Understanding motorsport sponsorship pricing is just some of what is covered in this week’s Business of Being a Race Driver. I have a lot of videos that pack in a lot of advice on what sponsors want and more, so it literally pays to pay attention!
Overview
The Business of Racing
What Engine Ice Requires from Sponsored Athletes
Scott Lukaitis, the Director of Sales and Marketing of Engine Ice, talks about what sets top team riders apart. Scott was interviewed by Alex Striler at the 2024 Motorcycle Racing Sponsorship Summit on June 12, 2024.
Are You Treating Your Motorsport Career Like a Business?
If you’re asking businesses to invest in your motorsport, there’s an important question to consider: Are you treating your own motorsport like something worth investing in?
In this episode of the Motorsport Sponsorship Podcast, Belinda looks at the business behind the racing the part that often gets far less attention than preparing the car or planning the next race weekend.
From sponsorship systems and communication to goals, organisation and reviewing what’s actually working, this episode will challenge you to look beyond race results and consider what a potential sponsor sees when they look behind the scenes.
Because looking professional and being professional aren’t always the same thing.
You can listen to the full episode here.
Why You Need to Have a Plan with Mick Gomme
This week on the Motorsport Prospects Podcast features Mick Gomme of Go Motorsport Management. Mick explains how crucial it has to have a plan so you don’t waste time or money.
The episode drops this Wednesday, September 16, 2026 at 10:00 AM EST. You can listen to the episode and subscribe to the podcast here.
Understanding Motorsport Sponsorship Pricing
Dan Wells from Drivers Lab explains how to understand sponsorship pricing. “Sponsorship pricing is not mysterious, but it does follow logic, and families who understand the logic have far better conversations.” Read his full LinkedIn post here.
The Sponsorship Lesson Motorsports Got Right Before the Creator Economy
Motorsport may have been practicing “creator economy” sponsorship long before the term existed. Megan Meyer argues that the strongest racing sponsorships have traditionally been built around long-term relationships, trust and genuine business value, rather than one-off posts or logo exposure. Drivers who understand a sponsor’s goals can help generate customers, leads, product feedback and brand engagement—while evolving the partnership as platforms and audiences change. The challenge for motorsport now is proving that value with better data, reporting and storytelling.
Read her full post here that explains the issue in depth.
What’s In It For Me?
Amanda and Megan of the Racer on Demand podcast pivot from the racetrack to tackle the single most important psychological question in motorsports marketing: “What’s In It For Me?” (WIIFM). Between sharing some massive late-season news about a new partnership with AMSOIL and navigating the real-world trials of a season disrupted by series cancellations and mechanical failures, the duo delivers a deep-dive guide on shifting your program from “sticker-begging” to solving real business problems. Whether you’re trying to win over a major corporate partner, build a diehard fanbase, or support your home track, this episode is your blueprint for delivering actual value in 2026.
Messaging Under Pressure
In her recent LinkedIn post, Motorsport Media and PR Strategist Alexandra Schieren discusses message performance under pressure. “Every team invests heavily in performance under pressure, and strategy calls and pit stops are rehearsed over and over again. Few teams invest the same rigor into message performance under pressure. And that gap often shows up exactly when it’s the most visible: live in front of a camera, right after something has gone wrong.”
Read the full LinkedIn post here.
You can also get more helpful advice from Alexandra from her recent appaearance on the Motorsport Prospects Podcast here.
Make Social Media Work for You Webinar
Want to grow your visibility, engage your audience and attract sponsorship opportunities?
The FIM CFM Commission, in collaboration with the FIM Africa Women in Motorcycling Commission, is hosting a practical webinar packed with useful insights for competitors and anyone looking to get more from their social media.
- Thursday, 17 September 2026
- 16:00 EAT
REGISTRATION DEADLINE: 15 SEPTEMBER 2026
Full details can be found here.
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.
Sabré Cook Opens the Doors to Motorsport’s Hidden Side with Exclusive Behind-the-Scenes Experiences
Porsche Carrera Cup North America racer Sabré Cook is giving her fans the opportunity to experience that world from the inside. The JDX Racing driver has created a new series of exclusive, one-of-a-kind events that will open the doors to a professional test day, offering a small number of fans unprecedented access to Cook, her team and the behind-the-scenes processes that are normally hidden from view.
The concept is designed to be far more than a conventional paddock visit. Instead, fans will spend the day immersed in the working environment of a professional racing team, gaining an insight into what actually happens between race weekends and how a driver and engineering crew prepare a Porsche 911 GT3 Cup car for competition.
You can read more about the initiative 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.
