Carlyle to companion with Pink Bull System 1 group

Carlyle is about to announce a brand new partnership with System 1 group Oracle Pink Bull Racing as non-public markets companies intention to ramp up their publicity to the high-net price and retail investor cohorts, CNBC has discovered.

The settlement will plaster Carlyle’s branding on Pink Bull’s RB21 challenger, drivers’ group kits, the pit wall and the storage, the 2 corporations mentioned Tuesday. Monetary phrases of the deal weren’t disclosed.

“Our business is present process a unprecedented transformation, fueled by larger entry to personal markets and rising curiosity from a brand new technology of traders,” Carlyle CEO Harvey Schwartz mentioned in an announcement. “We’re excited to companion with probably the most illustrious manufacturers in world sport to have interaction new audiences and create long-term worth collectively.”

F1 groups have been raking in sponsorship {dollars} because the league soars in recognition. Final yr, the groups generated a mixed $2 billion in sponsorship income, in response to a latest report by SponsorUnited. That surpassed each league apart from the NFL, in response to the report. And F1 generated the best common sponsorship deal measurement at $6 million final yr, which was about eight occasions the typical for the NFL.

The non-public markets business has been inking partnerships — notably with sure sport franchises — with a purpose to carry extra model consciousness to companies because the business evolves towards funding from particular person retail traders. Different companies, resembling Apollo and Blue Owl, have pursued sponsorship offers inside skilled golf and tennis.

Wealth has been one of many fastest-growing areas inside Carlyle, elevating greater than $60 billion since inception and almost doubling the section belongings underneath administration in two years. Within the launch, Carlyle mentioned that it is Pink Bull’s unique companion within the funding administration business and that their alliance is the primary between an F1 group and a “main world non-public markets agency.”

“As an iconic agency in world finance, Carlyle brings a long-term perspective with an expansive community, and we look ahead to constructing a robust partnership on and off the monitor,” Laurent Mekies, Oracle Pink Bull racing CEO and group principal, mentioned within the launch

The SponsorUnited report mentioned the expertise sector drove essentially the most F1 group sponsorship income, contributing $543 million. Monetary companies got here in second, with $379 million, the report confirmed. AIX Funding Group not too long ago sponsored driver Pierre Gasly for the 2025 season, that includes its emblem on the aspect panel of his helmet.