Motorsport
Infront builds motorsport footprint with expanded ADAC deal
The Infront agency has signed an expanded agreement with ADAC Motorsport that sees it become the German motorsport event organiser’s Official Marketing Partner.
Williams Racing signs THG to headline sponsor role
Formula 1’s Williams Racing has signed a deal with digital consumer brands group THG which will headline its sponsorship portfolio.
American Express enters F1 with regional deal, backs Vegas GP
Financial services company American Express has made its first move into Formula 1 sponsorship by agreeing a multi-year regional deal with the organisation and its new US race, the Las Vegas Grand Prix.
Cognizant to exit as Aston Martin F1 title sponsor
The Aston Martin Formula 1 team will race under a new name from 2024 after its renewal with IT multinational Cognizant saw the brand relinquish its title sponsorship rights
Volcan de mi Tierra joins extensive Las Vegas Grand Prix sponsor roster
The organisers of the upcoming Formula 1 Las Vegas Grand Prix have made tequila brand Volcan de mi Tierra the latest addition to the event’s sponsorship portfolio.
MSM secures global commercial rights to RNF MotoGP team
The MSM agency has secured the global commercial rights to the RNF MotoGP Racing team, its first client in the motorcycling series
Right Formula expands US operations as Cuellar joins from CSM
Sports marketing agency Right Formula has strengthened its US offering by hiring Rick Cuellar as commercial vice-president
Puma upgrades Ferrari deal as it looks to retain standing in F1 market
Puma has consolidated its presence in Formula 1 via the renewal and upgrade of its long-term deal with Scuderia Ferrari
DP World ramps up McLaren sponsorship activation for Singapore Grand Prix
SportBusiness Sponsorship talks to DP World and its agency of record 160over90 about the brand's sponsorship strategy and how it is leveraging a deal with McLaren F1 to support its B2B objectives.
Hugo Boss swaps Formula E for key Formula 1 team role
Fashion brand Hugo Boss has revealed it is to focus solely on Formula 1, ending its long-term association with the Formula E electric racing car series
Dorna rolls out MotoGP tech strategy with GoPro deal
Motorcycling’s MotoGP continues to place a focus on technology-led commercial deals after a new agreement was secured with GoPro.
FanDuel becomes latest Nascar betting sponsor
FanDuel has become an Authorized Gaming Operator of Nascar, granting the online gaming company rights to use certain Nascar marks and collaborate with the stock car racing series to create new betting…
Nascar, nVenue team up on in-play micro-betting
Nascar and nVenue have announced a multi-year deal to create in-race micro-betting markets and predictive contests for the motorsport series
Liqui Moly extends ‘aspirational’ F1 sponsorship
German motor oil manufacturer Liqui Moly has extended its central sponsorship deal with Formula One – the pinnacle of the brand’s sponsorship activities across multiple sports.
McLaren responds to calls to remove Velo branding for Dutch Grand Prix
McLaren Racing is resisting calls from Dutch health organisations to remove branding of tobacco-free nicotine specialist Velo from its car for the upcoming Dutch Grand Prix
Qatar Airways selects Right Formula for F1 activation brief
Qatar Airways has appointed global sports marketing agency Right Formula as its retained agency for the airline’s Formula 1 activation programme.
Ex-NBA executive Rossomondo targets tech brands for MotoGP
Former NBA vice president of marketing partnerships Daniel Rossomondo speaks to SportBusiness Sponsorship about his ambitions for MotoGP since joining the motorcycling series as chief commercial officer.
All 10 F1 teams to participate in F1 Academy from 2024
Formula 1 has opened up a suite of potential new commercial inventory via changes it has made to the structure of its all-female F1 Academy series