Motorsport Sponsorship Tops the List for Sports Sponsorship – Why?

Car racing is the largest and fastest growing spectator sport in America from the Indy 500 all the way to NASCAR and all over the world it is a major sport with the popularity of F1 and Rally ranking among the best spectator sports in the world. It is therefore without a doubt that sponsors will flood this market. It is estimated that 25% of sports sponsorship deals are directed towards Motorsports. Other team sports have no support for the type of direct commercial sponsorship that Motorsports offers. Sponsors are an integral part of the team as they provide the operating capital for the team. They provide Motorsports sponsorship in exchange for mass advertising to the millions of fans who enjoy the sport so as to increase their market share in their respective fields and earn a profit. It’s a fitting way to make a profit by increasing your consumer base.

When it comes to advertising, no one does it better for sponsors than Motorsports. From the liveries plastered on cars that serve as mobile billboards to the multitude of fans, to the race track signage and drivers uniforms splashed with a multitude of sponsor logos, Motorsports is an ideal platform from the advertising aspect of sponsors. The full commercial sponsorship is ideal for a sponsor’s main goal which happens to be, getting better brand recognition. Sponsors expect their brand to be spread out to the fans that turn up to watch their favorite team. The logic behind sponsors is that the millions they spend on the team can be regenerated by an upscale in product purchases by loyal fans of their respective teams.

Sponsors want brand recognition and many companies that specialize in sponsorship management have great success in providing exposure for a team’s sponsors away from the track. Sponsors would want to feel they are getting value for their money and this would ensure sponsorship deals go the right way for both parties. Sponsors want to feel involved in the process of decision making particularly since they are funding the team. Success on track is vital to the sponsor as their brand will be associated with success and thus create brand loyalty among the fans. It’s often known that sports fans are highly likely to choose sponsor brands of their favourite teams over other brands. The media coverage of these Motorsport events provides a better, more versatile way of advertising where the viewers need but to see the liveries on cars and uniforms to know of the sponsor brands. This is a better, more versatile way than the more traditional way of an allocated advertisement slot during coverage. The overall success of a team as well as their accelerated brand recognition is what sponsors are out to achieve in the long run and provided they see the potential in your team, a worthy sponsorship management strategy and a viable target audience then you are in for business.

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