Driving value: The business of motorsport sponsorship in 2022

BlackBook Motorsport speaks to series, teams, agencies, brands and event hosts about how they’re adapting to the changing face of sponsorship in motorsport.

Driving value: The business of motorsport sponsorship in 2022

BlackBook Motorsport's new report shines a light on the changing face of motorsport sponsorship as series, teams and brands get to grips with a landscape increasingly shaped by new media, social issues and technology. 

We hear from W Series chief executive Catherine Bond Muir about how the championship’s mission to grow female representation in motorsport is resonating with sponsors, as well as Steve Lauletta, president of 23XI Racing, who is on hand to talk about the impact the Michael Jordan-backed team is having in Nascar and beyond. 

Elsewhere in the report, Red Bull Racing team principal Christian Horner and Ariel Kelman, executive vice president and chief marketing officer for Oracle, discuss how their partnership is supporting the Formula One team’s performance on the track through innovative technology.

The report also features representatives from Shell, American Flat Track, Heineken and Abu Dhabi’s Yas Marina Circuit, along with leading executives from the CSM Sport & Entertainment, Sport Dimensions and Prism Sport and Entertainment agencies, who weigh in on the overall health of the motorsport sponsorship industry today.

Meanwhile, Kore Software, the official data and insights partner of BlackBook Motorsport, presents its own deep dive into which motorsport properties are delivering for their brand partners on social media.

Download the report here.



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