BTCC realigns commercial strategy with Global Media Properties collaboration

Touring car series looking to adapt commercial approach to engage more businesses and audiences.
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The British Touring Car Championship (BTCC) has agreed a deal for Global Media Properties (GMP) to become the series’ exclusive commercial partner.


  • GMP will overhaul the series’ commercial strategy and seek ‘new avenues for growth and engagement’
  • The agency will also extend its expertise to BTCC teams in the pursuit of sponsorship opportunities


Founded in 1958, BTCC is one of the longest running motorsport championships in the world. History alone is not enough to engage with modern audiences, though.

The first sign of the touring car series wanting to adapt its approach was its agreement to stream the upcoming 2024 season on TikTok, the first sport to be streamed live via the app by ITV Sport. The deal with GMP will target the commercial arm of the series in the hope of generating more revenue moving forward.


Alan Gow, chief executive of BTCC, said: “As we embark on this exciting journey with GMP, we are confident that their innovative approach and strategic insights will elevate the BTCC to new heights of commercial success and audience engagement.”

Coming next:

The 2024 BTCC season gets underway next weekend at Donington Park from 27th to 28th April.

Go deeper:

BlackBook Motorsport Forum is back for its 10th anniversary edition. Join us in London this April to navigate the transformation of motorsport and the trends driving the industry forward into the next decade.


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