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Between 1997 and 2001, ITV's coverage was sponsored by [[Texaco]], who outbid [[RAC Limited|RAC]] in December 1996.<ref>{{cite web|last=Beale|first=Claire|title=Texaco to pay pounds 12m for F1 motor racing sponsorship on ITV|url=http://www.prweek.com/uk/news/19881/NEWS-Texaco-pay-pounds-12m-F1-motor-racing-sponsorship-ITV/?DCMP=ILC-SEARCH|publisher=PR Week|date=1996-12-06}}</ref> For the first year, the sponsorship promotion was created by Steve Pickard and directed by David Harris who were both from IMP. The sponsorship credits were based upon the speed and excitement of a Formula One team refuelling one of their racing cars with a circular theme involving the Texaco logo.<ref>{{cite web|last=Green|first=Harriet|title=ITV pulls out all the stops for Formula One|url=http://www.brandrepublic.com/news/20062/|publisher=BrandRepublic|date=1997-03-07|access-date=2012-09-15}}</ref> Texaco placed £12 million in the first three years of their contract with ITV. The credits were directed by Darryl Goodrich and produced by Nicolas Unsworth.<ref>{{cite web|last=Green|first=Harriet|title=ITV pulls out all the stops for F1 revamp with Texaco's pounds 12m|url=http://www.campaignlive.co.uk/news/20062/ITV-pulls-stops-F1-revamp-Texaco-rsquos-pounds-12m/|publisher=Campaign|date=1997-03-07}}</ref>
''[[The Daily Telegraph]]'' signed a one-year £4.5 million deal to take over the sponsorship in 2004.<ref>{{cite news|last=Garside|first=Kevin|title=Telegraph drive into Formula One|url=https://www.telegraph.co.uk/sport/2373661/Telegraph-drive-into-Formula-One.html|publisher=The Telegraph|date=2004-02-24|access-date=3 April 2018|archive-url=https://web.archive.org/web/20180202012453/http://www.telegraph.co.uk/sport/2373661/Telegraph-drive-into-Formula-One.html|archive-date=2 February 2018|url-status=live|df=dmy-all}}</ref>
For a period in 2006, Swiftcover.com sponsored the coverage from that year's San Marino Grand Prix. The screening of their sponsorship included Formula One drivers who were frustrated whilst speaking over the team radio to chickens in the pit lane.<ref>{{cite web|title=Swiftcover.com backs F1 on ITV|url=http://www.mediaweek.co.uk/news/551641/Swiftcovercom-backs-F1-ITV/|publisher=MediaWeek|date=2006-04-05}}</ref> For 2007, [[Honda]] took over as the main sponsor which also included Honda's logo being placed onto the ITV-F1 website with the aim to attract younger viewers.<ref>{{cite web|last=Huff|first=Phil|title=Honda to sponsor ITV's F1 coverage|url=http://www.f1network.net/main/s169/st113174.htm|publisher=f1network.net|date=2007-03-13|access-date=7 August 2012|archive-url=https://web.archive.org/web/20140420022111/http://www.f1network.net/main/s169/st113174.htm|archive-date=20 April 2014|url-status=live|df=dmy-all}}</ref> The idents for Honda's sponsorship were produced by Honda's creative agency Wieden and Kennedy which built upon the car manufacturers indisputable passion for motor racing.<ref>{{cite web|title=Honda moves up a gear|url=http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=1435&Title=Honda_moves_up_a_gear|publisher=U Talk Marketing|date=2007-03-15|access-date=7 August 2012|archive-url=https://web.archive.org/web/20140420012526/http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=1435&Title=Honda_moves_up_a_gear|archive-date=20 April 2014|url-status=live|df=dmy-all}}</ref>▼
In 2005, [[LG Electronics|LG]] took over the sponsorship with a £3.5 million contract for a year. Their sponsorship included the promotion of the LG Mobile brand among the aim for younger viewers to watch the programming.<ref>{{cite web|title=LG to sponsor F1|url=http://www.mobiletoday.co.uk/News/3501/____________LG_to_sponsor_F1.aspx|publisher=Mobile Today|date=2005-02-23|access-date=7 August 2012|archive-url=https://web.archive.org/web/20131213024212/http://www.mobiletoday.co.uk/News/3501/____________LG_to_sponsor_F1.aspx|archive-date=13 December 2013|url-status=live|df=dmy-all}}</ref>
For a period in 2006, Swiftcover.com sponsored the coverage from that year's San Marino Grand Prix. The screening of their sponsorship included Formula One drivers who were frustrated whilst speaking over the team radio to chickens in the pit lane.<ref>{{cite web|title=Swiftcover.com backs F1 on ITV|url=http://www.mediaweek.co.uk/news/551641/Swiftcovercom-backs-F1-ITV/|publisher=MediaWeek|date=2006-04-05}}</ref>
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For 2008, [[Sony]] signed a deal that was negotiated by OMD UK as the final sponsor of the network's coverage. The amount of sponsorship money was unpublished but was thought to be around £5 million. The idents were developed by fallon with digital and mobile assets developed by Dare.<ref>{{cite web|last=Ramsay|first=Fiona|title=Sony to sponsor ITV's F1 coverage|url=http://www.brandrepublic.com/news/789265/Sony-sponsor-ITVs-F1-coverage/|publisher=BrandRepublic|date=2008-03-05|access-date=7 August 2012|archive-url=https://web.archive.org/web/20081007181305/http://www.brandrepublic.com/News/789265/Sony-sponsor-ITVs-F1-coverage/|archive-date=7 October 2008|url-status=live|df=dmy-all}}</ref>
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