Category: Sport Sponsorship
January 1, 2025
What is the power of sport sponsorship?
The power of sport sponsorship: Reach, influence, and ROI. [...]
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November 14, 2024
Gamification in sports: how it works in motorsport and what sponsors get
For eight seasons, Formula E fans could give their favourite driver more power with a vote. It was called FanBoost: the drivers who received the most votes had a few extra kilowatts available[...]
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November 12, 2024
AI in motorsport: why Oracle, Microsoft and Google sponsor the teams
On 26 February 2026 Oracle extended its title sponsorship of Red Bull in Formula 1 for several more seasons, and the renewal includes an artificial intelligence agent that works alongside the[...]
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November 7, 2024
How to use analytics to measure and optimise sponsorship strategies
Using data to optimize sponsorship strategies has become an indispensable element in the modern marketing world [...]
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November 6, 2024
Moto3 sponsorship: costs, packages and how to back a future champion
Eighteen years old, ten wins in the first seventeen races, the title sealed in Indonesia with five Grands Prix to spare. Máximo Quiles won the 2026 Moto3 World Championship in only his secon[...]
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October 22, 2024
Strategic sports partnerships: how motorsport widens its audience
In May 2025, in Miami, the Formula 1 drivers took part in the traditional pre-race parade on ten cars built from LEGO bricks, around 400,000 pieces each. Lewis Hamilton called it the most fun[...]
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October 10, 2024
Targeting in sports sponsorship: how to choose the right audience
Targeting in sports sponsorship is a key element in the success of any marketing campaign. [...]
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August 30, 2024
WorldWCR: the women’s motorcycle world championship explained for riders and sponsors
In mid-October 2026 at Jerez, fifth place in race 1 was all María Herrera needed to settle it: a second consecutive world title in WorldWCR, the women’s motorcycle road racing world ch[...]
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August 22, 2024
How to engage the hyperdigital motorsport audience with tailored content
In 2025, Formula 1 Grands Prix recorded a total attendance of 6.7 million across their race weekends, an all-time record. And yet, as Formula 1’s own executives have been pointing out f[...]
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August 19, 2024
Brand activism and sports marketing. How sport is intertwined with society
Brand activism and sports marketing are two concepts that are increasingly intertwined in today’s landscape, where sport increasingly becomes a powerful vehicle for social and cultural [...]
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August 8, 2024
Licensing in motorsport: how it works and why it pays for a brand
In September 2024 Formula 1 signed a multi-year partnership with the LEGO Group. Three weeks later came a global multi-year licence with Mattel for Hot Wheels. Neither deal involved putting a[...]
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July 11, 2024
What do sponsors get in return? Visibility, rights and the part you cannot see
Jarama, 12 May 1968. Graham Hill wins the Spanish Grand Prix at the wheel of a Lotus 49 that is no longer green. It is red, white and gold, the colours of Gold Leaf cigarettes. A few months e[...]
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July 5, 2024
The Sachsenring circuit: history, track and the MotoGP German Grand Prix
Some circuits can be summed up by a straight. The Sachsenring circuit is summed up by a ratio: of its 13 corners, 10 are left-handers. It is the home of the MotoGP German Grand Prix, in Hohen[...]
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July 5, 2024
The 4 Ps of sports marketing: how they change when a sponsor uses them
Product, price, place, promotion. The 4 Ps were born in 1960, in E. Jerome McCarthy’s textbook Basic Marketing: A Managerial Approach, and they have been one of the first frameworks tau[...]
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July 3, 2024
IndyCar vs F1: which is faster, on ovals and road courses
On paper the answer is twofold, and that is exactly what makes it interesting. On ovals the IndyCar is faster: at Indianapolis, in qualifying, it averages more than 370 kilometres per hour ov[...]
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July 3, 2024
What is Push to Pass in IndyCar and how does it work in 2026?
The Push to Pass in the IndyCar Championship: a complete guide. [...]
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July 3, 2024
How much does an IndyCar cost? Chassis, engine and a season’s budget
The Cost of an IndyCar: An Overview [...]
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July 3, 2024
The IndyCar engine: how the Chevrolet and Honda V6 works
The engine used in IndyCar racing. [...]
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July 3, 2024
How much does an IndyCar weigh? The 2026 minimum weights
The weight of an Indycar: details and technical trivia. [...]
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June 26, 2024
How to choose a sports marketing agency: the criteria that really matter
“Sports marketing agency” is one of the broadest labels in our industry. It covers companies that sell sponsorship rights, creative studios that run events, agents who work for a [...]
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