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The Incredible Value of Sponsorship in Motorsport

Carl Harrison by Carl Harrison
July 8, 2025
in Motorsports
Reading Time: 4 mins read
0
The Incredible Value of Sponsorship in Motorsport

Formula One F1 - Austrian Grand Prix - Red Bull Ring, Spielberg, Austria - June 28, 2025 Williams' Alexander Albon during qualifying REUTERS/Jakub Porzycki

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Sponsorship has become an important element in top-level sports. Today, sponsorship of venues, athletes, teams and events is common as brands try to make the most of the brand visibility that sponsorship rewards them with.

Sponsorship provides sport with immense financial support. Individuals can cover expenses such as travel, team kit, accommodation and more. Clubs can buy equipment and kit and use sponsorship money to maintain their ground. Coaches can invest in training, coach development and talent development. Venues can cover some of the running costs.

Like many others, motorsport is one area of sport that receives a lot of sponsorship. Below, we take a look at the benefits of sponsorship in motorsport and at some of the big sponsorship deals in the sport.

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The Benefits of Sponsorship in Motorsport

Sponsorship in motorship has been a win on both sides of the agreement. The vast amounts of money that sponsors have sent teams’ way have provided them with essential resources.

In Formula One, for instance, teams have been able to use the resources to cover the high costs of competition. This could be from technical development and logistics to research into aerodynamic innovations.

Investment thanks to sponsors hasn’t just been made in the vehicles but also in drivers and other talents. Teams have been able to allocate resources to top talent, including drivers, engineers and crucial specialists. As a result, the teams have witnessed better performance on the track.

Moto Organizations

Motorcycle sports organizations have also made use of sponsors. MotoGP, Moto2 and Moto3 are three examples. Just like F1, sponsorship has driven technological development, allowed teams to cover logistics and other heavy costs, and hire the best talent.

MotoGP has also witnessed sponsors support sustainability initiatives. Like other sports organisations, MotoGP has certain values and wants to attract brands whose values align with its own. The organisation’s ‘Racing for the Future’ initiative is appealing to brands that observe eco-friendly practices and want to showcase their own commitment to sustainability.

Sponsorship has also changed the way that fans engage with the sport. Sponsors are using digital and social platforms to create immersive content that tech-savvy audiences will respond to. The new ways of engaging with the sport are fostering deeper connections between the sport and the fans.

One type of business that might like to get in on sponsorship is a NZ online casino. The business would enjoy lots of exposure in a country that loves motorsport and has produced world-class racing drivers such as Bruce McLaren, Denny Hulme and Scott Dixon.

Successful Sponsorship Deals in Motorsport

Motorsport has witnessed some massive deals. Here are some of the most successful.

LVMH with F1

In October 2025, F1 and LVMH announced a deal that would see the French luxury brand, which comprises Louis Vuitton, TAG Heuer and Moët Hennessy, become a global partner of the organisation from the start of 2025. The deal will last 10 years.

As part of the deal, Louis Vuitton is now the title partner of the Australian Grand Prix and TAG Heuer is the official timekeeper. LVMH has long supported F1. In 1969, TAG Heuer became the first company to have its logo on the back of a car. In 1971, the company became the first to sponsor a team.

Qatar Airways and MotoGP

Although there’s uncertainty about what the future holds for sponsorship in MotoGP, due to the arrival of new owners Liberty Media, a partnership of note in the organisation is its 2024 multiyear agreement with Qatar Airways. As part of the deal, MotoGP will display the airline’s name trackside at several venues in the calendar. The company will also be the title sponsor of the Australian Motorcycle Grand Prix, as well as of the Qatar Motorcycle Grand Prix. In return, the airline will provide passenger and cargo services for MotoGP, including commercial tickets, charter flights for championship personnel and freight services.

BMW Safety Cars

BMW is another brand that has been involved in motorsport sponsorship for years now, in the form of safety cars. This is something of a marketing masterstroke because the brand has been providing safety cars in several different types of motorsport, including touring car races, MotoGP races and the 24 Hours of Le Mans. BMWs have also sometimes featured as medical cars in Formula E. In 2025, in Bangkok, the company presented the M5 Touring Safety Car as the leader of the safety car fleet for MotoGP.

Sponsorship is a massive opportunity for professional sport. Motorsport organisations and their teams have made the most of its benefits and announced some highly productive partnerships. Other successful deals include Ducati’s partnership with backup power supply company Riello UPS, in MotoGP, and Nestlé’s KitKat brand becoming the official chocolate bar of F1 for the 2025 season before expanding across the world in 2026.

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