Category: Sport Sponsorship
July 28, 2023
What makes a driver attractive to sponsors: the role of social media
Spring 2020. Racing has stopped, circuits are closed, and a twenty-year-old spends his evenings in front of a webcam, driving on a simulator, joking with fellow drivers and answering the chat[...]
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July 27, 2023
What Formula 1 teams are worth: the economic growth from 2019 to today
November 2025. Toto Wolff sells 15% of his stake in Mercedes to George Kurtz, the founder of CrowdStrike and already one of the team’s commercial partners. Wolff owns a third of the tea[...]
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June 19, 2023
Advantages of Sponsorship
Sponsorship offers numerous benefits for both sponsors and those being sponsored, making it a mutually advantageous arrangement. Event sponsor benefits play a crucial role in this dynamic by [...]
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May 21, 2023
BWT in Formula 1: the story of the pink sponsor, from Force India to Alpine
BWT, short for Best Water Technology, is an Austrian water treatment company based in Mondsee. It has been in Formula 1 since 2017, when it became title sponsor of Force India and brought pin[...]
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May 17, 2023
F1 points system explained: how scoring works in 2026
In Formula 1, points go to the top ten finishers of every Grand Prix (25, 18, 15, 12, 10, 8, 6, 4, 2, 1) and to the top eight of every Sprint (8 down to 1). Since 2025 the fastest lap is no l[...]
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May 17, 2023
Brand activation in motorsport: what it is, how it works and five real examples
Brand activation in motorsport is everything a sponsor does beyond the logo on the car to bring the partnership to life: official awards and rights, content, hospitality, causes to tell, prod[...]
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May 17, 2023
Motorsport sponsorship and visibility in the digital age: audience, platforms and measurement
In motorsport the visibility of a sponsorship is built today on three levels: broadcast (television and streaming), digital (social media, video, official content) and physical presence (the [...]
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May 11, 2023
Motorsport agency: what it is, what it does and how it works with sponsors and teams
A motorsport agency is the intermediary between a brand that wants to sponsor and whoever sells the rights, meaning teams, championships and events: it chooses the right property, structures [...]
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March 6, 2023
Monster Energy sponsorship: from MotoGP to F1, how it builds the brand
One of the world’s biggest brand’s, Monster Energy, make an interesting case study as they have used sports sponsorship to climb to the top of the energy drinks industry. [...]
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February 24, 2023
What is the fastest motorsport? The 2026 speed records
It depends on how you measure speed. The fastest vehicle on land is ThrustSSC, at 1,227.985 km/h (763 mph) in 1997. The fastest machine in a race on a track is the Top Fuel dragster, which ha[...]
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February 24, 2023
The sponsors of the Formula 1 teams in 2026
In 2026 ten Formula 1 teams out of eleven carry a title sponsor in their name: Oracle (Red Bull), HP (Ferrari), Mastercard (McLaren), Petronas (Mercedes), Aramco (Aston Martin), Atlassian (Wi[...]
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February 6, 2023
Heineken in F1: the partnership, responsible drinking and the 2027 renewal
Europe’s largest beer company, Heineken, have formed a strong partnership with Formula 1 in recent years. The benefits have been mutual, as the growth of their responsible drinking campaign[...]
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January 23, 2023
Mercedes F1 sponsors: the Petronas partnership and 2026 partners
Petronas has been Mercedes’ title sponsor and technical partner in Formula 1 since 2010: in 2022 the two announced a multi-year renewal starting in 2026, reported at about 75 million do[...]
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January 16, 2023
How long should a sponsorship last? The PLC of sports sponsorship
How long should a sponsorship last? Are a few months enough for such a complex tool to work, or are longer exposure cycles needed? Sponsorship is in fact a special case of the Life Cycle, one[...]
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November 28, 2022
Why are carmakers returning to the WEC?
Carmakers are returning to the WEC because the Hypercar class, with its LMH and LMDh rules and the Balance of Performance, lets them race to win the 24 Hours of Le Mans at lower cost and risk[...]
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October 25, 2022
Why do F1 drivers always wear caps?
Formula 1 drivers wear caps in interviews, press conferences and on the podium because the head is the most filmed part of the body: in a TV close-up, the cap is the most visible sponsor spac[...]
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October 14, 2022
How sponsorship is changing in motorsport: the 4 eras of sponsorship
Sports sponsorship, and motorsport sponsorship in particular, is a flexible, three-dimensional marketing tool whose role has changed profoundly over the years as markets, consumers and regula[...]
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June 24, 2022
How a Formula 1 team makes money
The “pinnacle of motorsport” is a patchwork of technology, research, talent, production effort, logistical commitment and organizational resources. The economic commitment such an[...]
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June 16, 2022
F1 budget cap: how the spending limit works and what it means for sponsors
In 2022 the budget cap was the hot topic in Formula 1: the limit stood at 140 million dollars, inflation was soaring and the top teams were asking to raise it mid-season. Four years later the[...]
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June 1, 2022
Formula 1 in the United States: how it won over America and who sponsors it in 2026
For decades the United States was Formula 1’s great missing market. In 2026 it has become its most dynamic one: three Grands Prix on the calendar, an American team on the grid, an Ameri[...]
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