Oscar Piastri sponsors reach the audience McLaren cannot: 62.5% of his fans support another team
The Piastri audience data for sponsors: 62.5% supports a team other than McLaren, the widest gap measured, 18.6% is American and it is twice as active as the largest audience on the grid.
Oscar Piastri carries the most portable audience on the grid. 62.5% of the people who name him as their favourite driver support a team other than McLaren, the widest gap measured on any driver. Two thirds of his audience can only be reached through him, which is the entire argument for a personal contract in one number.
The most portable audience measured
The measurement asks each member of a driver audience which team it supports. For Piastri only 37.5% answers McLaren, 2.1 times the grid average yet barely a third of his following.
Mercedes takes 19.8%, Ferrari 13.3, Williams 12.1 and Red Bull Racing 8.7. The audience follows the person and has already said so in the data.
The reading splits a sponsorship decision in two. A brand already on the McLaren car reaches the 37.5% through the team deal, a personal Piastri contract adds little there. The other 62.5%, the majority, is unreachable at any price through McLaren.
McLaren
Mercedes
Ferrari
Williams
Red Bull Racing
VCARBTwice as active as the biggest audience on the grid
Size is where the Piastri case looks weakest and activity is where it reverses. 32.7% of his audience logs a race and 71.3% comes back the race after, against 14.8 and 57.3 for the Verstappen audience. The smaller following is twice as engaged as the largest one in the sport.
The market reading adds the third leg: 18.6% of his audience is American. For a team or a brand building a United States programme, that arrival can be priced in advance instead of hoped for. It travels with the driver wherever he signs.
Logs a race, PiastriComes back next race, Piastri
Logs a race, VerstappenComes back, Verstappen
What a personal Piastri deal is worth
A follower count treats every audience as the same product. This one is not: it is majority portable, twice as active as the grid reference and a fifth American. Each of those properties prices differently and none of them appears in a media valuation.
The one in five of his audience that supports Mercedes is the sharpest line in the file: a co branded activation is built exactly to reach a group like that.
An incoming team does not buy a fanbase with a driver, it buys a market and a level of activity. Both are measurable before the contract is signed.
Frequently asked questions
Who sponsors Oscar Piastri?
The commercial question the data answers first is what a Piastri deal reaches: 62.5% of his audience supports a team other than McLaren, so most of his following is only reachable through a personal contract.
Do Piastri fans support McLaren?
A minority does. 37.5% of his audience supports McLaren, 2.1 times the grid average. Mercedes follows at 19.8% and Ferrari at 13.3.
How active is the Piastri audience?
32.7% logs a race and 71.3% returns the race after, roughly twice the rates of the Verstappen audience on both measures.
How American is the Piastri audience?
18.6% of it is in the United States, a share a brand building an American programme can price before signing.
Want this reading on your own brand?
The full report behind this article, with the split by team audience, market composition and the change across the season, is available to teams, brands and agencies.
Source: BoxBoxd, the motorsport social network. The Brand Recall Index is measured on the BoxBoxd audience through the 2026 season, where a blurred sponsor logo is shown with no name attached and three questions follow: name the brand, name the team, place the branding on the car.