Our blogs
June 26, 2026
The Lenovo Case: Why a Tech Brand Chose Ducati MotoGP
110 million dollars a year. That’s how much Oracle pays Red Bull Racing to be the title sponsor of the most successful Formula 1 team of the past decade. Sixty million dollars a year is now[...]
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June 25, 2026
Red Bull Racing Sponsors 2026: Full Sponsorship Portfolio Analysis
Who Sponsors Red Bull Racing in 2026? Oracle Red Bull Racing enters the 2026 Formula 1 season carrying what Oracle calls the most integrated team-technology partnership in Formula 1 – a[...]
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June 23, 2026
Holeshot, Grid, and Manufacturers’ Championship: What’s Changing in MotoGP and What It Means for the Brands
There comes a moment in the history of every sports league when rule changes cease to be mere technicalities and become something more: a statement of intent, an attempt to redefine not only [...]
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June 22, 2026
The SIFI case: how we helped a Pharma company turn a MotoGP sponsorship into a decade-long scientific platform
In 2015, SIFI was not an obvious candidate for MotoGP Sponsorship. Founded in Catania in 1935, SIFI is one of Europe’s most established independent ophthalmic companies — a developer and [...]
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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 18, 2026
Why Do Sponsors Change Teams – Strategy, Risk & Reward
In late 2024, one of MotoGP’s most iconic partnerships quietly ended. Repsol and Honda HRC – linked since 1995 across 30 seasons, multiple world titles, and a commercial bond so d[...]
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June 17, 2026
Sponsoring a Sport? Why Positioning Matters
In April 2024, HP — Hewlett-Packard, the company that invented Silicon Valley’s garage — became the title sponsor of Scuderia Ferrari in Formula 1. The Californian company’s b[...]
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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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