The home appliance maker SharkNinja became a McLaren sponsor for five years in mid-September 2026. The deal covers four racing series and access to drivers Lando Norris and Oscar Piastri.
Formula 1 sponsors usually arrive in winter, showing their logo on a new car in February. SharkNinja came in mid-season: the company asked McLaren to launch something before the end of the year, and the team agreed. That gives the brand several months of practice before the 2027 season.
This is the company's biggest sports project. Previously it backed individual events: the 2025 Women's Rugby World Cup, where it was the official home appliance partner, and a Euro 2024 campaign with Thierry Henry, Peter Crouch and Bastian Schweinsteiger. Both ended within a few weeks.
According to Laura Dyer, SharkNinja's vice president for global brand and partnerships, content will be published on McLaren's and the company's channels, and both sides will approve posts. Materials will not automatically appear on the personal accounts of Norris and Piastri. “Their channels belong to them,” she said. The company wants the drivers involved in developing ideas, not reading a finished script.
The metrics are rough for now. The company will measure engagement through comments, reposts and watch time, with reach following. Later it plans to track brand awareness and whether McLaren's support changes sales of a specific product line.
McLaren engineers will work with the SharkNinja team for several hours a year in Needham, Massachusetts, including on battery life. Dyer did not say whether the McLaren name will appear on product packaging. The contract value was not disclosed.
