Finance
Aston Martin to Sell F1 Branding Rights as It Warns of Bigger Loss
Published by Global Banking & Finance Review®
Posted on February 20, 2026
2 min readLast updated: April 3, 2026
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Quick Summary
Aston Martin expects a wider 2025 annual loss as tariffs and weak demand in North America and China weigh on results. The adjusted operating loss is seen below the lower end of market consensus.
Aston Martin to Divest F1 Branding Amidst Projected Losses
Feb 20 (Reuters) - Aston Martin is to sell the right to use its name on the Aston Martin F1 Team for 50 million pounds ($67.29 million) to bolster its finances after a challenging year.
The British luxury carmaker, facing tariff pressures and weak demand in North America and China, also warned on Friday of a bigger annual loss than the market expected, hitting its shares which fell more than 4%.
Aston Martin's Strategic Financial Moves
The company said the perpetual naming rights deal with AMR GP Holdings, which operates its Formula One racing team, would "enhance the group's liquidity position".
Aston Martin has been trying to shore up capital throughout the year, including a $162 million injection from Chairman Lawrence Stroll and a deal to sell its stake in his F1 team in March.
Known as the car driven by James Bond, the carmaker cut back its spending on developing new vehicles in October, citing "extremely subdued" Chinese demand and broader sector pressures in the UK.
Market Reactions and Shareholder Involvement
Aston Martin shares were down 4.4% at 57 pence by 0842 GMT.
The F1 branding rights deal will require shareholder approval as a related‑party transaction involving Stroll, who indirectly controls AMR GP.
Shareholders representing 54% of the company, including Stroll's Yew Tree Consortium, Geely and Mercedes-Benz, have given binding commitments to vote in favor of the naming rights sale.
Impact on Car Deliveries and Financial Forecast
Ahead of its scheduled annual results on February 25, Aston Martin on Friday said it delivered nearly 10% fewer cars this year, hurt by fewer high-margin special deliveries in the year.
The company expects an adjusted operating loss slightly below the lower end of market consensus of a loss between 139 million pounds and 184 million pounds ($187.07-$247.35 million), according to company-compiled consensus.
Aston Martin said it continues to expect material improvement in 2026 driven by around 500 deliveries of its Valhalla hypercar model and ongoing cost-cutting measures.
($1 = 0.7439 pounds)
(Reporting by Yamini Kalia in Bengaluru; Editing by Nivedita Bhattacharjee and Jane Merriman)
Key Takeaways
- •Aston Martin warns of a wider-than-expected 2025 adjusted operating loss.
- •Tariffs and weaker demand in North America and China are key headwinds.
- •Management expects the loss to come in below the lower end of consensus.
- •Results highlight pressure on sales and margins through 2025.
- •Investor focus turns to guidance updates and cost-control measures.
References
Frequently Asked Questions about Aston Martin to sell F1 branding rights as it warns of bigger loss
1What is the main topic?
Aston Martin forecasts a wider-than-expected 2025 annual loss, citing tariff pressures and softer demand in North America and China that are weighing on performance.
2Why is Aston Martin expecting a deeper loss?
New and evolving tariffs and weaker demand in key markets, particularly North America and China, are pressuring sales and margins, pushing the adjusted operating loss below prior expectations.
3What does this mean for investors?
The outlook underscores near-term earnings pressure and raises focus on guidance, cost controls, and model launches. Investors will watch for updates that could affect AML’s share performance.
