Mercedes printed money in 2025 despite finishing second in the constructors' championship, pulling in £633.4 million in revenue and cutting a £125 million dividend check to its shareholders. Sponsorship and licensing drove more than £415 million of that haul, with 24 partners on the books including fresh deals with adidas, Meta AI and Nasdaq. Operating profit climbed to £166.7 million, proof that the cost cap hasn't killed the business case for winning teams.
The downside: Mercedes got shoved aside on TV. Its share of broadcast coverage fell from 15.5% to 13.2%, a direct result of McLaren's title fight sucking up airtime. CrowdStrike CEO George Kurtz bought into Toto Wolff's ownership group in November, and the team now leads the 2026 championship by 134 points heading into Austin, where both cars are expected to run the latest upgrade package.
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