Over cold drinks in the Florida heat, this TechCrunch reporter watched from the paddock as founders and investors — the rich and the richer — mingled in search of deals. Conversations barely paused, except for the occasional glance at the track where drivers, sealed inside multi-million-dollar machines, chased the chequered flag.

F1 weekend is a three-day affair, with the race as the finale. In between are kickoffs, soirées, cocktail parties, dinners, and nightclub takeovers — spaces where business and pleasure blur. Events like this, where wealth concentrates, have historically been places where business deals are struck. But the popularity of the F1 paddock has grown in recent years, especially among the startup and venture crowd.

“It’s a hot place for everyone with access trying to strike a deal,” one founder said, recalling being brought to the paddock by a venture firm two years ago.

This year, Chandler Malone, a founder, said he didn’t even attend the race; he only went to some of the side events. So many venture firms were hosting them and much more than usual, he said.

“You name the fund, it was someone there hosting clients,” Marell Evans, an investor, also told TechCrunch. “Lots of folks missed Milken for F1 Miami.”

F1 teams, once sponsored by major oil, tobacco, banks, and alcohol companies, have embraced the new railroad giants. The F1 team liveries this season — plastered with AI, cloud computing, and enterprise company logos — is a literal sign pointing to where the money is.

The past five years reflects the shift. In that time, Oracle became the title sponsor of Red Bull Racing team, the Mercedes-AMG PETRONAS F1 team struck a multi-year partnership with Microsoft, CoreWeave became Aston Martin Aramco’s official AI cloud partner, Anthropic began working with Williams Racing, Palantir and IBM partnered with Ferrari, AWS began providing data analytics to F1, and the audio app ElevenLabs and fintech Revolut have teamed up with Audi.

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Some VC and PE firms also own stakes in F1 teams, including Dorilton Capital’s 2020 acquisition of Williams Racing and the 200 million euro investment into Alpine by backers Otro Capital, RedBird Capital Partners, and Maximum Effort Investments.

Hannan Happi, founder of the climate startup Exowatt, credits the 2020 Netflix F1 show “Drive to Survive” as a catalyst for increasing audience interest. But the tech industry showing up in force is more recent, Happi said, “really the last three or four years.” He cited all the big tech companies that have moved into the sport, including crypto and AI brands. “Where the sponsors go, the executives will follow,” he said.

A concentration of enterprise buyers

Image Credits:Chris Arjoon/Icon Sportswire / Getty Images

It’s no wonder, then, that TechCrunch ran into Lightspeed Ventures CMO Josh Machiz, who explained that founders and execs from many startups in its portfolio were also roaming the paddock. The goal for them, he said, was to strike some enterprise deals with other startups and tech giants.

Though TechCrunch ran into Machiz in the IBM Paddock, he said the firm actually has a structured program in place with Aston Martin to help introduce Lightspeed founders to Aston Martin and its enterprise clients. In the paddock, CIOs and CISOs stand next to CEOs, and rooms are small enough for people to actually chat with each other, Machiz said. Aston Martin, like all the F1 teams, is actively looking for ways to leverage the latest tech, as well as meet the founders behind it.

Technology has always been central to F1, helping drive advancements in consumer tech and car safety. Looking ahead is how teams stay ahead and these days, if a startup like Anthropic gets big enough, the team can nab a future sponsor, too.

Machiz calls Lightspeed the first firm to formalize this kind of partnership and said the Miami race brought in 10 portfolio companies. And it produced results, he said. One of the firm’s blockchain companies struck a handshake deal dover the weekend, and one of its AI infrastructure startups closed two more. Two came from Aston introductions, while the third came by chance, he said.

“The Aston

The hottest place for startups to strike a deal? The F1 paddock