The importance of Motorsport sponsorship (Formula 1, MotoGP, FormulaE, WEC, WSBK) for B2B companies cannot be underestimated. Let me tell you why these disciplines are the best to partner with to increase your sales.

Motorsport sponsorship, particularly of high-profile disciplines such as Formula 1, MotoGP, Formula E, the World Endurance Championship (WEC) and the World Superbike Championship (WSBK), offers a unique and attractive opportunity for B2B companies looking to increase their sales and overall brand visibility.

These championships not only offer the thrill and excitement typical of motor sports, but are above all powerful platforms for companies that want to engage their customers on an emotional level as well.

Motorsports brings values of innovation, reliability, high technology, performance just to name a few that are also characteristic of many companies operating in B2B. This affinity and sharing of values empowers partner companies to promote their brands, products and services consistently. In many cases, partners’ products are used by the teams, thus contributing in a factual way to the teams’ business, and in a world where every penny counts and people are always looking for a competitive advantage, both on the track and in general management, the adoption of a product stands for its validity. In fact there is an endorsement that comes not from mere brand exposure but from direct use by the teams; communication is enhanced by the authenticity of the partnership.

Here’s in detail why collaborating with these motorsports disciplines can be particularly beneficial for B2B companies:

1. Global exposure and brand visibility

Motor sports such as Formula 1 and MotoGP enjoy a global audience, with races held in various countries throughout the year. This international footprint gives sponsors unprecedented exposure, allowing B2B companies to present their brands to a global audience.
The vastness of this exposure can significantly increase brand awareness and prestige, which are also key points for companies operating in the B2B sector.
This topic may certainly seem more appropriate for B2C operations, but it should not be forgotten that with visibility and notoriety also comes authority.

2. Demographics of the target audience

The audience for these sports is diverse and includes a high concentration of corporate decision makers and high net worth individuals.
This makes them an ideal platform for B2B companies that wish to target their marketing efforts at a demographic that is difficult to reach through traditional marketing channels.
Engaging in motor sports sponsorship also allows for more direct and personal networking opportunities with potential customers and business partners who participate in these events.

3. Innovation and technology to be exhibited

Motor sports, particularly Formula 1 and Formula E and the WEC are at the forefront of technological innovation in automotive engineering and sustainability.
B2B companies involved in technology, components, sustainability solutions, software and services can take advantage of sponsorship opportunities to showcase their products. Demonstrating the effectiveness of one’s technology in the high-performance environment of these sports where even a hundredth of a second counts can serve as a testament to one’s ability to innovate.

4. Business networking opportunities

Motorsports events are not only races, but also gatherings of leading figures from the commercial, automotive, technology and general business sectors. On the runway we have seen from Hollywood celebrities to major captains of industry such as Jeff Bezos, Elon Musk, Bill Gates, Jaki Elkann, etc. etc. This environment is ideal for networking and allows B2B companies to build valuable relationships with potential customers, suppliers and partners. Many deals and partnerships are struck in the paddocks and hospitality areas of racetracks around the world where the shared passion for the sport often becomes the ice braker between the parties.

5. Content Marketing and Storytelling

The dynamic and visually appealing world of motor sports offers companies targeting other businesses interesting content to use in their marketing activities. Through storytelling, companies can align their brands with the values of determination, innovation, teamwork and success embodied in motorsport. This content can be used on various platforms, including social media, to engage audiences and create a more human brand image that they can relate to.
Again, there is an opportunity here for companies that contribute on a technical level to be able to tell about their products and how they contribute to the end result, some categories are by their nature meant to be less visible, I’m thinking for example of bearings, cables connecting all the electronic apparatus, Hi Tech equipment needed to produce the car and so on that while they are very important they live under the skin of the car and need to be told…well every category of motorsport provides that opportunity.

6. Employee involvement and corporate pride

Being associated with prestigious motorsport events can boost employee morale and promote a sense of pride in the workplace.
Internal communication is as important as external communication. This internal benefit can translate into increased productivity and greater brand advocacy within the company.

Some examples: the cases of Cognizant, Salesforce, SentinelOne, and DHL

The partnerships between Salesforce and Formula 1 and between Cognizant and Aston Martin represent strategic alliances that go beyond mere sponsorship.
They are emblematic of how B2B brands are leveraging high-profile sports platforms for deeper engagement and to showcase their technological prowess.

Salesforce and Formula 1: Salesforce’s sponsorship of Formula 1 is part of a broader strategy to engage partners across the technology ecosystem, including AWS, Zoom and Workday. This partnership allows Salesforce to showcase its CRM and cloud capabilities to a global audience, leveraging the worldwide popularity and visibility of Formula 1 to demonstrate how technology can improve the fan experience (eg #Driveroftheday powerd by Salesforce) and operational efficiency.

Cognizant and Aston Martin: Cognizant’s partnership with Aston Martin is a prime example of a B2B company diving into the world of sports to bring tangible technological advances. The partnership between Aston and Cognizant goes beyond branding, playing a key role in helping the team compete at the highest level of Formula 1 by leveraging its IT consulting and digital transformation services.

SentinelOne and Aston Martin, I quote here what was posted on their website sentilenone.com “Like racing, cybersecurity is constantly evolving. Today’s challenges have nothing to do with tomorrow’s. At SentinelOne, we provide companies with technology that thinks, learns and defends every attack, every second of every day. We believe it is important to be free from cyber threats, which is why we partner with the Aston Martin Cognizant Formula One™ Team. When you are free from threats, you have the freedom to focus on one thing: being on the cutting edge.”
In this statement is everything.

And what about DHL and Formula 1 , try typing the two words and you will come to a link that says: Formula 1 delivered by DHL, again there is no better endorsement than being able to state that for more than 20 years now DHL has been moving all the equipment and making it possible to hold the event as we know it, 24 times a year in 10 months.

To conclude

The extraordinary B2B partnerships in motorsport demonstrate the power of strategic alliances between companies and the racing world. These operations are not just about placing the logo on cars, but often involve deep technological collaborations, shared innovation platforms, and extensive networking opportunities that benefit both parties involved.

The decision to sponsor a team or motorsport event should not be taken lightly. It requires a strategic approach to ensure that sponsorship is in line with the company’s marketing goals and customers. However, if done correctly, motorsport sponsorship can provide significant benefits, including global brand exposure, targeted networking opportunities, and the chance to showcase innovation and technology.
Ultimately, these benefits help strengthen brand presence and, more importantly, increase sales and business growth.

The growth of B2B brands featured in Formula 1 in the 2024 season shows that big brands have embraced the concept and underscores the importance and potential of collaboration between motorsport and B2B companies.

These partnerships often include elements such as:

• Collaborative technology development, in which a supplier contributes cutting-edge technologies or materials by showcasing its capabilities on a global stage.
• Hospitality and networking opportunities by providing unique experiences for customers and stakeholders at events to enhance relationship building and customer engagement.
• Content marketing, to create compelling stories and content that highlight the value and innovation of the partnership.