Our blogs
June 17, 2026
Motorsports Sponsorship Duration: How Long Should a Sponsorship Deal Last? (PLC Model)
Every brand that approaches motorsport sponsorship for the first time asks the same question: how long do we need to commit? The honest answer is that there is no universal number. But there [...]
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June 12, 2026
Liberty Media’s MotoGP Roadmap for 2026
Almost all the brands that ask me what Liberty Media will do with MotoGP are waiting for an announcement. A press conference, a slide outlining the five-year strategy, a press release that sp[...]
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June 11, 2026
Motorsport Sponsorship In 2026: Complete Brand Guide
There is a number that tends to stop senior marketers mid-sentence: $9.5 billion. That is the current estimated size of the global motorsport sponsorship market. It is not a projection. It is[...]
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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 com[...]
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June 3, 2026
Is Motorsport Sponsorship Right for Your Brand? The 2026 Decision Framework
The wrong answer to the question “is motorsport sponsorship right for my brand?” is that it is too expensive. According to a 2024 Forrester analysis cited in RTR Sports’ research, 7[...]
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June 3, 2026
When Is the Best Time to Sign a Motorsport Sponsorship Deal? The 2026 Buying Calendar
Brands that ask when is the best time to sign a motorsport sponsorship deal in January of the race year have already missed the primary inventory window. In many cases, they have also missed [...]
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June 3, 2026
Renew, Renegotiate, or Switch: How to Decide When Your Motorsport Sponsorship Cycle Ends
The motorsport sponsorship renewal vs switching decision is made badly in two opposite directions. The first is the default renewal: the deal worked reasonably well, changing motorsport spons[...]
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June 3, 2026
7 Red Flags When Hiring a Motorsport Sponsorship Agency That Cost Brands Millions
Standard marketing procurement is built for generalist agencies. Motorsport sponsorship agency red flags require a different checklist, one that accounts for a category where the relationship[...]
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June 3, 2026
Is It Better to Sponsor One Top Motorsport Team or Spread Across Multiple Smaller Teams? A Portfolio Strategy Framework
Definition: A motorsport sponsorship portfolio strategy is the deliberate allocation of a brand’s total sponsorship budget across multiple motorsport properties, teams, series, or drive[...]
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June 3, 2026
Why Major Brands Are Switching from One-Year to Three-Year Motorsport Sponsorship Contracts in 2026
Definition: A motorsport sponsorship multi-year contract is a sponsorship agreement that commits the brand to a defined rights position across two or more consecutive seasons, with fixed or s[...]
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June 3, 2026
Why Going Direct to a Motorsport Team Costs You More Than Hiring an Independent Agency — Even Though the Agency Is Free
There is a moment most brand CMOs recognise: an F1 team’s commercial deck arrives unrequested, the numbers look compelling, and the thought follows naturally that cutting out the middle[...]
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May 29, 2026
10 Questions to Ask a Motorsports Marketing Agency Before You Sign
Most brand managers approach how to choose a motorsport sponsorship agency the way they vet any marketing supplier: case studies, fee benchmarking, reference calls, and chemistry meetings. Th[...]
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May 29, 2026
What MotoGP Teams Are Worth Today — and in 2031
What MotoGP teams are really worth today, why the Tech3 deal isn’t the benchmark, and what valuations could look like by 2031 under three realistic scenarios. [...]
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May 27, 2026
Formula 1 Sponsorship: Sports, Luxury and Automotive – The Triangle That Changes Everything
There’s one question I get asked more times than I can count, in 20 years in this industry: what exactly are you buying, exactly, when you sponsor a Formula 1 team? The honest answer is[...]
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May 22, 2026
F1 Steering Wheel Cost and How It Works
A Formula 1 steering wheel is one of the most sophisticated pieces of technology in professional sport. Far more than a device for turning corners, it acts as the driver’s primary contr[...]
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May 22, 2026
NASCAR Schedule 2026: Every Race, Date and Track
The 2026 NASCAR Cup Series schedule features 36 points-paying races from February to November across oval tracks, road courses and one street circuit. Spanning ten months and more than twenty[...]
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May 21, 2026
May 2026 editorial: The expanding universe of motorsport sponsorship. New deals, new categories, new logic
I have been thinking about Max Verstappen at the Nürburgring. Not the result — his car retired with hours to go, a mechanical failure that ended what had been a genuinely competitive run. [...]
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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 20, 2026
MotoGP Sponsorship Guide 2026: What It Is, How It Works & Why It Matters
MotoGP sponsorship is a global commercial partnership between a brand and a MotoGP property – a team, a rider, the championship itself, or a single race – that exchanges financial[...]
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May 19, 2026
F1 Sponsorship Cost 2026: How Much Does it Cost to Sponsor a Formula 1 Team?
In many articles of this blog we have attempted to answer the question “how much does sponsorship cost…”? This is a key question when we face a sponsorship project in a company[...]
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