{"id":241694,"date":"2023-10-19T14:28:49","date_gmt":"2023-10-19T12:28:49","guid":{"rendered":"https:\/\/rtrsports.com\/the-role-of-content-in-successful-motorsport-sponsorship-comprehensive-content-marketing-strategies\/"},"modified":"2026-10-19T13:49:35","modified_gmt":"2026-10-19T11:49:35","slug":"the-role-of-content-in-successful-motorsport-sponsorship-comprehensive-content-marketing-strategies","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/the-role-of-content-in-successful-motorsport-sponsorship-comprehensive-content-marketing-strategies\/","title":{"rendered":"Motorsport content marketing: why the logo alone is not enough"},"content":{"rendered":"

A logo on a racing car is not content. It is a right. The value of a motorsport sponsorship begins when that right becomes something people choose to watch, share and remember. That is what we mean by motorsport content marketing<\/strong>: turning the agreement signed with a team, a driver or an event into stories that keep working for the brand after the race is over.<\/p>\n

My argument is simple: whoever buys a sponsorship and does not tell its story is paying for half of what they bought. The audience is already there, and it is bigger than it has ever been. What is almost always missing is the editorial plan and the rights to carry it out.<\/p>\n

What content marketing in sport is<\/h2>\n

I think of a sponsorship as a broadcasting licence and of content as the programme schedule. The licence gives you the right to go on air. The schedule decides whether anyone watches. Buying the licence without building the schedule means owning a channel with a black screen.<\/p>\n

In practice, the content marketing of a sponsorship is the body of content the brand produces thanks to the rights it has bought: behind-the-scenes video, interviews with drivers, technical data explained in plain language, campaigns built on the link with the team, content for clients invited to the track. It does not replace the visibility of the logo. It multiplies it and takes it where the logo alone does not reach: into feeds, newsletters and sales presentations.<\/p>\n

The audience is already there: the numbers<\/h2>\n

In 2025 Formula 1 passed 114.5 million social media followers, up 19% in a year and from 18.7 million in 2018: for the fifth year in a row it was the fastest-growing global sports league on social media. This is an audience that consumes F1 beyond the live broadcast, through clips, behind-the-scenes stories and personalities.<\/p>\n

The case that proves it best is Drive to Survive<\/em>. The Netflix series debuted in March 2019 and came with a shift in the relationship between the United States and Formula 1: the per-race average on ESPN networks rose from around 554,000 viewers in 2018 to 1.21 million in 2022 and 1.3 million in 2025, the last season before the rights moved to Apple TV. In my view, the sport did not change. The storytelling did. For a sponsor the lesson is direct: content does not follow the audience, it creates it.<\/p>\n

Three examples that work<\/h2>\n

The first is Red Bull, which turned content into a business. In 2007 it founded Red Bull Media House in Salzburg, which produces video, documentaries, magazines and live coverage of the sports in which the brand is present. Its Formula 1 team, which won the drivers’ title with Sebastian Vettel from 2010 to 2013 and with Max Verstappen from 2021 to 2024, is also a story factory. It is not a model everyone can replicate, but it shows the direction.<\/p>\n

The second is DHL, Formula 1’s logistics partner. Since 2015 it has presented the DHL Fastest Pit Stop Award to the team with the quickest pit stops of the season: Red Bull won it from 2018 to 2024, Ferrari in 2025 with 559 points against McLaren’s 410. It is content that renews itself at every Grand Prix and ties the brand to a precise value: speed and precision in operations.<\/p>\n

The third is Heineken, which in 2016 launched the \u00abWhen You Drive, Never Drink\u00bb campaign on responsible drinking with Jackie Stewart. A beer brand in a driving sport chose to tell the most sensitive story of all, and did it with the credibility of a three-time world champion. It is an example of content that protects reputation as well as building awareness.<\/p>\n

Which content delivers the most<\/h2>\n

In my experience four types of content work best for a sponsor. Behind the scenes, because the paddock remains a place the public does not see. People, meaning drivers, engineers and mechanics, because sport is followed through faces. Data, when the sponsor’s product has a real link with performance. And content for clients: hospitality at the circuit becomes material for the sales force, for newsletters and for corporate social channels.<\/p>\n

Format matters less than consistency. A short series released at every race builds more attention than one big video launched once a year. Ideas for turning rights into experiences and content are collected in our guide to sports marketing activations<\/a>.<\/p>\n

Rights before the camera<\/h2>\n

The point I see overlooked most often is contractual. To use a driver’s image, pit lane footage or the team’s brand, you need rights written into the agreement, with scope, channels and duration. A contract that only provides for logo visibility does not authorise you to shoot a video or use the driver’s face in a campaign. How these rights are managed is explained in our article on image rights in sponsorship<\/a>.<\/p>\n

How to measure the return<\/h2>\n

Content is measured with the same criteria as the rest of the sponsorship: how many people it reaches, how much it engages them, which actions it produces, from a sales contact to a purchase. Views alone are a vanity number. What happens next is what counts. The method for linking these indicators to business results is described in our analysis of how to measure sponsorship ROI<\/a>.<\/p>\n

Three mistakes I see<\/h2>\n

The first is thinking about content after signing. The editorial plan must be written beforehand, because it determines the rights to negotiate and the budget to set aside.<\/p>\n

The second is talking only about your own product. Fans follow the team and the drivers, not the sponsor’s catalogue: the brand has to enter the story, not interrupt it.<\/p>\n

The third is leaving everything to the team. Teams produce content for themselves and for all their partners. A sponsor that wants to stand out needs its own plan, built on its own objectives, in Formula 1<\/a> as in other categories.<\/p>\n

The logo buys space, content buys attention<\/h2>\n

A sponsorship without content is a sticker on a car passing at three hundred kilometres an hour. With an editorial plan, the same rights become months of attention, client relationships and data to measure. The difference is not made by the rights budget. It is made by what you decide to tell. Always.<\/p>\n

\r\n\r\n

Frequently asked questions on content marketing in sport<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n What is content marketing in sport?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

It is the production of content, such as video, interviews, behind-the-scenes material, data and campaigns, that a brand creates thanks to the rights of a sports sponsorship. Its purpose is to turn logo visibility into attention, relationships and measurable results, including outside race days.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Why is content marketing important for a motorsport sponsor?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Because the motorsport audience follows the sport beyond live broadcasts: in 2025 Formula 1 passed 114.5 million social media followers. A sponsor that tells the story of its partnership reaches this audience on the channels it uses every day, instead of relying only on logo exposure during the race.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Which content works best for sponsors?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Behind the scenes in the paddock, content with drivers and engineers, performance data when the product has a real link with the track, and content generated from client hospitality. A short, regular series usually delivers more than a single big video.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Do you need specific rights to produce content with a team or driver?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Yes. The driver’s image, footage in restricted areas and use of the team’s brand must be covered in the contract, with channels, territories and duration. An agreement that only provides for logo visibility is not enough to shoot video or use the driver’s face in a campaign.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n How do you measure the return on sponsorship content?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

With indicators of reach, engagement and action: people reached, interactions, sales contacts generated, purchases. Views alone are not enough: they must be linked to the business objectives defined before signing the sponsorship.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n What is the difference between activation and content marketing?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Activation is everything a sponsor does to exploit the rights it has bought, from trackside events to hospitality and competitions. Content marketing is the part of activation that produces content to be distributed over time and across the brand’s channels.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

A logo on a racing car is not content. It is a right. The value of a motorsport sponsorship begins when that right becomes something people choose to watch, share and remember. That is what we mean by motorsport content marketing: turning the agreement signed with a team, a driver or an event into stories […]<\/p>\n","protected":false},"author":14,"featured_media":159592,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20038,20039],"tags":[],"class_list":["post-241694","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sport-sponsorship","category-sports-marketing"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMotorsport content marketing: beyond the sponsor's logo<\/title>\n<meta name=\"description\" content=\"Motorsport content marketing: how to turn a sponsorship into content, which formats deliver, which rights you need and how to measure the return.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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