A motorsport partnership is one, very effective, form of advertising. Most companies think of it as a “whim”, something that one of the senior management has an interest in, and so indulges his own passion. This may have been true in the past, but nowadays hard nosed multinationals are often basing their advertising and PR strategy around motorsport BECAUSE IT WORKS!
Look at Red Bull, Aramco, Heineken and MSC cruises to name only four.
If you have thought about sponsorship in the past, it has probably seemed like an expensive way of getting your brand recognised within a niche market, but nothing could be further from the truth. Motorsport commands huge TV coverage worldwide, with the pinnacle of the sport, F1, Le Mans 24 hours, Nascar, easily rivalling any other sport in terms of TV power.
Motorsport watchers tend to be in a wealthy, free spending bracket and show immense interest in, and loyalty to brands associated with the sport. Many of the Motorsport sponsors can tell you exactly how effective their association with the sport has been, and why they are with the sport for many years.
More than this, brand exposure is only part of the story, motorsport events at any level provide an exciting platform for business to business activities. We have personal experience of a sponsor that we brought into motorsport, who by spending time at the race meetings, talking to other sponsors showed an immediate return greater than his investment in the sport.
HE IMMEDIATELY DID BUSINESS THAT HE OTHERWISE WOULD NOT HAVE FOUND.