Motorsport
Features
Peoria TT track rehab/redesign – American Flat Track & Caterpillar
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.
Hugo Boss recommits to sailing flagship, splits sponsorship budget
Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.
Infiniti Engineering Academy – Infiniti Motor Company & Renault F1
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.
Official Team Partner – Unilever & Williams Racing
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.
Formula E closing the gap on Formula 1 as a sponsorship proposition
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
Vestas pays premium for Formula E entry with Mercedes-Benz EQ
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.
FREE | Sponsorship in Formula One, 2019
Top team deals
Phillip Morris International’s (PMI) sponsorship of Scuderia Ferrari is the biggest Formula One team deal of 2019.
Sponsorship in Formula One, 2019
Top team deals
Phillip Morris International’s (PMI) sponsorship of Scuderia Ferrari is the biggest Formula One team deal of 2019.
McLaren Racing adapts to corporate aims of BAT, Coca-Cola
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.
SportPesa gets first-year discount in Racing Point F1 title deal
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.
tappit’s cashless payments tech connects with Man City, Australian Grand Prix
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.
Alfa Romeo pays Sauber extra for full team rights in 2019
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.
Philip Morris makes branding comeback with Scuderia Ferrari Mission Winnow
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.
On the right track? Formula One in 2018 and 2019
Scott Branch, CSM’s head of marketing communications, Motorsport, reviews the 2018 Formula One season and highlights what we can expect in 2019
Pirelli sees off Hankook bid to renew with Formula One
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 looks to millennials and Gen-Zs in new Formula E deal
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
Dorna gets Petronas on board, money rolls in for MotoE
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 gets global seat at Formula One table
Amazon Web Services, the cloud computing subsidiary of Amazon
Silverstone partnerships: Interview with Chris Zachar, head of partnerships, Silverstone Circuits
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…
CSM analysis: Making sense of the Miami Grand Prix
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
ABB adds to fast-growing Formula E revenues
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.
Sponsorship in Formula One and Formula E, 2018
Find out how the range of deal values between Formula 1 and Formula E compares and whether the gap is narrowing in this SportBusiness Sponsorship data report.
DHL renewal ‘shows belief’ in future of Formula One
Logistics brand DHL has renewed its global partnership with Formula One at an increase on the previous agreement.
Dell Technologies: Raising awareness of Dell-EMC merger
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…