The world of motorsport offers brands unparalleled flexibility – from truly global title sponsorships to single-race technology or supplier partnerships. And with races taking place on every continent, in every time zone, and TV coverage spanning full weekends at times, the potential to reach millions of fans is clear.
However recent years have seen disruption in the category, with Formula E, the Jaguar I-Pace trophy and the W Series trying to wrest fans from established giants like F1 and MotoGP. Esports is another new frontier, with motorsport perhaps unique in its position where aspiring drivers can kick-start their careers behind a console before they jump behind the wheel.
This means it’s a time of change from a partnership perspective too. Some brands have maintained such a presence in motorsport that they have become synonymous with certain properties - think Shell and Ferrari - or events, such as Gulf Oil and Porsche in the World Endurance Championship during the late Sixties and early Seventies. But even the longest and most successful partnerships will eventually end, such as MotoGP team Honda Racing reportedly looking to end its 26-year association with Repsol.
Some brands will continue to invest in motorsport sponsorship as it's crucial for research and product development. Technical/Official Supplier partnerships enable OEMs, fuel, technology, and apparel brands to showcase their latest innovations, building credibility and awareness among an enthusiastic, global audience. Many partnerships begin as a season-long deal and grow into much longer associations, although the range of properties and rights available mean that major changes to sponsorship deals and team liveries happen every season.
For our new Motorsport Sponsors briefing, we have selected 30 current sponsors of motorsports properties with contracts expiring in 2020 or 2021. Each company includes key contacts and details about current partnerships.
