What are the biggest motor racing sponsorships? Join us as we take a look at sponsorship in motorsports and why it’s big business, especially in Formula One.
Sponsorship and endorsements in the world of motor racing are big business. Forbes recently reported that Formula One alone generated US$30 billion in sponsorship money within just 15 years. The amount of money within motor racing sponsorship is due to the popularity of these sports and how many people tune in. Motorsport broadcasting statistics show that over 1.5 billion people watched races on TV within 2021, with an average single-event audience above 70 million people.
So, what are some of the most lucrative and interesting sponsorship deals within motor racing?
#1: Entain and McLaren
Entain, one of the most prominent gambling groups globally and famous for their leading sportsbook brand bwin, are one of the key companies who have gotten into bed with motor racing recently. Their PartyCasino and Partypoker brands signed an exclusive deal with McLaren Racing after the 2021 Formula One season began.
Specifically, PartyCasino and PartyPoker will sponsor the McLaren team for three years. It will also see the creation of a new platform from Entain to provide racing content. The content will all be McLaren themed, from casino games to prizes and giveaways.
#2: Oracle and Red Bull
Red Bull has a fascinating history within Formula One. Once a partner and sponsor, they escalated things fast to set up their own F1 racing team. But recently, they have made F1 sponsorship news on the other side of the table.
The Red Bull team have sold their naming rights to Oracle, an international technology company from Texas. Oracle is believed to be paying close to US$700 million for the team, now to be known as the Oracle Red Bull Racing Team. The deal will undoubtedly help Red Bull cope with the newly introduced cost caps.
#3: Arrowhead Brass and NASCAR
NASCAR sponsorship deals are significant within the sport and play an essential role in the aesthetics of tracks and cars. There has been somewhat of a crisis within the last few years as many sponsors leave the sport behind, causing some people to question its future sponsorship model.
Many gambling firms and casinos have come to the rescue, but lately, it’s a US manufacturer that has made the NASCAR sponsorship headlines. Arrowhead Brass will sponsor the Camping World Truck Series and the Xfinity Series. They’ll also present an Arrow Up trophy to the drivers that climb the most positions within each race.
#4: Bose and Mercedes F1
The Mercedes F1 Team have started the 2022 season with two of their biggest long-term sponsors missing, including Bose. Bose’s sponsorship of the team had been in place since 2015.
The company supplied audio equipment to the team, and notoriously Toto Wolff was caught on camera smashing the same equipment during races. Yet, these moments followed by clever social media tactics, kept Bose in the limelight for the right reason. Their omittance from this season will certainly be missed.
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