In Formula 1, Formula1

Motorsports sponsorship is a crucial aspect of the racing industry, with billions of dollars invested each year to support teams, drivers and events. Sponsorship not only provides financial support, but also helps companies build their brand and reach new customers. In this short article we will explore the world of motor sports sponsorship, with a focus on Formula 1, and delve into the various elements that make up a successful sponsorship programme. We will also recount the meaning of some words that you may have heard associated with the world of motor racing.

Naming rights of a Grand Prix

Starting with naming rights sponsorship, this is where a company purchases the rights to name a specific racing event or venue. For example, the STC United Arab Emirates (UAE) Grand Prix is a Formula 1 race that is named after its sponsor, the Saudi Telecommunication Company. This type of sponsorship is highly sought after as it provides the sponsor with maximum exposure and recognition. Companies that invest in naming rights sponsorship are typically looking to increase their brand visibility and awareness on a global scale.

mclaren sponsorship

Google F1 sponsorship

Turning to Google’s sponsorship of F1, this is an example of a company that initially ‘invested’ in the sport of Formula 1 in a non-traditional way before becoming one of McLaren’s partners on March 2022. In fact, in the beginning, Google created a dedicated Formula 1 section on its search engine, which provided fans with up-to-date news and information on the sport. Google’s sponsorship of Formula 1 highlights the growing trend for companies to use digital platforms to reach new audiences and promote their brands.

Sponsorship Agreement

Another important aspect of motorsports sponsorship if not the most important, is the race car sponsorship agreement. This is a contract between a sponsor and a race team that outlines the terms and conditions of the sponsorship. The agreement typically includes details such as the length of the sponsorship, the amount of money being invested, and the specific assets or rights that the sponsor will receive in return. A well-drafted race car sponsorship agreement is essential for ensuring that both the sponsor and the race team are clear on the expectations and obligations of the partnership.

Sponsorship asset valuation

Sponsorship asset valuation is an important process for sponsors and race teams. The process involves evaluating the specific assets that a sponsor will receive as part of the sponsorship agreement and determining their value. For example, the value of a branding opportunity on a race car can be determined by considering factors such as the size and location of the branding, the heritage of the team and its past performance, the visibility of the car during the race, and the reach of the race’s broadcast audience. Sponsorship asset valuation is a crucial step in the sponsorship process, as it helps to ensure that both the sponsor and the race team are receiving a fair value for the assets being provided.

F1 and experiential marketing

Sports marketing trends are constantly evolving, and motorsports sponsorship is no exception. In recent years, there has been a shift towards more experiential marketing and a focus on creating unique and memorable experiences for fans. Companies are looking for ways to engage with fans beyond just branding and advertising and are seeking opportunities to create meaningful connections with their target audience. For example, some companies are offering fans the chance to meet their favorite drivers, participate in pit lane walks, or attend exclusive events. These experiences not only provide a way for companies to connect with fans but also help to create a more personal and memorable connection with the sport.

Motorsports marketing agency

In addition to supporting the company in closing the sponsorship deal itself, a motorsports marketing agency can play a crucial role in helping companies maximise the value of their investment. These agencies specialise in the development and execution of motorsports sponsorship programmes and have the skills and experience to help companies navigate the complex world of racing sponsorship. They can provide a range of services, including market research, evaluation of sponsorship activities and event management. By working with a motorsports marketing agency, companies can ensure that their sponsorship investments produce the best possible return on investment.

How to work in F1…what you need

Marketing jobs in F1 are also an important aspect of the sport, with many companies seeking to hire professionals who have a deep understanding of motorsports and the racing industry. These marketing professionals play a crucial role in developing and executing sponsorship programs, and they must have a strong understanding of the sport and the target audience. They must also have excellent communication skills, as they will be working closely with the race teams, sponsors, and other stakeholders to ensure that the sponsorship program is delivering the results that the company requires. They need to talk more languages, be willing to travel a lot and working on Saturdays and Sundays.

Formula 1 CSR

Formula 1 has also recognized the importance of corporate social responsibility (CSR) and is taking steps to become more environmentally friendly and socially responsible. For example, the sport has introduced initiatives to reduce its carbon footprint and is working to promote sustainable practices throughout the industry. This is an important trend, as consumers are becoming increasingly conscious of the environmental impact of products and services and are seeking to support companies that are making a positive difference. F1 aims to hit Net Zero Carbon by 2030.

Sports pr company

Finally, a sports PR company can play a crucial role in promoting the sport and its sponsors to a wider audience. These companies specialize in developing and executing public relations campaigns that help to build brand awareness and promote the sport and its sponsors to a wider audience. They work closely with the media to secure coverage in key publications and online platforms, and they use a range of tactics to engage with fans and build buzz around the sport and its sponsors.

To wrap it up

In conclusion, motorsports sponsorship is a complex and dynamic industry, and Formula 1 is one of the most high-profile and lucrative sports in the world. From naming rights sponsorship , to car sponsorship agreement and sponsorship asset valuation, there are many elements that go into making a successful sponsorship program. Sports marketing trends are constantly evolving, and companies must stay ahead of the curve to ensure that their sponsorship investment is delivering the results that they require. Whether you’re a sponsor, a race team, or a marketing professional, there is a wealth of opportunities to be found in the world of motorsports sponsorship, and with the right approach and support, anyone can succeed in this exciting and dynamic industry…. if you need any help you know who to talk to, we can be reached at

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Emanuele Venturoli
Emanuele Venturoli
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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