By Emanuele Venturoli| Posted January 23, 2025 | In Motorsports, Sport Sponsorship
By Emanuele Venturoli| Posted January 23, 2025 | In Motorsports, Sport Sponsorship
IndyCar is renowned for its blend of rich history, thrilling racing, and global reach. Anchored by iconic events like the Indianapolis 500, the series offers a powerful platform for brands to connect with passionate fans and boost visibility.
As we step into 2025, IndyCar sponsorship remains a strategic opportunity for businesses seeking to align with the excitement and innovation of motorsport. This article examines the sponsorship packages, costs, and opportunities within IndyCar, while also detailing viewership statistics, attendance figures, and the 2025 race calendar. Additionally, we highlight notable sponsors and successful partnerships that will continue into the upcoming season.
IndyCar consistently draws a significant television audience. In 2024, the series averaged 1.4 million viewers per race on NBC, with the Indianapolis 500 achieving over 5.5 million viewers in the U.S. alone and a global cumulative audience exceeding 30 million. These numbers highlight the potential for brands to achieve extensive exposure, both domestically and internationally. With continued expansion into digital platforms and enhanced streaming options, the 2025 season promises even greater reach for sponsors.
IndyCar events boast strong trackside attendance. The Indianapolis 500 regularly hosts over 300,000 fans, making it the largest single-day sporting event globally. Other races, such as the Acura Grand Prix of Long Beach, attract upwards of 100,000 fans across race weekends. This on-site engagement offers brands unique opportunities to connect directly with attendees through experiential marketing initiatives such as product demos, giveaways, and interactive fan zones.
The introduction of hybrid engines in 2024 has positioned IndyCar as a leader in sustainable motorsport. This initiative appeals to brands prioritizing environmental responsibility, offering a platform that aligns with green initiatives. As more sponsors integrate sustainability into their business models, IndyCar’s efforts in reducing carbon emissions and promoting renewable technologies make it an ideal partner.
IndyCar offers flexible sponsorship packages to meet diverse marketing objectives and budgets, from local activations to series-wide partnerships. Below is an overview of key sponsorship opportunities:
Brands can partner directly with teams for consistent exposure throughout the season. NTT Data’s ongoing collaboration with Chip Ganassi Racing is a prime example of successful integration, with the tech giant leveraging the platform to enhance its visibility and engage audiences through technological storytelling. These partnerships often include logo placements on cars, driver uniforms, and team assets, ensuring visibility across all race events.
Cost Range: $2 million–$15 million annually.
Sponsoring an individual race offers brands significant visibility through naming rights and trackside branding. For example, the Firestone Grand Prix of St. Petersburg has consistently provided Firestone with prime exposure in both broadcast and on-site promotions. Title sponsorships also enable brands to curate unique fan experiences and align their image with specific markets.
Cost Range: $500,000–$5 million per event.
Series sponsorship allows brands to associate with IndyCar as a whole. NTT has served as the title sponsor since 2019, using the partnership to emphasize its commitment to innovation. This tier includes broad exposure across all races, extensive branding opportunities, and integration into the digital and broadcast ecosystem of the series.
Cost Range: $10 million–$50 million annually.
Car livery sponsorship is one of the most visible forms of marketing within IndyCar. Arrow Electronics’ partnership with Arrow McLaren SP exemplifies how brands can leverage this platform to showcase cutting-edge technology and innovation. The dramatic visuals of branded cars racing at high speeds create a powerful marketing statement.
Cost Range: $5 million–$15 million annually.
IndyCar races offer unparalleled opportunities for hospitality and fan engagement. Brands can host clients in VIP areas, organize pit tours, or create interactive fan zones. These experiences foster deeper connections between brands and their target audiences, often translating to long-term customer loyalty.
Cost Range: $50,000–$500,000 per race.
NTT, as the title sponsor, has revolutionized how fans engage with the sport. By introducing data-driven analytics and real-time updates, NTT has enhanced the viewing experience and cemented its position as a leader in innovation. This partnership underscores the value of technology-driven sponsorships in transforming fan interactions.
Arrow Electronics’ ongoing partnership with Arrow McLaren SP has proven successful, showcasing its technological solutions on a global platform. The collaboration highlights how brands can leverage team sponsorship to emphasize innovation and performance. This strategic alignment with a top-performing team has bolstered Arrow’s reputation as a cutting-edge brand.
Firestone has been a staple in IndyCar, particularly through its role as the exclusive tire supplier and title sponsor of the Indianapolis 500. This long-term relationship underscores Firestone’s commitment to performance and reliability. The partnership also demonstrates how consistent sponsorship can solidify a brand’s association with excellence.
TV Viewership: The 2024 IndyCar Series averaged 1.4 million viewers per race, with the Indianapolis 500 peaking at 5.5 million U.S. viewers and 30 million globally. This extensive reach reflects the series’ appeal across diverse demographics.
Track Attendance: The Indianapolis 500 saw over 300,000 fans in attendance, while the Long Beach Grand Prix and other major races regularly exceeded 100,000 attendees. These figures highlight the opportunities for on-site brand activations.
With the continued rollout of hybrid engines, IndyCar is an attractive platform for brands emphasizing sustainability. Aligning with these initiatives demonstrates corporate responsibility and appeals to eco-conscious consumers.
IndyCar’s international broadcasts and diverse fanbase offer global exposure for brands seeking to expand their reach. The series’ presence in key markets enhances its appeal to multinational sponsors.
IndyCar’s growing digital ecosystem provides avenues for interactive campaigns, live streaming, and social media activations. Brands can leverage these platforms to connect with younger, tech-savvy audiences.
IndyCar is a dynamic platform for brands seeking to harness the excitement of motorsport. With flexible sponsorship options, high engagement, and a growing emphasis on sustainability, the series provides opportunities for businesses to align with cutting-edge innovation and a dedicated fanbase.
The 2025 season promises continued growth, making it the ideal time for brands to accelerate their marketing strategies with IndyCar sponsorship.
Put your brand among the lights, cameras and action across multiple racing series with RTR Sports. We specialise in everything from Formula 1 sponsorship, to MotoGP sponsorship, to WorldSBK sponsorship. Contact RTR Sports today to begin your journey.
Experience the power and put your brand in front of millions with motorsport sponsorship. Whether it's Formula 1, MotoGP, NASCAR, IndyCar, or WEC, RTR Sports give your brand the opportunity to appear on television at the most prestigious race tracks in the world.
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A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
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Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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