Motorsport sponsorship advice that you can use has always been the goal of The Business of Being a Race Driver and this week’s edition is heavy on motorsport sponsorship video content. Sit down, take out your notepad, digital or analog and watch and learn.
Overview
The Business of Racing
Brian Deegan‘s Agent Explains How to Get Big Sponsors
Super-agent Bob Walker, who represents Brian Deegan, Hailie Deegan, and Danger Boy (among others) explains:
- How he lands big sponsors, like Ford and Toyota.
- How he brought Toyota to Supercross.
- How he got Ford into X Games.
The Importance of Long-Term Thinking with Dan Wells
Last week on the podcast, my guest was 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.
Listen to the full episode here!
Why BELL Helmets Sponsors Motorsports
Kyle Kietzmann, President of BELL Helmets, explains why BELL sponsors even when racers need to buy helmets. Kietzmann was interviewed by Alex Striler at the 2024 Motorsports Sponsorship Summit on January 13, 2024.
2x World Champion Megan Meyer Gives Sponsorship Advice
2x World Champion drag racer Megan Meyer gives a masterclass describing how she landed 6-figure, multi-year sponsorship deals, and how she’d approach sponsorship if she was starting out today.
What AEM Looks For When Sponsoring Racers
Lawson Mollica explains:
- How AEM starts due diligence when they receive a proposal that looks pretty good.
- What AEM looks for when it does due diligence on a racer or team.
- What type of racer AEM prefers to sponsor or support.
- Why AEM would rather sponsor someone with a small audience and “super high engagement” rather than someone with a million (low quality) followers.
- Why AEM prefers to work with people who can tell stories.
Two Lessons From the Track: Building Resilience, Delivering Under Pressure
Motorsport has a way of exposing the qualities that matter long after the chequered flag falls. In this LinkedIn article, JP Moery draws on two lessons from the track to explore building resilience and delivering under pressure, showing how the challenges faced in racing can translate directly into business and leadership. It’s a useful reminder that motorsport’s lessons extend well beyond driving fast—they can shape how we respond to setbacks, perform when expectations are high, and keep moving forward.
Myth Busting with Racer On Demand
I think that there are a lot of things that racers believe strongly without necessarily having a basis for that truth.”
In this high-stakes episode of the Racers on Demand podcast, Amanda and Megan transition from celebrating a clean sweep at ERX to navigating the fallout of the IHRA’s sudden season cancellation. After discussing the “limbo mode” Megan faces in her drag racing career and the importance of keeping racing sustainable by keeping it fun, the duo dives into a masterclass on debunking the most persistent lies in motorsports marketing. From the “death of the deck” to why your follower count is becoming irrelevant, this episode is a reality check for any racer looking to professionalize their program in 2026.
Land Sponsors From the Brands That Write the Checks
A lot of the videos featured in this week’s post are from Sponsorship Tactics. “Proven strategies, step-by-step video lessons, and templates that work — everything you need to find sponsors, pitch effectively, and close real deals.”
Full details can be found here.
How Fun Partnerships Get Brands to Say Yes | Kendra Larson
Kendra Larson, NHRA drag racer in Top Dragster and Super Comp sportsman classes, joins Megan Meyer to share the story behind her viral “Kendra Larson Scavenger Series,” a fan engagement initiative that has given away thousands of dollars in racing products through in-person and online challenges at tracks across the country, all funded through brand partnerships that came together almost effortlessly once companies saw her audience and authenticity.
She also shares how she built a genuine content community in motorsports, all while racing, raising kids, and figuring out social media as she went.
PRI EDU Webinar: Futureproofing Motorsports Sponsorship Programs
Recorded live on August 12, 2026, this one-hour session kicked off the PRI Education webinar series with a look at where sponsorship is headed for brands, teams, and racers — and what needs to be in place before 2027. Moderated by Erica Sietsma of Autofluencer, the panel covered AI’s role in the sponsorship process, how to present value in a way buyers actually respond to, building a media brand that makes you worth partnering with, and more.
Panel:
Erica Sietsma — Autofluencer (moderator)
Sara Oettinger — AMSOIL
Brian McRae — Gradient Racing
Alex Striler — SponsorshipTactics.com
Brandon Scarpelli — Drift Cave / BMS Agency
Doug Bresnahan — PRI
General Motorsport Marketing Advice & Resources
Your Logo Disappears at 300kph
A motorsport sponsorship can be worth millions, but if the brand logo disappears on television at racing speed, much of that investment may be wasted. This article from Rush Sport & Entertainment explains why traditional corporate logos often fail in the high-speed, cluttered world of motorsport and how brands such as Southwire, Julius Baer and Aramco have adapted their visual identities for better broadcast visibility and recall. It’s a valuable lesson in sponsorship activation: effective branding is about designing for the environment, not simply putting a familiar logo on a car or trackside board.
Sponsorship From Every Side of the Table – Verity Edgell, Mastercard
Verity Edgell shares insights on selecting and activating major sports partnerships, turning fan passion into commercial outcomes, and advice for rights holders pitching sponsorship. You can listen to the episode of the podcast here.
The Costs of Racing
How Much Does a Season of Racing Actually Cost?
From Clio Cup at €80K to Formula 1 at €135M+. Continental Racing broke down the real budgets — from entry-level touring cars to the pinnacle of motorsport. The takeaway? GT3 endurance racing is the best-kept secret in the sport. Professional cars, iconic circuits, real championship fights — at a fraction of what you’d expect. Read their post here.
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.
