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Motorsports Marketing and Sponsorship

June 7th, 2021

Why Become A Motorsports Sponsor?

A company can benefit from motorsports sponsorship in many ways, such as:

1. Driving Sales

Sponsorship geared towards driving sales can be an extremely effective promotional tool. Many successful companies use motorsports sponsorship to stimulate consumer interest, which in turn, generates sales. Sponsorship also drives traffic to their web sites and increases online purchasing. This contributes to a significant rise in overall sales volume as well.

2. Heightening Visibility and Creating Positive Publicity

Motorsports sponsorship provides wide exposure in broadcast, print and electronic media. This exposure creates positive publicity and heightens visibility of your company’s products and services. The various media covering a racing event usually include sponsor names and/or photos. Additionally, the media coverage you often receive as a sponsor would prove too expensive if purchased outright, assuming it was even available. Motorsports sponsorship often generates publicity that could not have been bought.

3. Enhancing Image and Shaping Consumer Attitudes

Companies are often looking to improve how they are perceived by a particular audience. One way of achieving this goal is by becoming affiliated with well-liked sports personalities. Professional auto racing is the largest spectator sport in the world and reaches a consumer market that crosses all boundaries of age, race and gender. Sponsoring a racing driver is an excellent way to shape the buying attitudes of this vast demographic and will help to generate a positive reaction towards your company and its products and services.

4. Differentiating from Competitors

The mere act of sponsoring a racing driver or team, especially an exclusive sponsorship, is a significant way to create competitor differentiation. Your company name can stand out head and shoulders above the competition. Motorsports sponsorship is a powerful weapon against a competitor with a larger advertising budget. Sponsorship allows smaller companies to compete with their industry giants and consumers often perceive sponsorship in a positive way. Using sponsorship can give you a decided edge over your competition.

5. Enhancing Business, Consumer and Employee Relations

Sponsorships that offer hospitality allow companies the chance to entertain key customers and solidify business relationships. Using sponsorship in connection with a consumer rewards program increases goodwill and customer retention. Companies that use motorsports sponsorship as part of their employee reward and incentive programs experience increased productivity. Treating employees to a fun day of racing excitement is an excellent way to boost morale and to thank them for their hard work.


Motorsports sponsorship is a powerful, cost-effective marketing opportunity. The enormous international appeal of auto racing, combined with careful planning, can elevate your company to new heights of success.

Motorsport in the England’s East Midlands

June 7th, 2021

In the UK, motorsport engineering and services has a total turnover in excess of £5 billion, of which 50% is exported. The industry employs 38,000 people, with 75% of this workforce being highly qualified engineers working in 3,000 individual, mostly small and medium sized enterprises. The motorsport sector and its supply chain drives the development and growth of companies which make up the cluster of 450 high-performance engineering (HPE) companies in the East Midlands, including 200 motorsport-specific companies.

The cluster consists of engine builders, precision engineers and electronics specialists. But there is also a huge skills overlap which takes the business activity of HPE companies into the field of servicing for the automotive, aerospace, electronics, material technology, watersports and medical technologies sectors.

Motorsport Industry

UK teams, engineering firms and supporting services have been a major global force in motorsport for many years now. In the UK, motorsport manufacturing is concentrated in a cluster that includes the East Midlands, Northamptonshire in particular. Here, we boast major venues for racing and testing vehicles:

Silverstone, the internationally renowned, world-class venue for motorsport events home of the British F1 Grand Prix and British Motorcycle Grand Prix
Rockingham, the only ‘oval’ motorsport circuit in the UK
Santa Pod, the UK’s premier drag racing strip
MIRA, renowned as a leading design, testing and certification organisation that provides engineering expertise and advanced testing facilities across the entire range of transport technologies
With such resources on hand it is easy to see why 200 plus major motorsport companies, employing 6,000 people with an annual turnover of £0.6 billion, have made their base in the East Midlands. In addition, the region is home to:
Internationally recognised engine builders including Cosworth, Ilmor Engineering, Mahle Powertrain and Mercedes-Benz High Performance Engines
A significant share of the international motorsport supply chain, (including expertise in composites and precision engineering)
F1 constructors Mercedes F1 and Force India
The National College of Motorsport
A partnership of three further education colleges based in the heart of Motorsport Valley, this was the first vocational centre for motorsport and performance engineering to tackle the decline and shortage of craft technicia