{"id":240184,"date":"2023-05-17T12:40:52","date_gmt":"2023-05-17T10:40:52","guid":{"rendered":"https:\/\/rtrsports.com\/achieving-success-through-motorsport-brand-activation\/"},"modified":"2026-10-05T11:35:12","modified_gmt":"2026-10-05T09:35:12","slug":"achieving-success-through-motorsport-brand-activation","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/achieving-success-through-motorsport-brand-activation\/","title":{"rendered":"Brand activation in motorsport: what it is, how it works and five real examples"},"content":{"rendered":"<p><strong>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, products and technology on track. Without activation a sponsorship stays what we at RTR Sports call an &#8220;empty sticker&#8221;: a visible brand that tells nothing and leaves nothing behind.<\/strong><\/p>\n<p><em>Updated October 2026.<\/em><\/p>\n<p>Since 2007 the driver who sets the most fastest laps in a season receives an award that carries a name that is not a driver&#8217;s: DHL. The DHL Fastest Lap Award is a simple brand gesture, and it comes from a right (that of Official Logistics Partner, in F1 since 2004) turned into something the public grasps at once. It is the difference between having a contract and using it. Here you will find what it means to activate a sponsorship in motorsport, five levers with real examples and how to decide where to start.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-127037\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-39619.jpg\" alt=\"A single-seater on track during a race weekend\" width=\"600\" height=\"400\" \/><\/p>\n<h2>What activation is, and what it is not<\/h2>\n<p>The sponsorship contract buys rights: the logo on the car and on the race suits, use of the team&#8217;s name, access to certain events. Activation is the work that turns those rights into results for the company. At RTR we call it &#8220;iceberg sponsorship&#8221;: the part you can see (the brand on the car) is held up by everything below the waterline, that is content, hospitality, events, customer programmes, data. When there is nothing underneath, what is left is the empty sticker.<\/p>\n<p>The question everyone asks is how much to spend on activation compared with the cost of the rights. The guidance from studies of the sector differs widely, and no rule fits everyone: it depends on the objective, the market and how well known the brand already is. More useful than the percentage is to ask, before signing, what the brand will do with what it buys.<\/p>\n<h2>Five levers, five real examples<\/h2>\n<ul>\n<li><strong>Awards and official rights (DHL).<\/strong> DHL has been Official Logistics Partner of F1 since 2004 and since 2007 has given its name to the award for the driver with the most fastest laps of the season, the DHL Fastest Lap Award, alongside the DHL Fastest Pit Stop Award for the team with the quickest stop: two awards tied to the theme of speed, which is also the company&#8217;s service. The case is told in <a href=\"https:\/\/rtrsports.com\/en\/blog\/the-surprising-story-behind-dhls-iconic-yellow-and-red-branding-a-lesson-from-formula-1\/\">DHL logo: why it is yellow and red<\/a>.<\/li>\n<li><strong>A colour and a cause (BWT).<\/strong> BWT brought to F1 the pink and the slogan &#8220;Change the world, sip by sip&#8221;, with the &#8220;Bottle Free Zones&#8221; and Sebastian Vettel as ambassador in 2021: a message about tap water that a team has carried on track for years. The story is in <a href=\"https:\/\/rtrsports.com\/en\/blog\/how-and-why-does-bwt-sponsor-f1\/\">BWT in Formula 1<\/a>.<\/li>\n<li><strong>The product on the protagonist (Monster Energy).<\/strong> After 14 seasons with Mercedes, from 2024 Monster is an official partner of McLaren: the deal, announced on 28 November 2023, puts the brand on the helmets, race suits, caps and bottles of Lando Norris and Oscar Piastri and includes activations and original content for fans. The brand&#8217;s path, from MotoGP to F1, is in <a href=\"https:\/\/rtrsports.com\/en\/blog\/monster-energy-a-history-in-sports-sponsorship\/\">Monster Energy sponsor<\/a>.<\/li>\n<li><strong>Product and technology on track (Aramco and Microsoft).<\/strong> Aramco has been title partner of Aston Martin since 1 January 2024, with a five-year extension, and from 2026, with the Honda engine, supplies the team with advanced fuels and lubricants: the sponsor&#8217;s product becomes part of the car. Microsoft, a principal partner of Mercedes since 22 January 2026, brings cloud, artificial intelligence and Microsoft 365 workflows &#8220;from factory to circuit&#8221;. For Aramco, see <a href=\"https:\/\/rtrsports.com\/en\/blog\/everything-there-is-to-know-about-the-aramco-formula-1-sponsorship-deal\/\">Aramco F1<\/a>.<\/li>\n<li><strong>Hospitality and meetings.<\/strong> The race weekend is where a company can bring customers, partners and employees together with the team and the drivers. In MotoGP the formula is called the VIP Village: how it works is in <a href=\"https:\/\/rtrsports.com\/en\/blog\/what-is-the-motogp-vip-village-and-what-does-it-offer\/\">what is the MotoGP VIP Village<\/a>.<\/li>\n<\/ul>\n<h2>How an activation is measured<\/h2>\n<p>You measure what you decided to achieve before signing, not what you manage to count afterwards. If the objective is awareness, brand metrics count (spontaneous awareness, sponsor recall) and the reach of the content; if it is leads, what counts is guests who become negotiations and the cost per lead; if it is customer loyalty, what counts is how much those who took part in an event buy again. Social media and impressions tell exposure, not results: that is why they should be paired with an explicit commercial objective. A simple way to start is to write down three numbers before beginning and check them at the end of the season.<\/p>\n<h2>Where to start<\/h2>\n<p>Three questions, in this order: what the company wants to achieve (not what it wants to show), which idea the brand can &#8220;own&#8221; in the world of that team or championship (a colour, an award, a cause, a product) and at which moments of the year it will tell it (races, tests, events, content). We work in this order: how an agency works is explained in <a href=\"https:\/\/rtrsports.com\/en\/blog\/motorsport-agency-what-is-it-and-what-does-it-do\/\">motorsport agency: what it is and what it does<\/a>, while for Formula 1 budget thresholds there is the guide to the <a href=\"https:\/\/rtrsports.com\/en\/blog\/cost-formula-1-sponsorships\/\">cost of Formula 1 sponsorship<\/a>. RTR Sports also works on hospitality and VIP Village (as at Mugello), on events, tours and activations in large-scale retail and on trade fairs such as EICMA.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Want to bring your brand to Formula 1?<\/strong><br \/>RTR Sports Marketing has been building motorsport sponsorships since 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/en\/formula-1-sponsorship\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Formula 1 sponsorship<\/a><br \/><\/div>\n<p><strong>Sources<\/strong>: <a href=\"https:\/\/www.dhlecommerce.nl\/en\/partnerships\/formula-1\" target=\"_blank\" rel=\"nofollow noopener\">DHL, the partnership with Formula 1<\/a>; <a href=\"https:\/\/group.dhl.com\/de\/presse\/pressemitteilungen\/2020\/formel-1-schneller-denn-je.html\" target=\"_blank\" rel=\"nofollow noopener\">DHL Group, press release on Formula 1<\/a>; <a href=\"https:\/\/www.formula1.com\/en\/results\/2007\/awards\/fastest-pit-stops\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, the 2007 awards<\/a>; <a href=\"https:\/\/www.mclaren.com\/racing\/formula-1\/2023\/mclaren-racing-announces-monster-energy-as-an-official-partner-of-mclaren-formula-1-team\/\" target=\"_blank\" rel=\"nofollow noopener\">McLaren, Monster Energy official partner<\/a>; <a href=\"https:\/\/www.sportcal.com\/sponsorship\/monster-energy-shifts-from-mercedes-to-mclaren-to-maintain-f1-presence\/\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Monster moves to McLaren<\/a>; <a href=\"https:\/\/crash.net\/f1\/news\/972279\/1\/vettel-race-pink-f1-helmet-2021-after-becoming-bwt-ambassador\" target=\"_blank\" rel=\"nofollow noopener\">Crash.net, Vettel BWT ambassador<\/a>; <a href=\"https:\/\/www.planetf1.com\/news\/alpine-bwt-partnership-confirmed\" target=\"_blank\" rel=\"nofollow noopener\">PlanetF1, BWT and Alpine<\/a>; <a href=\"https:\/\/www.aramco.com\/en\/news-media\/news\/2023\/aramco-extends-successful-partnership-with-aston-martin-formula-one\" target=\"_blank\" rel=\"nofollow noopener\">Aramco, partnership with Aston Martin<\/a>; <a href=\"https:\/\/www.sportcal.com\/newsletters\/aramco-now-sole-title-sponsor-of-aston-martin-f1-until-2028\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Aramco title sponsor until 2028<\/a>; <a href=\"https:\/\/www.mercedesamgf1.com\/news\/mercedes-amg-f1-and-microsoft-unite-to-drive-innovation-from-factory-to-circuit\" target=\"_blank\" rel=\"nofollow noopener\">Mercedes-AMG F1, the partnership with Microsoft<\/a>; <a href=\"https:\/\/www.sportcal.com\/news\/mercedes-f1-unveils-major-microsoft-tie-up-adds-nu-as-global-partner\/\" target=\"_blank\" rel=\"nofollow noopener\">Sportcal, Microsoft principal partner<\/a>; <a href=\"https:\/\/www.easm.net\/download\/2015\/easm2EASM-2015-286-R1-827.pdf\" target=\"_blank\" rel=\"nofollow noopener\">EASM, the optimal investment in activation<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently asked questions<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>What is brand activation in motorsport?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nIt is everything a sponsor does beyond putting the logo on the car: official awards and rights, content, hospitality, causes, products and technology on track, to turn the contract&#8217;s rights into results for the company.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>What happens to a sponsorship without activation?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nIt stays an &#8220;empty sticker&#8221;: a brand visible on the car that tells customers nothing and produces no measurable results.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>What are examples of activation in Formula 1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nThe DHL Fastest Lap Award (since 2007) for the driver with the most fastest laps of the season, BWT&#8217;s pink and &#8220;Bottle Free Zones&#8221;, the Monster Energy brand on the helmets, race suits, caps and bottles of McLaren drivers, the advanced fuels and lubricants supplied by Aramco to Aston Martin from 2026, Microsoft&#8217;s technology for Mercedes.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>How do you measure the success of an activation?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nWith objectives decided before signing: brand metrics for awareness, negotiations generated for leads, repeat purchases for loyalty. Social media and impressions measure exposure, not commercial results.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>How much should be spent on activation compared with the rights?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nThere is no single rule: studies of the sector give very different guidance. What matters more is having a precise objective and an idea the brand can &#8220;own&#8221; in the world of that team or championship.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>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, products and technology on track. Without activation a sponsorship stays what we at RTR Sports call an &#8220;empty sticker&#8221;: a visible brand that tells nothing [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":159508,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20123,20038,20039],"tags":[],"class_list":["post-240184","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-en","category-sport-sponsorship","category-sports-marketing"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Motorsport Brand Activation: Guide With Examples<\/title>\n<meta name=\"description\" content=\"What brand activation in motorsport is, five levers with real examples (DHL, BWT, Monster, Aramco), how to 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