Motorsport
Innovation & Passion – UPS & Scuderia Ferrari
In September 2021, UPS tasked CSM to activate its Ferrari partnership to boost the brand both globally and in key markets.
Envision Virgin Racing signs deal with Algorand blockchain worth millions
Formula E outfit Envision Virgin Racing has signed a multi-year deal with blockchain company Algorand worth seven figures per year
Andretti Formula E brings in Avalanche as new title sponsor
Andretti Formula E has struck a multiyear agreement with blockchain contracts platform Avalanche to become the team's new title sponsor ahead of Andretti’s eighth season of the ABB FIA Formula E World C…
Dell extends with McLaren F1, Medallia and EasyPost make sponsorship debuts
Technology company Dell Technologies has signed a multi-year extension to its sponsorship deal with McLaren Racing, an association which began in 2018
Formula E extends with Bosch through season 10
Electric motor racing series Formula E has signed a renewal to its sponsorship contract with engineering and technology company Bosch
WRC signs Forum8 as brand grows motorsport presence
The World Rally Championship has signed 3D simulation software company Forum8 as a sponsor, making it an official partner of the WRC and further developing the brand's presence in motorsport
Nascar, Built Brands strike multiyear partnership
US stock car racing series Nascar has struck a multiyear partnership with Built Brands, in which Built Bar has been designated the organization's official protein bar
FTX adds Mercedes F1 team to expansive sponsorship portfolio
Global cryptocurrency exchange FTX has strengthened its expansive sports sponsorship portfolio by striking a multiyear deal with the Mercedes-AMG Petronas Formula 1 team
McLaren Racing extends with Arrow Electronics
McLaren Racing has signed an extension to its sponsorship contract with global technology and innovation company Arrow Electronics
Castore sponsors 24 Hours of Le Mans in IMG-brokered deal
British sportswear brand Castore has become the official outfitter of the 24 Hours of Le Mans race in a deal brokered by the IMG agency
Bitci becomes fan token sponsor of MXGP
The FIM Motocross World Championship (MXGP) has agreed a deal for blockchain network Bitci to become its fan token sponsor and title sponsor of two upcoming events in Turkey
British Grand Prix Drive-In for NHS Workers – Heineken & Formula One
For the behind-closed-doors 2020 British Grand Prix, F1 global beer partner Heineken promoted its 0.0% brand via an immersive activation for local health workers.
Tissot takes title sponsorship of MotoGP’s Aragon race
MotoGP rights-holder Dorna Sports has expanded the motorcycling series' association with watchmaker Tissot
Supercars Eseries signs up raft of new sponsors ahead of new season
Australian motor racing esports series Supercars Eseries has agreed a raft of sponsorships deals ahead of the latest championship which kicks off this week
C.P. Company takes technical supplier role at Envision Virgin Racing
Italian apparel brand C.P. Company has struck a licensing and sponsorship agreement with Envision Virgin Racing from Season 8 of the Formula E World Championship
Data Snapshot: Motorsport 2021
After completing their disrupted 2020 seasons, Formula One, Formula E and MotoGP moved into fresh campaigns in 2021 with a combined portfolio value of between $435m (€370m) and $487m across a total of 53 deals.
F1’s eight-figure BWT sponsorship deal centred on sustainability goals
Formula One’s recently-announced sponsorship deal with Best Water Technology (BWT), will form a key part of the motorsport series’ plan to make all of its events sustainable by 2025.
Formula 1 expands BWT association in latest sponsorship boost
Formula 1 has expanded its association with water treatment company Best Water Technology (BWT) to make the company its 'Official Water Technology Partner'