On the surface, it makes little sense why an allergy medication like Allegra would want to work with an F1 race team, as it did in May when it sponsored Andretti Global. While Allegra already appeared as a supporting sponsor on a Kroger-backed race car in NASCAR’s 2025 season, it took the lead position in Formula One.
Unlike Andretti’s other sponsors, like the chemical company Mapei, the tech conglomerate Siemens, and Amazon Web Services, there seemed to be little alignment between Allegra and F1.
But motorsports sponsorship has evolved, and CPGs like Allegra are finding creative ways to justify the investment, even though getting into F1 has way more hurdles compared to working with other major sports leagues like the NFL or MLB.
