The cost of running a race team is something that drivers and their advisors don’t often consider. This issue of the Business of Being a Race Driver explains what it costs to run a modern race team.
Overview
The Business of Racing
The G.O.A.T. of Sponsorship (ft. Alex Striler)
In this landmark 20th episode of the Racer On Demand podcast, Amanda and Megan welcome the man often called the “GOAT” of sponsorship, Alex Striler, author of “Motorsports Marketing and Sponsorships.” Alex has been a pivotal mentor for both hosts, and in this conversation, he pulls back the curtain on how the sponsorship landscape has shifted over the last decade—and how racers can use cutting-edge tools to stay ahead.
From Racing Driver to Team Director: Darryl O’Young on Sponsorship, Media and Motorsport Growth
Darryl O’Young’s career illustrates how a successful life in motorsport can evolve well beyond the driver’s seat. This interview at The Hairpin looks at his transition from professional racing driver to team director, exploring the business side of building a competitive programme, the importance of sponsorship and media, and the opportunities for growing motorsport in new markets. It offers a valuable perspective on how drivers can turn their experience, relationships and industry knowledge into new careers within the sport.
The Importance of Long-Term Thinking with Dan Wells
This week on the podcast, my guest is Drivers Lab founder Dan Wells. Dan explains why long-term planning is essential for any driver looking to build a career in racing, and why success depends on taking advice from the right people. He also shares an important reminder: there is a wealth of knowledge available to young drivers, but you need to take the time to listen, learn and absorb it.
The episode drops on Wednesday, August 19th at 10:00 AM EST. You can listen and subscribe here!
Beyond the Logo: Why Motorsport Sponsorship Cuts Through the Noise
Motorsport sponsorship is about far more than putting a logo on a race car. In this piece, Kevin Boehm makes the case for racing as a powerful marketing platform, highlighting the immersive experiences, technology access, hospitality and customized partnerships that can create deeper connections between brands and their audiences. It’s a useful reminder that the best sponsorships are built around meaningful engagement and measurable business goals—not simply visibility.
How Smaller Teams Can Approach Larger Brands like Toyota
What is Sponsorship & What it Isn’t
What does sponsorship actually mean? For many motorsport athletes, sponsorship starts with one thought: “I need money to go racing.”
But that’s not how a business sees it.
In this episode of the Motorsport Sponsorship Podcast, Belinda breaks down one of the most important mindset shifts in motorsport sponsorship. If you want to build long-term sponsorship relationships, you first need to understand what you’re actually asking a business to invest in. You can listen to the episode here.
A New Academy, A Bigger Lesson on Building Trust
Skip Barber and GMS Race Cars just launched the GTX Academy, the nation’s first curriculum-based stock car and oval racing program. Gradient Racing’s Brian Scott McRae was on pit road for the first shakedown — and turns the experience into a sharp, seven-point playbook on how real partnerships in motorsport actually get earned.
General Motorsport Marketing Advice & Resources
The Activation Hurdles, Hiding in Plain Sight
A sponsorship deal may start with the rights fee, but that is only the beginning of the investment. In this LinkedIn post, Tom Potter highlights the often-overlooked costs and complexities of activating and managing a motorsport sponsorship, from programme planning and rights-holder coordination to hospitality, branding and measuring business outcomes. The key message for sponsors is simple: visibility may get you into the partnership, but effective programme management is what turns that investment into value.
The Most Expensive Opinion in Marketing
Motorsport sponsorship can be an expensive investment—but the wrong opinion about its value can be even more costly. In this LinkedIn post, Ken Ungar examines the assumptions and misconceptions that can influence sponsorship decisions, arguing that brands need to look beyond simple visibility and evaluate whether a partnership actually delivers meaningful business value. It’s a useful reminder that successful motorsport sponsorship requires strategy, measurement and a clear understanding of what the investment is supposed to achieve.
The Costs of Racing
The Cost of Running a Race Team
The price of a race seat can look enormous from the outside, but what does that money actually pay for? Dan Wells breaks down the often-hidden costs of running a professional race team, from year-round staff and equipment to travel, tires, freight and the financial risk of crashes. His central message is particularly relevant for drivers and families: don’t judge a team solely by its price—judge whether it has the financial stability and resources to deliver what it promises all season.
Author: Mark Boudreau
Mark is the publisher of Motorsport Prospects and the host of the Motorsport Prospects Podcast. As a lawyer, he applies his legal background and research skills to assist race drivers by showcasing the resources they need to make their motorsport careers happen.
