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Sponsors know the deal before they get involved, they know that F1 is behind a paywall and likely to be behind an ever bigger one in the future.
So it's up to them if they think they are getting a good or bad deal.
The sport is rapidly losing fans, so that is more of a worry than anything else, I think the sort of deals that are done by major F1 sponsors, tv coverage is not that pivotal, it is tie ins, advertising away from actual racing channels, media, social media that is the big thing. Networking really.
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