In motorsport, passion meets technology and global business. Formula 1, MotoGP, Formula E e WEC offer unique platforms for companies to get noticed, innovate and build strategic relationships. But at the end of the season, the question remains: how do you really measure sponsorship success?
Visibility: the first step, not the finish line
The media exposure is immediate and impressive: a logo on a Formula 1 car can reach hundreds of millions of viewers around the world. However, mere visual repetition does not guarantee that the public will develop a positive perception of the brand or that concrete business opportunities will arise.
The challenge lies in turning that visibility into tangible value. The most effective brands don’t just show up, they build consistent narratives and activations that make sponsorship a true strategic asset.
The right partnership: audience, values and activation
The first step to achieving a real return is to choose the right sports property. A winning team is not enough: you need alignment between the audience and the brand values. Some examples:
- Target audience: the league or team’s audience must coincide with the brand’s audience, both in terms of demographics and interests.
- Values alignment: sustainability, innovation, sports heritage must reflect corporate identity.
- Activation: on-site experiences, digital content, exclusive events turn a sponsorship into a living marketing asset.
Without this alignment, even the highest investment risks being reduced to an “expensive sticker” on a car’s livery.
Activation beyond the runway
The most successful brands in 2025 have shown that motorsport is much more than a TV stage. Some have taken advantage of the growing popularity of Formula 1 in the United States, linked to platforms like Netflix and iconic events like Miami and Las Vegas, to expand into new markets. Others have focused on innovation, associating their names with green projects, biofuels or artificial intelligence applied to performance.
In addition, hospitality areas in the paddocks have proven to be strategic spaces for B2B business: commercial agreements, partnerships and contacts with decision makers are often worth more than the impressions generated by live TV broadcasts.
In this context, the true ROI of a sponsorship is measured in the ability to create concrete connections and real opportunities.
Perspective and influence
The concept of success varies from company to company. For some it means increasing market share, for others it means strengthening reputation or prestige, and for others it means accessing previously unattainable stakeholders.
Motorsport combines performance and influence: speed captures attention, but it is relationships and credibility that turn sponsorship into a lasting competitive advantage.
How to measure real return
The key question is not “did the sponsorship work?” but “how did it generate value?” A comprehensive analysis must combine:
- Visibility metrics: TV, streaming, social media;
- Brand lift studies: brand perception and reputation;
- Lead generation and sales related to active initiatives;
- Value of B2B relationships built through networking and hospitality;
- Long-term strategic impact on market positioning and penetration.
Only with this integrated perspective is it possible to understand the true return on investment.
Success beyond the checkered flag
Motorsports offers a unique ecosystem where emotion, technology and business are intertwined. The true ROI of a sponsorship is not just measured in television seconds or social posts, but in a brand’s ability to:
- Creating memorable experiences;
- Building strategic relationships;
- Enter into global conversations;
- Strengthening reputation and influence.
It is there, beyond the track and the checkered flag, that the true value of a sponsorship in motorsport is decided.
