Motorsport

Latest Features

Through the 2019 season, AAB activated its rights as the title partner of the Formula E racing series through a short-form content series based on solving contemporary urban challenges.

Formula One, Formula E and MotoGP – motorsport’s biggest global series – hold central sponsorships worth $394m (€354m) in 2020, across 48 central deals.

Heineken, the official beer of F1, leveraged the 2019 Singapore Grand Prix through an augmented reality game that offered fans the change to win race and pre-race party tickets.

Busch celebrated its 40-year presence at the Daytona 500 in February 2019 by turning Stewart-Haas Racing’s 2018 No. 4 car into 40 limited-edition cans.

Around the 2019 Indy 500, Verizon leveraged its IndyCar assets to showcase its 5G Ultra-Wideband through a month-long campaign.

UK-based Formula One team Williams posted a loss in the first six months of 2019 – with a fall in sponsorship earnings contributing to the negative interim results.

Wind turbine company Vestas has become the Principal Partner of the Mercedes-Benz EQ Formula E Team in a long-term deal

US Formula One motor-racing team Haas has today (Monday) announced that its title sponsorship deal with British energy drinks brand Rich Energy has been terminated with immediate effect

Swiss watchmaker TAG Heuer has consolidated its position in electric motorsports as the title sponsor of the new Porsche Formula E team

Features

For the 2018 Formula One season, Heineken activated its rights through a four-city media/influencer PR programme linking host city underground culture to F1 lifestyles.

Interregional Sports Group, the global data and betting rights partner of the FIA Formula One World Championship, got its global sales process off to a strong start with a deal in Asia with online betting…

Formula One deals make up nine of the top ten deals by value per season across Formula One, Formula E and MotoGP

The top central and team title deals across Formula One, Formula E and MotoGP.

Two major activations, in 2018 and 2019, showcased the best of the Caterpillar brand through its partnership with the organisers of American Flat Track racing.

Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.

The Infiniti Engineering Academy – Infiniti’s global search for bright engineering talent – was created with the Renault F1 team to connect the Infiniti brand with its customers and a global Formula 1 fan audience.

Unilever’s wide-ranging sponsorship of the Williams Racing Formula One Team addressed business needs across the Rexona brand, customer development and the Unilever supply chain.

Tata Communications’ #MotoGPConnect campaign raised awareness of the company’s broadcast solutions to potential new customers in international sport and positioned Tata as an innovator in the media and entertainment space.   

When season six of the Formula E Championship gets under way in Saudi Arabia on November 22, there will be a brief overlap with the 2019 Formula One Championship, which ends in Dubai on December 1

Danish wind turbine company Vestas signed as a Principal Partner of the Mercedes-Benz EQ Formula E Team, having turned down the title position at Porsche Formula E, industry sources have told SportBusiness Sponsorship.

Top team deals Phillip Morris International’s (PMI) sponsorship of Scuderia Ferrari is the biggest Formula One team deal of 2019.

Top team deals Phillip Morris International’s (PMI) sponsorship of Scuderia Ferrari is the biggest Formula One team deal of 2019.

Formula One team McLaren Racing has raised more than £10m (€11.6m/$12.9m) through new deals with British American Tobacco and US soft drink giant Coca-Cola, according to industry sources.

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