto and upcoming talent Josep Maria ‘Pepe’ Marti, who currently races in Formula E.
Flexicar
Leading Spanish vehicle marketplace company Flexicar added Alonso to their brand ambassador roster in 2025.
Alonso provides a big presence in its key markets across Spain, starring in its TV commercials, social media campaigns, and advertising.
The contract also includes branding on Alonso’s racing helmet, with him appearing in commercials with well-known Spanish TV presenter Josep Pedrerol.
Cetilar
Italian sports nutrition brand Cetilar have been involved with Alonso since 2020, when they initially collaborated during his Dakar Rally exploits.
The partnership ties in well with Alonso’s dedication to physical fitness, with him endorsing their recovery creams and mental focus supplements over race weekends.
He also works closely with Cetilar’s medical and scientific teams to develop and refine products that are used predominantly by elite athletes.
Sticks’n’Sushi
A self-proclaimed fan of the Danish-Japanese restaurant group, Alonso previously publicly named it as his favourite restaurant chain. His investment stemmed from a connection with McWin Capital Partners, the foodservice private equity firm that acquired a majority share in Sticks’n’Sushi in early 2024.
Alonso formalised this relationship by acquiring a significant minority equity stake of over 20% in Sticks’n’Sushi in April 2025, representing his first direct investment in a restaurant chain.
Operationally, Alonso serves as both a strategic financial partner and an international brand ambassador.
His explicit goal within the partnership is to help scale the chain into a reference brand for Japanese and Asian-inspired casual dining across the UK and Continental Europe.
Finetwork
Spanish telecommunications provider Finetwork signed a major sponsorship deal with Alonso in 2021.
Alonso is the face of the brand across its TV, outdoor billboards, and digital marketing in Spain, often using viral F1 social media trends in ad campaigns.
One of those was Alonso’s anticipated 33rd F1 victory, which included offering promotional discounts at €33 in the country.
MMR Bikes
One of Alonso’s lifelong passions outside of F1 has been cycling. While it’s also an important part of his physical training, he has teamed up with MMR Bikes for a business venture.
MMR supplies Alonso with high-end customised bikes, including road and tailored mountain bikes that are built to handle his athletic training demands.
The brand gifted him an ‘Adrenaline SL Fernando Alonso edition’ for his 45th Birthday earlier this year, which included a custom frame and special Pirelli cycling tyres.
