The World Rally Championship (WRC) is much more than a competition between cars and drivers: it is a global ecosystem that attracts millions of spectators, fans and business partners worldwide.
In this context, the sponsorships play a crucial role, allowing brands to fit into a narrative of endurance, speed, technology and passion.
In this article we look at the official sponsors of the 2024 WRC, their presence in the championship and the strategies they use to maximize the return on their investment.
Why sponsor the WRC?
Choosing the WRC means positioning oneself in a context:
- International: 13 events on 5 continents, hundreds of millions of spectators each year.
- Technological: The rally is a laboratory for innovation, sustainability and performance.
- Authentic: on dirt, snow, and asphalt, brands are associated with real challenges.
The official sponsors of the WRC: Who they are and what they do
Hankook – The WRC’s new tire supplier
From 2025, Hankook becomes the sole supplier of tires for the championship. A strategic role that guarantees:
- Technical visibility on every car and in every race
- Data, development and testing under extreme conditions
- Association with performance, safety and innovation
Strategy: demonstrate the reliability of its products and strengthen global positioning in the premium sector.
Wolf Lubricants – Performance and Reliability
Wolf is the official lubricant partner of the WRC. Its presence is based on:
- Direct supply to teams
- Technical visibility and trackside branding
- B2B activities with global partners and distributors
Strategy: transferring race performance to the road, with a focus on reliability and engine protection.
Asahi Kasei – Innovation and Sustainability
The Japanese advanced materials giant is an official sponsor of the WRC with focus on:
- New sustainable materials and technologies for automotive
- Engineering collaborations with teams
- Climate change and security-oriented activations
Strategy: strengthen reputation as a responsible innovator and promoter of technologies for the future.
Fanatec – Simulation and eSports
Fanatec, a leading brand in the world of sim racing peripherals, is a key sponsor of the WRC, integrating:
- Official WRC eSports Virtual Championships
- Immersive simulations during events
- Involvement of the youth audience
Strategy: merge real world and digital, and build relationships with new generations of fans.
Forum8 – Digital twin and smart cities
Forum8, a specialist in 3D simulation and virtual reality software, supports the WRC with:
- Solutions for virtual path and infrastructure design
- Integration of urban technology and motorsport
- Advanced visualization for fans and organizing entities
Strategy: demonstrate the applicability of its technologies globally and multi-sectorally.
Castor – Technical and lifestyle clothing
An emerging British brand in premium sportswear, Castore provides:
- Official uniforms for WRC staff and teams.
- Merchandising and dedicated collections
- Presence in hospitality and VIP areas
Strategy: build a premium, dynamic image related to high-level sports.
SafetyCulture – Safety, audit and business performance
SafetyCulture is a B2B brand that has found in the WRC a way to communicate:
- The importance of operational safety and continuous monitoring
- The ability to adapt to extreme and changing contexts
- The value of effective processes in high-pressure environments
Strategy: leverage rallying as a metaphor for risk management and continuous improvement.
EA Sports – From track to console
With the release of the official EA SPORTS WRC game, the video game giant is a key part of the rally ecosystem:
- Cross-promotion between game and real championship
- Immersive experiences and fan access through gaming
- Powerful leverage for storytelling, tutorials and community
Strategy: expand the WRC audience to gamers, consolidating a global, active fanbase.
ProGrade Digital – High Performance Memories
ProGrade is a manufacturer of memory cards and solutions for the video-photographic world. In the WRC:
- Supports teams and media in image capture
- Ensures speed and reliability in data transfer
- Ensures performance even in extreme conditions
Strategy: to position itself as a leader in the professional next-generation memory segment.
Tata Communications – Global connections and real-time data
Tata provides the digital infrastructure for data and video transmission of the WRC:
- Cloud solutions, streaming and real-time connectivity
- Supporting television production and digital fan experience
- Technology enabler for a global championship
Strategy: demonstrate their ability to connect the world, even in the most remote places on the planet.
How these brands make the most of the WRC
All official WRC sponsors are not limited to static visibility. Their strategies include:
- Content marketing and digital activations
- Technical partnerships and engineering storytelling
- Events and hospitality for clients and stakeholders
- Co-branding with official WRC merchandise
This integrated approach multiplies the value of sponsorship and creates memorable experiences for fans and partners.
Conclusion
The WRC is not just a sport, but a global platform for innovation, marketing and communication. The brands that sponsor it are exploiting its potential in an increasingly strategic and creative way, positioning themselves in an ecosystem where performance, sustainability, and engagement are key players. If you would like to find out how to sponsor a global championship like the WRC or get in touch with the teams and organizational structures, RTR Sports Marketing is your one-stop shop.
Contact us for a tailored consultation and find out how to build effective, measurable and business-oriented sponsorship.