Why a successful motorsport sponsorship is a partnership is just one of the topics covered in this week’s Business of Being a Race Driver. I also have more video on what sponsors are looking for from drivers and more!
Overview
The Business of Racing
How to Get Sponsored by Maxxis Tires
Chris Meyer, Senior Marketing Specialist of Maxxis Tires explains how to get sponsored by Maxxis and how honesty is one of the most important virtues of sponsorship. Chris was interviewed by Alex Striler at the 2024 Motorcycle Racing Sponsorship Summit on June 12, 2024.
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.
Race Sponsorships Should Be Partnerships, Not Free Parts and Stickers
Race sponsorship is too often reduced to a simple exchange: free parts or cash in return for a logo on a race car. Michael Timmons argues that the more effective approach is to treat sponsorship as a genuine business partnership, with both sides defining their goals, responsibilities and return on investment. That can include sales, content, customer engagement, product development and technical feedback—not just exposure. For drivers and teams seeking sponsors, the message is particularly relevant: don’t sell sticker space; demonstrate how you can help a company achieve its business objectives.
Why You Should Never Give Up Featuring Scott Goodyear
Last week on the podcast was a special extended edition featuring IndyCar winner Scott Goodyear. Scott explains the importance of never giving up both on and off the track. Scott also explains his role as the race director of the F4 United States and FR Americas Championships and recounts some great motorsport stories from his motorsport career.
Listen to the full episode here!
Examples of Outstanding Sponsorships that Impress Holley
Bill Tichenor, Holley’s Director of Marketing explains what impresses Holley and gives examples of outstanding sponsorship activations. Tichenor was interviewed by Alex Striler at the 2024 Motorsports Sponsorship Summit on January 13, 2024.
Corporate Marketing Budgets are Being Decided Now!
Last week was the first day of September. Drive Line explains how corporate marketing departments are meeting now to discuss 2027 sponsorships and why you need to strike now! “This morning, in marketing departments everywhere, the 2027 files open. Budget meetings get scheduled, allocation discussions begin, and the partnerships that will fund next racing season enter the pipeline. The 90 days that decide junior careers start now.”
10 More Career-Defining Lessons from the Motorsport Prospects Podcast – Part 2
What’s the best advice a race driver can get? I asked 10 more motorsport professionals that question—and their answers were anything but predictable. Driver managers. Team owners. Coaches. Sponsorship experts. Communications professionals.
10 guests. 10 perspectives. One thing in common: plenty for current and aspiring race drivers to learn. Here’s Part 2 of 10 More Career-Defining Lessons from the Motorsport Prospects Podcast.
The Corporate Factors That Drive Sponsorship Decisions
A successful motorsport sponsorship starts long before a logo appears on a car. This analysis from RTR Sports Marketing examines the corporate factors that determine whether a sponsorship gets approved—from strategic alignment and total costs to audience relevance, brand fit, measurability and internal politics. One particularly important takeaway for teams and drivers seeking sponsors: companies are not simply buying exposure; they are investing in solutions to specific business objectives. Understanding those objectives—and building a proposal around them—is essential to turning a sponsorship pitch into a genuine business case.
EPIC Racewear Founder Explains What He Expects from Sponsored Teams and How He Measures Results
Dan Bailey, owner of EPIC Racewear, explains how racers can be engaged and perform above and beyond what sponsors expect, and how EPIC measures results.
Bailey was interviewed by Alex Striler at the 2024 Motorsports Sponsorship Summit on January 13, 2024.
General Motorsport Marketing Advice & Resources
Which Championship Fits Your Brand?
Choosing a motorsport series to sponsor is about much more than audience size or prestige. Racing United breaks down how brands should evaluate different championships based on factors such as target audience, geographic reach, brand fit, budget, hospitality and activation opportunities. The key takeaway for teams and drivers seeking sponsorship is equally important: the best sponsorship opportunity is the one that aligns with a company’s business objectives—not necessarily the biggest or most visible racing series.
Read the full post on the Racing United website here.
The Costs of Racing
How Much Does a Season of European Racing Actually Cost?
Continental Racing explains the costs of going racing covering everything from the Clio Cup Europe to various European sportscar series. “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 full post and the comments on Instagram 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.
