Motorsport

Latest Features

Kenyan bookmaker SportPesa is paying $8m (€7.1m) in year one of its two-year title sponsorship deal with Formula One team Racing Point, and $12m in year two, SportBusiness Sponsorship has learned.

UK cashless payments brand tappit is paying between £1m (€1.1m/$1.3m) and £1.5m per season to partner with Premier League club Manchester City, according to industry sources.

Italian carmaker Alfa Romeo is understood to have paid an extra $5m (€4.4m) per year to upgrade from title sponsor of the Sauber Formula One Team to full team rights.

Tobacco giant Philip Morris International is paying $180m (€158m) per season to sponsor the Scuderia Ferrari Formula One team, according to sources close to the deal.

Scott Branch, CSM’s head of marketing communications, Motorsport, reviews the 2018 Formula One season and highlights what we can expect in 2019

Formula E team Envision Virgin Racing has signed a multi-year sponsorship deal with motorcycle brand Harley-Davidson

Nascar has rejected a one-year extension offer from Nascar Cup title partner Monster Energy – paving the way for a new multi-partner, multi-tier sponsorship approach in 2020.

Italian shoe and clothing manufacturer Geox has agreed a title sponsorship deal for the country’s round of the Formula E electric racing series.

Japanese consumer electronics company JVCKenwood has renewed its sponsorship of the World Touring Car Cup (WTCR) motorsport series

Features

SportBusiness Sponsorship understands there was a small increase in the value of Pirelli’s renewed deal as Formula One’s sole tyre supplier, signed last month.

Heineken has invested significantly in a five-year Official Partner deal with Formula E, targeting the sport's growing fan base among millennial and Gen-Z consumers

Malaysian national oil and gas company Petronas is paying between €600,000 ($692,000) and €900,000 per year for a package of branding and hospitality rights at the Thailand and Malaysian legs of the Mot…

Amazon Web Services, the cloud computing subsidiary of Amazon

Silverstone’s status as the host venue of Formula One’s British Grand Prix may be in doubt after next year’s race, but the British Racing Drivers’ Club-owned and operated circuit has ambitious plans t…

The City of Miami Commission has voted in favour of plans for a Formula One Grand Prix to be held in downtown Miami from the 2019 season

Swiss technology company ABB will pay nine-figures in dollars for title sponsorship rights to the FIA Formula E Championship over the deal's duration.

Formula 1 vs Formula E – getting closer in value T

Logistics brand DHL has renewed its global partnership with Formula One at an increase on the previous agreement.

Dell Technologies is using sports sponsorship to grow awareness of the brand and its products and services following its creation in the merger of personal computer brand Dell and the EMC software brand…

The McLaren Formula One team has signed a multi-year partnership with Dell Technologies – the first global partnership made by the company since its merger with EMC in 2016.

German luxury car brand BMW has upped its investment in the Formula E motor racing series to promote the BMW i range of hybrid and electric cars and claim a leadership position in the fast-growing e-mobility sector.

German luxury car brand BMW has signed a multi-year extension to remain Official Vehicle Partner of the Formula E race series as it continues to press its claim as a leader in the electric mobility sector.

Sports Sponsorship Insider invited Scott Branch, head of communications, Motorsports at the CSM Sport & Entertainment, to look back on the Formula One season and highlight five things the agency learned from the series' first year under new owners Liberty Media.

Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond.