Hookit’s Motorsport Insight | How motorsport contributed to the World’s 50 Most Marketable Brands

BlackBook's official data partner analyses how motorsport properties drove value for their partners in the World's 50 Most Marketable Brands list.

In conjunction with the release of the World's 50 Most Marketable Brands in sport list last week, Hookit, the official data provider of BlackBook, examined how motorsports contributed to those rankings.

From 15th August 2020 to 15th August 2021, US$9 billion in sponsorship value was generated by sports across social and digital media. 13 per cent of that value came from the world of motorsport, which includes over 3,500 series, teams, events, drivers and riders.

Among the value received by the 50 most marketable brands, motorsport drove a similar portion of value, 12 per cent, which adds up to over US$500 million in AAV (Adjusted Ad Value). Nine of the 50 most marketable brands received two-thirds or more of their total sponsorship value from motorsport, led by Petronas, which received 97 per cent of its portfolio value from racing. In contrast, 23 of the top 50 brands received less than one per cent of their total value from motorsport, including number one ranked brand Nike.

While motorsport drove the majority of value for some automotive brands who are deeply embedded in racing, such as McLaren, Ferrari and Mercedes, several major automotive brands received less than five per cent of their portfolio value from motorsport, including Kia (heavily invested in basketball), Nissan, Jeep, and Chevrolet (all heavily invested across soccer).

The companies in the 50 Most Marketable Brands receiving the highest percentage of their sponsorship value from motorsports are:

Looking at that list, nearly all of those brands are involved in Formula One, with the exception of Monster Energy. Formula One is by far the largest generator of value in motorsport. The series' owned accounts (@formula1) alone generate 3.5 times more value than any other entity in motorsport.

Nine of the top ten teams in motorsports by fan engagement, a key driver of sponsorship value, are Formula One teams and six of the top ten drivers by fan engagement race in Formula One. This series continues to be the leader in fan engagement and sponsorship value among motorsport by far.

The top partnership in motorsport of any entity promoting a single brand by value generated was Formula One promoting Red Bull.

Looking more broadly than just the 50 Most Marketable Brands, the automotive industry received 31 per cent of the total sponsorship value from motorsport, the most among any industry.

Following the automotive industry were beverage sponsors (19 per cent), energy brands including fuel and lubricants (13 per cent), apparel and accessories (ten per cent), and sporting goods including helmets and protective equipment (five per cent).

Brands outside the 50 Most Marketable Brands that received the majority of their sponsorship value from motorsport are household names among racing enthusiasts, including protective gear maker Alpinestars, AlphaTauri, Ineos, Aston Martin, and Michelin.

Motorsport continues to be a significant factor when it comes to sponsorship value, led by Formula One. Across all sports, motorsports rank fourth among total social media followers and fan engagement, but second by total value generated.

Have questions about how your brand is promoted across motorsports? Email our Insights team for a free portfolio analysis: [email protected].


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