The sponsorships in the world of motorsport are often perceived as an opportunity to gain visibility on a global scale, associating one’s brand with one of the world’s most exciting and adrenaline-pumping sports. However, limiting the impact of a sponsorship to mere media exposure is reductive and does not capture the true strategic potential of these partnerships. In the context of motorsport, sponsorships are not just marketing tools, but become powerful levers for creating B2B relationships, opening up networking opportunities and strategic partnerships between companies from different sectors.

In this article we will explore how sponsorships in motorsport can go far beyond visibility, turning into tools for building business connections and developing partnerships that positively impact business. We will discuss the concrete benefits that companies and brands gain by entering this ecosystem, analyzing success stories and strategies that have made a difference.

Motorsport: An Ecosystem of Innovation and Technology

Motorsport represents fertile ground for technological innovation and cutting-edge engineering. This makes it an ideal context for making connections between companies, especially those involved in technological and industrial fields. Participating in a sponsorship in Formula 1, MotoGP, WEC or Formula E allows a company not only to showcase its brand on world-class race cars and motorcycles and circuits, but also to take part in an ecosystem of innovation and continuous research.

Many sponsors in motorsport actively cooperate with teams to develop new technologies, thus bringing added value to both the automotive industry and other sectors. For example, companies such as Petronas and Mercedes-AMG do not limit themselves to traditional sponsorship, but cooperate to develop fuels and lubricants that improve performance and reduce environmental impact. This synergy not only enhances the reputation of the companies involved, but also gives them access to a network of technological and industrial partners with whom they can share expertise and resources.

Sponsorships that Led to Technology Collaborations.

Sponsorships in motorsport often turn into technological collaborations that bring innovations for both racing and other industries. Below are some significant examples:

Dell Technologies and McLaren: The partnership between Dell Technologies and McLaren in Formula 1 is a prime example of how a sponsorship can become a technology collaboration. Dell has provided advanced IT support and data analytics solutions to improve performance on the track. This technology is not limited to racing, but is also being used to develop innovative business solutions that can be applied in other industry contexts.

Red Bull Racing and Oracle: Oracle signed a multi-year agreement with Red Bull Racing to integrate cloud computing and data management solutions into the team’s operations. This has enabled Red Bull to improve race data analysis, while Oracle has been able to demonstrate the effectiveness of its technology solutions on a global stage, reinforcing its reputation as a leader in technology 3

ABB and Formula E: ABB is a major sponsor of Formula E and has actively collaborated with the organization to develop fast charging infrastructure for electric vehicles. This partnership has allowed ABB to test its charging technologies in a competitive environment and to transfer the knowledge gained to the commercial electric mobility sector, accelerating the adoption of sustainable energy solutions.

Sponsorships that Led to Big Commercial Business

In addition to technological collaborations, sponsorships in motorsport can also generate great opportunities for commercial business and expansion in markets. Below are some practical examples:

Heineken and Formula 1

Heineken reported a significant increase in sales and business relationships through its partnership with Formula 1. Through sponsorship, Heineken was able to organize exclusive events for customers and used the racing context to discuss new business deals, using the exclusivity of the events to solidify relationships with key partners. The numbers reported here by Nielsen are impressive.

DHL and the Formula E Championship

DHL, the official logistics sponsor for Formula E, not only benefited from the global visibility, but also concluded new business agreements for sustainable logistics services. The partnership with Formula E allowed DHL to demonstrate its expertise in managing complex operations in a sustainable context, fostering new partnerships with companies seeking green transportation solutions.

Aston Martin and Cognizant

Cognizant, an IT services and consulting firm, reported that its sponsorship with the Aston Martin team facilitated the closing of new contracts with companies in the automotive and technology sectors. The collaboration has strengthened cognizant’s positioning and brand Awareness in an important way by enabling it to attract clients interested in the advanced digital transformation solutions the company offers.

Petronas and Mercedes-AMG

The partnership between Petronas and the Mercedes-AMG team has not been limited to the development of innovative fuels and lubricants, but has also led to the conclusion of important commercial agreements for the supply of industrial lubricants. The visibility achieved in Formula 1 has improved the perception of the Petronas brand as a technology leader; for years Petronas has been the official partner for lubricants used by Mercedes AMG.

Sponsorship As A Networking Tool

One of the most underrated but crucial aspects of motorsport sponsorships is the networking potential they offer. Motorsport events, from the races themselves to confidential partner meetings, provide a unique platform for sponsoring companies, allowing them to connect with other key players. For example, during a Formula 1 Grand Prix or MotoGP race, sponsors have the opportunity to participate in exclusive events, VIP lounges, business meetings and gala dinners. These moments provide an extraordinary opportunity to network with other businesses, potential customers, suppliers, and even institutions.

The exclusive setting and high quality of interactions foster the development of relationships that can lead to strategic collaborations. Motorsport is a highly competitive and collaborative environment at the same time, and sharing this experience with other sponsors creates a common foundation on which to develop lasting business relationships. This type of interaction is especially useful for B2B companies looking to expand their customer base or enter different markets.

Access to Markets and International Collaborations

Another significant benefit of sponsorship in motorsport is access to international markets. Formula1, MotoGP, and other world-class competitions offer global visibility, but more importantly they allow direct contact with potential partners in different regions. Sponsoring a team or event that travels to different countries allows you to build local relationships that can evolve into long-term partnerships.

For example, Shell, through its historical partnership with Scuderia Ferrari, had the opportunity to enter new markets, strengthening its presence in Europe and Asia. The partnership enabled Shell not only to improve its positioning in these markets but also to establish new business partnerships with distributors and energy companies that wished to take advantage of the technologies developed for Formula 1 .

Case Study: The Collaboration Between ABB and Formula E

An emblematic example of accessing new markets and developing new technologies is the partnership between ABB and Formula E. ABB is not only the main technology partner of Formula E, but also actively contributes to the development of charging infrastructure for electric vehicles. Through this partnership, ABB has been able to test and refine its technologies in an extremely competitive environment, accelerating the introduction of charging solutions in emerging markets.

The impact of this collaboration has not only been limited to the sports sector. The technologies developed and tested in Formula E were subsequently applied in smart city and commercial vehicle solutions as well, helping to enhance ABB’s reputation as a global leader in charging infrastructure and sustainable energy solutions.

B2B Collaborations for Innovation and Sustainability

Sponsorships in motorsport are also playing a key role in promoting sustainable solutions and innovative technologies that can have a positive impact not only on racing, but also on the broader world of mobility. The World Endurance Championship (WEC), for example, has been an innovation laboratory for new energy efficiency solutions and the development of alternative fuels.

The partnership between TotalEnergies and several WEC racing teams has led to the development of synthetic fuels and biofuels, reducing the carbon footprint of these competitions and demonstrating the potential of these technologies for the automotive industry at large. This type of partnership highlights how motorsport can be a precursor and catalyst for more sustainable energy solutions.

In a nutshell.

Sponsorships in motorsport go far beyond simple brand exposure. They provide a strategic platform for creating business opportunities, developing technological partnerships, and building strong and valuable B2B relationships. The cases we have mentioned demonstrate how investment in this area can translate into concrete benefits, both in terms of technological innovation and commercial expansion.

Through participation in a dynamic and ever-evolving ecosystem like motorsport, companies can not only strengthen their visibility, but also position themselves as market leaders, technology innovators, and trusted partners. Harnessing the full potential of motorsport means understanding that every partnership is an opportunity not only to promote a brand, but to build long-term value through innovation, networking, and strategic collaboration.