Aston Martin’s brand is synonymous with luxury cars and 007 cool, but even the suave need cash. The company recently agreed to sell the naming rights of its F1 team to parent company AMR GP for £50 million.

The move comes as part of a wider effort to shore up liquidity after car deliveries dipped and tariffs squeezed profits, sending the company’s share price sliding.

The sale reflects the financial pressures facing many F1 teams. Running a competitive operation costs hundreds of millions of pounds, and naming rights can provide a significant revenue injection.

Aston will retain its racing entity but will carry a different name, similar to how Sauber competes as Stake F1 Team. Some fans feel uneasy about losing the heritage branding; others accept it as the reality of modern motorsport.

It’s a reminder that racing is an expensive business. By selling its name, Aston hopes to keep its F1 project afloat while focusing on its road car turnaround, which includes launching new models and electrifying its fleet.

 The trade‑off might be worth it if it keeps the team competitive and attracts sponsors. After all, F1 is as much about money as it is about horsepower, and financial savvy is as crucial as straight‑line speed.