The sponsorship in motorsport is a powerful tool that can bring visibility, brand loyalty and significant economic returns for companies. However, the results of sponsorship do not occur overnight. Several studies and our 25 years of experience in the industry confirm that a sponsorship needs at least 3-5 years to reach its full maturity. Only after 7 years can the maximum value be reached, beyond which the benefit tends to stabilize. This article will explore in detail the importance of sponsorship duration and why programs that are too short risk being ineffective.

The Importance of a Multi-Year Sponsorship.

When it comes to sponsorship in motorsports-or any other sporting discipline-it is crucial to understand that success does not come immediately. The benefits of a sponsorship emerge through a gradual building of positive associations between the brand and the event or team. According to OMD research, the first 3-5 years represent the critical phase in which brand perceptions are formed and audience relationships are solidified. It is not until the fourth year that a significant increase in consumer consideration occurs, culminating between the sixth and seventh years of partnership. This period is essential to stimulate both cognitive and emotional aspects of the consumer. Sponsorship, in fact, is not just about visibility: it is about creating an emotional bond and deep connection with fans, about conveying brand values through a narrative that develops over time. Emotions and loyalty cannot be achieved quickly; they require time and consistency.

The Incremental Effect of Sponsorship.

The concept of“incremental effect” is crucial when it comes to sponsorship. During the first few years, audiences begin to become familiar with the brand. Initial activations generate visibility, but it is as time passes that the values associated with the team or sporting event begin to significantly influence brand perception. The maturation of a sponsorship is based on a process of repeated and consistent exposure. Each season adds a layer of familiarity and trust between the brand and the audience, cementing a bond that becomes more solid as it develops. Starting a sponsorship with the idea of discontinuing it after only one year is like sowing a field and abandoning it before the plants grow: the ground has been prepared, but the fruit cannot be harvested.

Short-Term Sponsorship: The Limits of a Single-Year Approach

Sponsorship programs limited to a single year often fail to generate significant impact, and this is due to several reasons. First, the cognitive aspect-that is, the way consumers learn information about a brand-requires repetition and continuity. A single year of exposure is insufficient to imprint the brand in the consumer’s mind, especially in the context of high competition and information overload. Second, the emotional aspect is equally important. The emotions a fan feels during a sporting event are powerful, but it takes an extended period of time to permanently associate them with a brand. Only through continuous activations, exclusive events, and constant presence is it possible to create an authentic emotional connection that leads to loyalty toward the brand. A multi-year sponsorship program, on the other hand, allows for the development of an organic and comprehensive strategy that can evolve with the audience. Fans not only learn to recognize the brand, but also begin to feel part of a shared journey.

3-5 Years to Achieve Sponsorship Maturity.

Scientific research and best practices in sports sponsorship indicate that the optimal time frame for a sponsorship is at least 3-5 years. This time frame allows the brand to grow within the sports ecosystem and build a credible and lasting relationship with fans. In our experience of more than two decades in sports marketing, we have observed that the first two years of sponsorship represent a learning and adaptation phase. During this period, companies better understand the sports context, refine the message to be conveyed, and identify the most effective activations for their audience. From year three onward, significant growth in terms of engagement and return on investment (ROI) begins to be seen. From year five to year seven, sponsorship reaches its full maturity. This is the time when the brand has established its presence and can take full advantage of all the benefits of association with the sponsored event or team. Fans no longer see the brand as just a sponsor, but as an integral part of the sports experience, an element that helps make the event more exciting and engaging.

The Importance of Consistency and Long-Term Branding

Another aspect to consider is consistency. Discontinuous or short-lived sponsorships risk compromising the message the brand wants to communicate. Consistency is one of the fundamental principles of branding and, in the sports context, is what allows fans to deeply associate a brand with the values and emotions they experience during the sporting event. When a sponsorship is maintained for several years, the brand message becomes clear and solid. This is especially important in motorsport, an area where fan loyalty is high and expectations of authenticity are very strong. Being present for a long period allows you to build trust and demonstrate a genuine commitment to the racing world and its fans.

Strategies for Maximizing the Return on a Multi-Year Sponsorship

To get the most out of a 3-5 year sponsorship, you need to develop a well-articulated strategy that can evolve over time. Some of the best practices include:

1. Customized Activations and Message Reiteration: Use activations that resonate with the target audience and reiterate the message in various contexts-from the runway to online events-to maximize visibility and brand perception.
2. Continuous Engagement: Don’t limit yourself to logo visibility, but create experiences that actively engage the audience, such as contests, behind-the-scenes content, and opportunities to meet with riders. This creates positive and lasting memories associated with the brand.
3. Constant Analysis and Optimization: Continuously monitor success metrics-such as level of engagement, brand sentiment, and return on investment-and optimize activations based on the results obtained.
4. Team or Event Collaborations: Work closely with the sports team or organization to develop exclusive activations and content that adds value to the overall fan experience.

Sponsorship: a Marathon, not a Sprint

In summary, the value of a sponsorship does not end in the first 12 months. A one-year program may perhaps provide a taste of the visibility offered by motorsport, but it is not enough to stimulate the cognitive and emotional aspects that lead to true and lasting consumer loyalty.

A 3-5 year sponsorship allows the brand to mature, consolidate its presence and create a genuine and deep connection with fans. Reaching the seventh year means completing this journey, getting the most out of the benefits of association with motorsport.

For marketers and CMOs interested in entering the world of sports sponsorship, the advice is clear: Plan a long-term commitment, develop a coherent strategy, and be prepared to adapt to audience needs and industry dynamics. Only then can you maximize the value of your investment and build a meaningful relationship with your consumers. Sponsorship is a marathon, and the greatest benefits are reserved for those who are willing to run to the end.