TeamViewer records 85% attribution, twenty points above the title partner of the grid
TeamViewer records 89.4% recognition and 85% attribution on the motorsport audience, above the grid average and above every larger technology deal tested.
TeamViewer is recognised by fewer people than Oracle and attributed by far more. On the question a sponsorship is bought for, the smaller deal wins by twenty points.
The reading comes from the BoxBoxd Brand Recall Index, a test the motorsport audience takes on the platform through the 2026 season.
A sponsor logo appears blurred with no name attached and the audience answers three questions in order: name the brand, name the team it belongs to, then say where the branding appears on the car. TeamViewer was tested 367 times. 89.4% named the brand, 85% attributed it to the right team and 42.2% said where it appears.
What the partnership is
TeamViewer has been a Mercedes AMG Petronas premium partner since 2021, with the remote connectivity brand on the engine cover and the cockpit surround. It is a business software company selling to companies, in the same category as the title partner of Red Bull Racing.
Recognition of 89.4% is the third lowest of the set, which follows a brand smaller than a consumer name. Attribution of 85% is above the grid average of 82.2% and 19.5 points above Oracle.
Why does the smaller deal attribute better?
Placement is the mechanism again. 42.2% of the audience placed the branding correctly, close to the grid average and 14.3 points ahead of Oracle. The engine cover and cockpit surround are smaller surfaces than a sidepod and they are the surfaces held in an onboard shot.
The second condition is exclusivity of association. TeamViewer has been on one team since it entered the sport and has no prior team in the audience memory. Every point of recognition it has built inside motorsport belongs to that association.
A brand that arrives with low outside recognition converts more of what it buys. A brand that arrives with high outside recognition, as Oracle did, gets tested on whether the sport added anything to it.
Does the answer change with allegiance?
Sorted by the team each respondent supports, TeamViewer attribution runs from 90.7% among Red Bull Racing fans to 80.2% among Ferrari fans, a spread of 10.5 points.
Attribution holds up across rival audiences, which is the sign of an association that has settled rather than one carried by the team fanbase alone.
Red Bull Racing
McLaren
Mercedes
FerrariThe comparison that changes a budget conversation
Two technology partners, two similar categories, one title deal and one premium partnership. Measured on recognition the title partner wins. Measured on attribution and placement the premium partnership wins both.
The practical consequence is that a sponsorship budget can buy the second question directly by choosing a smaller surface on a team where the brand is the only one in its category, rather than buying the largest available panel and assuming the association follows.
Frequently asked questions
Which F1 team does TeamViewer sponsor?
Mercedes AMG Petronas. TeamViewer has been a premium partner since 2021, with branding on the engine cover and the cockpit surround.
Do fans know TeamViewer sponsors Mercedes?
85% of the motorsport audience attributed the logo to the right team on the BoxBoxd Brand Recall Index in 2026, above the grid average of 82.2%.
Is TeamViewer or Oracle better remembered in F1?
Oracle is recognised by more of the audience, 90.5% against 89.4%. TeamViewer is attributed to the right team by 85% against 65.5% for Oracle.
Where does the TeamViewer branding appear and do fans know?
42.2% of the motorsport audience answered the placement question correctly for TeamViewer on the BoxBoxd Brand Recall Index in 2026, against a grid average of 46.1% across the eleven brands tested.
Is TeamViewer recall above or below the motorsport average?
TeamViewer records 89.4% recognition against a grid average of 94.3% and 85% attribution against a grid average of 82.2%, measured across 367 tests in the 2026 season.
Which fans attribute TeamViewer correctly most often?
Red Bull Racing fans, at 90.7% attribution for TeamViewer on the BoxBoxd Brand Recall Index in the 2026 season.
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. The one number version of this reading, for citation, is at boxboxd.fun/brand-index/teamviewer-sponsor-attribution.