Category: Sport Sponsorship
October 5, 2026
Driver longevity: the veteran’s paradox in motorsport
Driver longevity in motorsport makes top drivers more credible and less risky for sponsors, but shortens their horizon: this is the veteran’s paradox. [...]
Read More October 1, 2026
Red Bull Honda: the MotoGP return from 2027 and what it teaches sponsors
Honda HRC announces Red Bull as a major partner from 2027. What the deal includes, why Red Bull left in 2023 and what the case teaches sponsors. [...]
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September 25, 2026
MotoGP sponsorship by category: three briefs for energy drinks, fintech and the aftermarket
Energy drinks, fintech and the automotive aftermarket: which MotoGP sponsorship deal to choose in 2026-2027 for each category, with estimated budgets, activations and the teams still availabl[...]
Read More September 25, 2026
MotoGP Calendar 2027: Dates, Circuits and What’s New This Season
The 2027 MotoGP calendar: 22 Grands Prix from March 7 in Buriram to November 28 in Valencia, with Adelaide’s debut and the return of Buenos Aires. Dates, circuits and what it means for [...]
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August 5, 2026
MotoGP Sponsors and Partners 2027: The Official List by Tier and Team
Who sponsors MotoGP? Official list of series sponsors, suppliers and all 11 team title sponsors, with the 2027 status of every slot. Updated October 2026. [...]
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June 19, 2026
IndyCar Sponsorship 2026: Guide to Costs, Packages & Opportunities
IndyCar sponsorship costs range from approximately $30,000 per race at the associate entry level to more than $20 million per season at the series title tier. For brands eyeing the United Sta[...]
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June 19, 2026
Motorsports Sponsorship Contract – 14 Steps to a Signed Deal
A motorsports sponsorship contract typically takes 3 to 6 months to finalize and involves 14 distinct steps – from the initial idea to legal signing. Understanding these steps and the d[...]
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June 8, 2026
Factors influencing sponsorship decisions at companies
Every sponsorship investment starts with a decision. Not the kind made in a single meeting over a slide deck, but a decision built up over weeks – across departments, budget cycles, and[...]
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May 20, 2026
What Is Motorsport Sponsorship Activation? Complete Brand Guide (2026)
How to turn a motorsport logo placement into a year-round commercial programme – the activation types, real brand examples from Formula 1 and MotoGP, a step-by-step framework, and the R[...]
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May 8, 2026
F1 sponsorship just crossed $3 billion. So what?
On Sunday 3 May, Kimi Antonelli won the Miami Grand Prix from Lando Norris, three seconds clear, with Oscar Piastri third. It was Antonelli’s third consecutive victory of the 2026 seaso[...]
Read More April 23, 2026
Motorsport Sponsorship ROI: Complete Guide to Measuring, Proving and Maximising Your Return
The ROI Problem: Why 76% of Brands Still Struggle to Justify Motorsport Sponsorship Forrester Research’s 2024 analysis of US consumer marketing found that 76% of marketers who invested [...]
Read More March 24, 2026
March 2026 Editorial: The Season Has No Patience for Standing Still
On the controlled chaos of a new era — in the paddock, in the boardroom, and on the grid. There is a particular quality to the opening weeks of a new motorsport season. The regulations are [...]
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February 3, 2026
McLaren F1 Sponsors 2026: Complete Partner Portfolio & Sponsorship Guide
The linchpin to a successful Formula 1 sponsorship is finding the right team that mirrors your brand’s values and aspirations. Let’s see how the McLaren Formula 1 Team could be th[...]
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January 13, 2026
Pramac First Yamaha MotoGP 2026: the first bike of the season ushers in a new era
With the official unveiling of the Pramac Prima Yamaha MotoGP 2026, the MotoGP World Championship symbolically opens a new season. It is not only the first bike unveiled for 2026, but the man[...]
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January 5, 2026
A tool for choosing the right sponsorship in motorsport
Formula 1, MotoGP, WEC or other: how to choose what to sponsor? Choosing on the right discipline is one of the most complex ones, but also one of the most fascinating moments of a sports mark[...]
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October 8, 2025
Motorsport as a business engine: the ultimate guide to sponsorships that work
The equation that is changing motorsport marketing Imagine you are sitting in your company’s boardroom. On the table, the sports sponsorship budget for 2026. The question you are asking –[...]
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September 24, 2025
F1 2026: smaller sponsors for smaller cars?
The 2026 Formula 1 season represents a transformative moment for both the sport and its commercial ecosystem. With a radical overhaul of technical regulations, teams will compete in vehicles [...]
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September 4, 2025
From Rolex to TAG Heuer: How F1 Watch Sponsorship Is Changing
Precision and prestige have long defined the relationship between Formula 1 sponsorship and fine watchmaking. After more than a decade with Rolex as Official Timekeeper, 2025 opens a new chap[...]
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September 3, 2025
Every Team’s Title Sponsor for the 2025 Formula 1 Season
Title sponsorship is one of the most coveted and high-impact assets in motorsport marketing, and nowhere is this more evident than in Formula 1. In a sport defined by innovation, prestige, an[...]
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August 28, 2025
Cadillac F1: why the sponsorship market reopens (and how to seize the opportunity)
The official entry of the Cadillac Formula 1 Team starting in 2026 marks a turning point for the commercial ecosystem of the top series. It is not just about the eleventh box on the grid: it [...]
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