In Sport News, Sports Marketing

Title sponsorship, otherwise known as a “naming sponsor,” “gold sponsor,” or “worldwide sponsor,” holds the highest level of significance when it comes to sports team sponsorships, with the potential exception of the kit supplier in certain sports like soccer. This top-tier position of the title sponsor offers a unique blend of marketing and branding advantages to the brand that assumes this role.

Title sponsorship is a strategic investment that grants a brand a substantial amount of the marketing rights linked to the sports team. From the use of the team’s name and image in communications to promotional activities, the title sponsor is positioned at the forefront of the team’s visibility. This allows the sponsor to leverage the team’s fame and audience reach for optimal brand exposure.

Moreover, in some sports like basketball, MotoGP, F1, and cycling, the influence of the title sponsor can extend to the name and colors of the team’s liveries or uniforms. This level of branding impact, however, is seen less in sports like football.


Here are some examples of how title sponsorship can be successfully exploited.

What is a title sponsorship and what benefits are linked to this specific program?

  • The logo of the title sponsor being displayed on a team’s car, bike, kit, or other official apparel
  • The logo being displayed in the team’s printed material, for example on TV backdrops, in magazines and newsletters, on posters and headed paper, and so on
  • Title sponsor featuring extensively on sports team’s website and through its social media channels
  • Title sponsor’s products frequently showcased to the team’s fans
  • The reach of the team used to leverage competitions and offers that showcase the sponsor’s products or services
  • The title sponsor having access to players, drivers, riders and athletes for events such as trade shows
  • The chance to organise hospitality events and B2B opportunities at the event in which the sports team is present or competing

The power of title sponsorship lies in the diverse ways it can be harnessed. The visibility of the title sponsor’s logo on a team’s car, bike, kit, or other official apparel is a given. However, the brand’s visibility extends to the team’s printed material such as TV backdrops, magazines, newsletters, posters, and even the team’s official letterheads.

Furthermore, the title sponsor gains substantial digital prominence through the team’s website and social media channels. The sponsor’s products are frequently showcased to the team’s fans, providing an opportunity for direct product engagement. The team’s reach is also used to leverage competitions and offers that feature the sponsor’s products or services.

In addition to these branding benefits, the title sponsor gains exclusive access to players, drivers, riders, and athletes for events like trade shows. This opens avenues for hosting hospitality events and creating B2B opportunities at events where the sports team is present or competing.

However, managing title sponsorship requires time and expertise, considering the vast possibilities at disposal. This is where experienced sports marketing agencies like RTR Sports Marketing come into play, offering solutions in a straightforward and expert manner.


Title sponsor or presenting sponsor?

For companies venturing into sports sponsorship, understanding the distinction between a title sponsor and a presenting sponsor is crucial. A title sponsor is typically the main partner of a team, while a presenting sponsor is a key partner for an event. Both roles provide similar marketing rights, with minor differences potentially linked to the nature of the activity and the sponsor’s industry.

Despite the difference in names, both types of sponsorship provide marketing opportunities and sponsorship rights that are quite alike. They both offer visibility in terms of use of name or image, prominent positioning of the sponsor’s logo, presence on the team or event’s website or social media channels, and involvement with hospitality packages. Discover What is a Sponsorship Activation.

The importance of sponsorship naming rights

In the high-octane world of motorsports, from Formula 1 to MotoGP, sponsorship naming rights serve as a pivotal component in the marketing mix for brands seeking maximum visibility and exposure. Such rights are essentially contracts that allow a sponsor to append their name or logo to a sporting event, a team, or even a stadium for a designated period, translating into significant brand recognition.

From an economics standpoint, the value derived from sponsorship naming rights is immense. On one hand, a sponsor injects substantial funds into the team or event, facilitating everything from technological advancements, improvements in racing gear, to overall team operations. This sponsorship dollar influx plays a crucial role in enabling the team or event to maintain its competitive edge and continue offering exhilarating performances to its fans. On the other hand, this association provides the sponsor with extensive visibility to a global audience. As every race unfolds, millions of eyeballs are glued to their screens, following the action-packed contests. This leads to a surge in brand awareness and recall for sponsors, as their logos become indelibly associated with exciting races and famous drivers. The more thrilling the race, the more positive the association for the sponsor, and the greater the potential return on their investment.

With Formula 1 and MotoGP races taking place worldwide, sponsorship naming rights offer international exposure to a diverse and enthusiastic audience. High-visibility events such as these attract significant media attention, resulting in extensive coverage across different platforms and regions. Each time the sponsor logos get another moment in the limelight, perpetuating the cycle of brand visibility and recognition.

This continuous cycle of exposure also contributes to a longer-term benefit: brand loyalty. Fans of motorsports often develop an affinity for the brands that support their favorite teams or events, which can ultimately drive sales and increase market share for the sponsors.

The complex interplay of sponsorship dollars, sponsor logos, and millions of eyeballs watching races across the globe underscores the vital role of title sponsorship in today’s motorsports landscape. Whether it’s Formula 1 or MotoGP, securing sponsorship naming rights is a strategic move that allows brands to fuel their growth engine while adding value to the fast-paced world of professional racing.

RTR Sports Marketing

RTR Sports Marketing, with over 25 years of experience, is dedicated to helping brands reach their marketing and commercial goals by utilizing motorsports as an effective communication tool. Whether it’s title sponsorship, presenting sponsorship, or sports marketing in general, RTR Sports Marketing is available to help brands navigate and optimize these opportunities. You can reach them via email at for more information on how title sponsorship can work for your brand.

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Riccardo Tafà
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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