Motorsport Sponsorship

Many of the world’s leading companies use motorsport sponsorship as a platform for marketing communications.

Companies make use of:

- Driver & Team sponsorship
- Event sponsorship
- Trackside advertising
- Media sponsorship

Trackside advertising and media programming sponsorship provide excellent targeted media exposure opportunities. Event sponsorship is well suited to locally-based national and international companies that are able to make use of specific events.

Driver & Team sponsorship is regarded as the most complete sponsorship solution as it provides an ongoing marketing platform that can be used in a variety of ways. Driver & Team sponsorship normally involves brand exposure on the driver and the racing car which is then used as a basis for marketing communications activities. This can include advertising campaigns featuring images of the driver and car, image building programmes, corporate hospitality at race events, promotional activity, media exposure and incentive schemes. Businesses are able to address specific target audiences through racing and also generate new business.

Motorsport is high profile and attracts media attention. It offers numerous opportunities for marketing and promotion and as a sports-marketing medium appeals to both automotive and non automotive-related companies.

Motorsport sponsorship programmes are designed to satisfy specific marketing objectives.

The most common uses from sponsorship include:

- Increasing brand exposure & awareness
- Building, enhancing or changing a brand’s image
- Differentiating a brand from its competitors
- As a basis for advertising & media campaigns
- Using corporate hospitality to entertain clients
- Associating with other Series sponsors
- Addressing a specific target audience
- Generating opportunities for new business
- Developing business to business opportunities
- As a platform for media activity
- A focus for sales promotional activity
- Using personal appearances & endorsements
- Using replica showcars for promotional events
- As a proving ground for products & services