Liam Lawson, Racing Bulls’ driver, is steadily establishing himself in Formula 1, with his influence felt both on and off the track. In 2026, Racing Bulls finalized their driver line-up by selecting Lawson for one of their seats, choosing him over Yuki Tsunoda despite Tsunoda’s longer ties to Red Bull and Honda.
The decision came after Racing Bulls had already committed to promoting Arvid Lindblad from Formula 2, creating intense competition for the second seat alongside Lindblad. This development highlights Lawson’s rising status within the sport and the team’s evolving strategy for the upcoming season.
Assessing Lawson’s Potential and Team Challenges at Racing Bulls
Among all the Formula 1 teams participating in 2026, Racing Bulls stands out as the sole team with drivers yet to secure a podium this season. Arvid Lindblad, officially racing under a British license, is working to leverage his Swedish and Indian heritage to expand his racing profile.
Lawson, originally from New Zealand, commands a more modest core following in his home country. However, his commercial appeal has gained attention; Adam Williams, GRV Media’s head of finance and governance compliance, has praised a recent sponsorship deal Lawson brought from New Zealand, underscoring his growing marketability despite a smaller audience.
How Lawson’s Personal Brand Attracted Key Sponsorships for 2026
One notable sponsor joining Lawson for the 2026 season is Zuru, a global leader in the toy industry. This partnership reflects not only Lawson’s increasing visibility but also a strategic alignment between his personal brand and Zuru’s roots and ambitions.
According to Adam Williams:
“Lawson has built a strong personal brand. He was a rising star during his karting days and he has made his breakthrough early in his career, so there’s been a lot of hype building in that time.”
Williams highlighted that while Lawson’s social media following is smaller compared to many other drivers, this is partly due to his earlier stage in the sport. Moreover, the engagement strategies his team implements provide additional value to sponsors.
He added,
“He’s been on the cover of GQ magazine and is one of the more outspoken and forthcoming drivers on the circuit. For sponsors, as long as he’s not courting major controversy or doing anything that could damage their brands, that noise is inherently good for them. It translates to more eyeballs on their products.”
The renewal of Lawson’s helmet sponsorship with Zuru, although not the largest deal on the grid, signals important trends in Formula 1’s commercial sphere.
Williams explained,
“Zuru was founded in New Zealand, and, obviously, there is a huge interest from Kiwis in Lawson. They sell products globally, of course, but associating with someone like Lawson, who is emblematic of their roots, has natural branding benefits.”
He also pointed out that toy companies like Lego and Hot Wheels have increasingly entered Formula 1 sponsorships, recognizing a natural fit between their brand stories and the energetic spirit of the sport. The presence of Zuru, which is expanding into technology markets, further represents this broader commercial evolution.
The value of Lawson’s deal with the company will only be modest, but it does speak to trends in F1’s commercial landscape.
Warnings from Racing Bulls Leadership on Lawson’s Formula 1 Future
Despite Lawson’s promising trajectory, his path in Formula 1 faces significant hurdles. Early in 2025, he experienced a disappointing two-race stint with Red Bull’s senior team, missing a key opportunity to cement his place there.
Former world champion Damon Hill expressed skepticism about Racing Bulls’ prospects of emerging as a top team, suggesting Lawson must either prove Red Bull’s decision wrong or attract interest from other manufacturers within the Formula 1 paddock to continue advancing his career.
Alan Permane, Racing Bulls’ team principal, has indicated that retaining Lawson is not crucial for the team’s future, emphasizing the frequent rotation of young drivers within the Red Bull framework as an additional challenge for Lawson’s stability.
Though Lawson’s commercial backing does not impact contract decisions significantly, it remains a positive factor that shows sponsor confidence in his long-term potential within the sport. David Coulthard has also expressed optimism, stating Lawson could maintain a Formula 1 presence “for several years.”
