Watch any modern Formula 1 paddock for a weekend and you can see exactly when hospitality becomes experiential marketing. What was once a good seat, a great lunch, and a view of the cars is now one of the most sophisticated tools a brand can use in the sport. For marketing teams weighing up motorsport, understanding that shift — from hosting guests to engaging them — is the key to spending well.
For decades, the centre of gravity was the Paddock Club — Formula 1's premium hospitality offering, with fine dining, prime trackside views, and access to the right people. The logic was straightforward: invite your most important clients, give them a memorable day, and trust that goodwill and relationships would follow.
A version of it still works. But the value was hard to measure, and the guest's role was essentially that of a spectator. They watched the race, enjoyed the setting, and went home. The experience was about being there, not about doing anything in particular.
© Williams Racing / Getty Images North-America / Darren Heath Photographer Limited
Several things shifted at once. Audiences became harder to reach through traditional advertising, so brands began looking for moments that earned attention rather than bought it. The success of series like Drive to Survive brought a younger, more emotionally invested fan base to the sport. And across marketing more broadly, the "experience economy" took hold — the idea that people value what they get to do over what they simply receive.
Guests started expecting more, too. A great lunch and a good view were no longer enough on their own. People wanted access, stories, and something they could talk about afterwards.
Modern F1 hospitality is built around participation. Instead of watching from a distance, guests are taken into the garage, walked down the pit lane before the race, given time in a driver simulator, or invited to a Q&A with the team. Every touchpoint is designed to create a memory — and, increasingly, content the guest and the brand can share.
The guest is no longer an audience member. They are part of the story. That single change is what turns hospitality into experiential marketing: the experience itself becomes the message, and proximity to the sport becomes the association the brand is paying for.
© Audi Revolut F1®
For marketing teams considering an F1 sponsorship, this evolution changes both the opportunity and the way you measure it.
It creates emotional connection. Brands borrow the energy, glamour, and intensity of Formula 1, and a well-designed experience transfers some of that feeling onto the host.
It still builds relationships — that B2B function never went away — but now those conversations happen against a backdrop people genuinely remember, which makes the relationship stronger.
It generates content as a natural by-product. A guest filming a pit-lane walk or a simulator lap is producing authentic material that travels far beyond the event itself.
And it is more measurable. Engagement, dwell time, social reach, and the quality of conversations can all be tracked, which makes the investment far easier to justify internally than the old "goodwill" model ever was.
© Mark Thompson / Getty Images / Red Bull Content Pool
The most useful shift in mindset is also the simplest. The old question was: What will our guests see? The better question today is: What will they do, feel, and share?
Brands that get this right treat F1 hospitality not as a weekend reward, but as a designed experience with a clear purpose — and that is where the real return on a motorsport partnership lives.
For five weeks this April, the Formula 1 paddock went quiet. Bahrain and Saudi Arabia were cancelled, no replacements were added, and the calendar opened up into the longest mid-season gap in recent memory.
For those of us who live inside the sport, the silence was unusual. For brands, it was a useful reminder. Even the biggest motorsport property in the world is, in the end, one property — and a marketing plan built entirely around it inherits that dependency.
The good news is that the wider motorsport ecosystem has rarely been in better shape. MotoGP, Formula E, IndyCar and the WEC are not consolation prizes. Each is a distinct commercial platform with its own audience, its own story, and its own set of reasons to be on a serious marketing plan in 2026, therefore let's look into motorsport sponsorship beyond F1.
The most commercially interesting motorsport property on the market right now. Liberty Media closed its acquisition in 2025 and has begun to unpack an ambitious growth playbook: long-form content, new markets, entertainment-led positioning. Revenue grew 14% last year, attendance crossed 3.66 million, and the sponsor mix is rebalancing away from its traditional automotive-and-lubricants base — opening real whitespace for financial services, enterprise technology and luxury.
The sport's narrative instrument is the rider: physically exposed, openly emotional, unusually articulate. It's the kind of athlete story modern audiences genuinely engage with, and the kind of platform a brand uses to build equity rather than simply display it.
© Olav Tvedt
A credible, certified platform for companies whose narrative is tied to sustainability, electrification or urban innovation. The championship is the only one in motorsport to have been net-zero certified since inception, with ESG credentials that are auditable rather than merely asserted.
The races happen in city centres — London, Berlin, São Paulo, Tokyo, Miami, Monaco — placing the action, and the hospitality, in direct contact with cosmopolitan audiences. The roster tells the story on its own: ABB, Julius Baer, Hankook, Infosys, to name a few. And the quiet commercial value of the E-Village — a B2B room disguised as a race weekend — is among the most underrated assets in motorsport.
© Rico Reynaldi
The most authentic entry point into the American sporting landscape. The Indianapolis 500 sits alongside Monaco and Le Mans as one of the three events at the very top of motorsport, and its cultural roots in the United States go back more than a century.
For European or global brands building US relevance, the commercial arithmetic also lands well: team sponsorships, driver deals and race-day activations are accessibly priced, and the grid leaves real room for non-automotive brands to claim narrative territory of their own. For anyone whose addressable market has a meaningful US component — especially beyond the coasts — IndyCar deserves to be on the table early in the conversation.
© Action Sports
Endurance racing is having its strongest commercial moment in a generation. Fourteen manufacturers line up in 2026, with Ford and McLaren arriving in 2027 — the deepest premium grid in motorsport, anchored by the 24 Hours of Le Mans.
Two briefs find their natural home here. The first is manufacturer storytelling: any brand in the automotive value chain — tyres, fuels, lubricants, electronics, materials, software — can demonstrate real engineering credibility across races that last 6, 8, 10 or 24 hours. The second is luxury. Le Mans carries a cultural weight that resonates with a premium, high-net-worth audience — watchmaking, private banking, bespoke travel, heritage automotive retail — and as a B2B hospitality product, it sits in a category of its own.
© Xavier Praillet
Rallying is the most geographically ambitious discipline in motorsport, and arguably the most cinematic. Fourteen rounds across Europe, Africa, South America and Asia — from the Monte Carlo ice to the Safari Rally in Kenya, from Finnish gravel to the tarmac of the Canary Islands — on real roads, in real landscapes, in real weather. WRC global TV audiences have grown by 44% over the past three years, and with Red Bull Media House as co-owner of the commercial rights, the sport's content engine is one of the sharpest in the business.
For brands, the proposition is distinctive on two fronts. The first is terrain: no other championship puts a product through this range of conditions, which is why technical partners — tyres, energy, connectivity, imaging, outerwear — use WRC as a credibility platform that viewers can see working. The second is geography. A WRC sponsorship is one of the few that genuinely reaches emerging and mid-sized markets, from Kenya to Chile to Central Europe, rather than orbiting the same handful of global capitals.
© Jaanus Ree / Red Bull Content Pool
For brands whose budgets and objectives match it, F1 remains a remarkably powerful global platform.
But a sophisticated motorsport strategy in 2026 is rarely a single-property strategy. It's a portfolio, and the right portfolio depends on what a brand is genuinely trying to accomplish. The April gap was a reminder that over-concentration on any one property is a commercial risk, not just a scheduling inconvenience.
The brands getting this right are the ones treating motorsport as an ecosystem rather than a single destination — and asking, properly, which series does which job.
Formula 1 — and motorsport in general — is one of the most commercially powerful platforms in global sport. The audience is large, young, engaged and increasingly diverse. The media footprint spans five continents. The business case, on paper, is easy to make.
And yet a significant number of sponsorships underdeliver. Brands invest substantial budgets and walk away with little more than a logo on a car and a few hospitality passes. The opportunity was real. The execution was not.
So why F1 sponsorships fail?
© Audi Revolut F1 Team
The most common mistake brands make is treating sponsorship as a media buy. They calculate impressions, add up broadcast minutes, benchmark the cost against digital advertising, and decide the numbers make sense. Then they put a logo on the car and wait.
It does not work that way.
Sponsorship is not a passive medium. The brands that extract real value from it are the ones that use the platform as infrastructure — building content around it, activating with fans, integrating the partnership into their product, and connecting it to a genuine brand narrative. The logo is the starting point, not the deliverable.
Some brands enter motorsport for the wrong reasons entirely — competitive pressure, a CEO's personal interest, or vague awareness goals with no way to measure success. Without clear commercial objectives tied to the business, there is no internal mandate to make the sponsorship work, and no way to know if it did.
© McLaren Racing/Quinn Rooney/Getty Images
Many brands spend the majority of their budget on the rights fee and have very little left to activate. The sponsorship then sits dormant. Hospitality, content, digital, trade, and PR are where the return is generated. Without activation, there is no return.
Sponsorship compounds over time. Brands that sign one-year deals, see no immediate ROI, and exit have essentially paid for nothing. The partnerships that build lasting commercial and brand value are measured in years, not months.
© Jonathan Borba
This is perhaps the most visible failure mode, because unlike the others, it plays out in public.
Ferrari is one of the most iconic brands in the world. Its visual identity — the red, the heritage, the mythology built over decades — is immediately recognisable even to audiences who have never watched a race. Speaking on the Business of Sport podcast earlier this year, Revolut's CMO Antoine Le Nel was direct: "No offence, but I think what HP and Ferrari have done to their cars is not good from a design perspective. How can you put blue on a red car?".
It is a reasonable question. When a sponsor's presence works against a team's identity rather than alongside it, the result is a clash rather than a partnership. The sponsor does not become part of the story. It interrupts it.
The contrast with partnerships like Mastercard and Google on McLaren — which Le Nel himself cited as a positive example — is instructive. When brand fit is genuine, sponsorship reinforces both parties. When it is absent, no level of investment compensates.
Sponsorship rewards brands that come in with clear objectives, genuine alignment with their chosen property, a serious activation plan, and the patience to build over time. Without those foundations, the investment produces what most failed sponsorships produce: awareness without impact, presence without purpose.
The question for any brand considering motorsport is not whether the platform is valuable. It clearly is. The question is whether they are prepared to use it properly.
The rapid influx of new brands into Formula 1 is often attributed to the sport’s global visibility, media rights growth or expansion into new markets. In reality, the primary driver behind this commercial acceleration is the measurable economic strength of its audience. The value of F1 fans lies not simply in their size, but in who they are, how they engage and how that engagement translates into commercial outcomes.
Brands are not entering Formula 1 simply to be seen. They are entering because of the purchasing behaviour, emotional investment and long term loyalty of its global fanbase.
© Glenn Dunbar/LAT Images
Formula 1’s audience profile has undergone a structural shift over the past five years, making it significantly more attractive to brands seeking long term consumer relevance.
Today, 43% of Formula 1 fans are under the age of 35, with 97% of Gen Z fans expecting to remain engaged with the sport over time. This is further reinforced by the fact that 94% of the overall fanbase intends to continue following Formula 1 in five years, rising to 96% among newer fans.
In commercial terms, this represents not just reach, but sustained future exposure across an audience entering its peak earning and consumption years.
Formula 1’s growth has also been driven by a meaningful diversification of its audience composition.
74% of new fans entering the sport are female, contributing to a global fanbase that is now 42% female overall. This shift significantly expands the range of industries for which Formula 1 represents a viable sponsorship platform, moving beyond traditionally male skewing sectors into consumer technology, financial services, personal care and lifestyle products.
© Clive Rose/Getty Images/ Red Bull Content Pool
Beyond demographic composition, fan behaviour within the Formula 1 ecosystem indicates unusually high levels of sustained engagement.
61% of fans interact with Formula 1 content on a daily basis, while 73% report watching more than 20 races per season. This is accompanied by strong affective engagement, with 90% of fans stating that they feel emotionally invested in race outcomes.
Such levels of habitual interaction and emotional attachment create an environment in which sponsor messaging benefits from repeated exposure within a trusted and personally relevant context.
Crucially, this engagement translates into measurable purchasing behaviour.
Up to 39% of Gen Z, female and US based fans report making purchases influenced by Formula 1 related exposure, while one in three fans indicates that they are more likely to consider products associated with championship sponsors. 26% of the fanbase has already purchased team or driver merchandise, and 76% state that sponsorship within Formula 1 positively impacts their perception of a brand.
© Mark Thompson/Getty Images/Red Bull Content Pool
The increasing presence of non endemic brands within Formula 1 is not simply a function of the sport’s expanding media footprint.
It reflects a recognition that the value of F1 fans represents a commercially attractive audience defined by youth, diversity, daily engagement and long term loyalty, capable of influencing brand consideration and purchase intent at scale.
*Data from the 2025 Global F1 Fan Survey
In the current cycle of Formula 1 commercial activity, what new F1 sponsorships signal is becoming increasingly clear. The real story is not which teams logos appear on, but the diversity of companies now choosing to invest in the sport and what that reveals about how Formula 1 is being used as a global business platform.
When brands such as Revolut, NinjaOne, Perk, Microsoft, Jim Beam, Gillette, Piquadro and Tommy Hilfiger all become active or recommit to the sport around the same time, it shows that Formula 1 now attracts very different types of businesses for very different strategic reasons. That diversity is not accidental. It reflects how the championship has evolved into one of the few truly global marketing and positioning environments left in premium sport.
© Mercedes-Benz AG
For technology and fintech companies, Formula 1 offers something uniquely powerful. Revolut, Microsoft, NinjaOne and Perk operate in markets where credibility, reliability and trust are decisive. They need to be seen not just as innovative, but as robust, scalable and mission critical. Formula 1 provides a live, high pressure environment where those values are constantly on display. Data, performance, uptime and decision making at speed are not abstract concepts in F1. They are the sport itself.
At the same time, heritage consumer brands such as Jim Beam and Gillette are using Formula 1 for a different but equally strategic purpose. These brands already have global awareness. What they need is cultural relevance and modernity. Formula 1 now sits at the intersection of sport, entertainment, fashion and digital culture. It delivers year round content, global storytelling and access to younger, premium audiences in ways traditional media no longer can. For legacy brands, F1 has become a way to refresh image without losing scale.
© Cadillac Formula 1 Team
Fashion and lifestyle brands like Tommy Hilfiger and Piquadro add another layer to this evolution. Their presence reflects how Formula 1 has become a premium lifestyle platform as much as a sporting competition. The championship moves through global cities, luxury venues and high profile hospitality environments that naturally support brands built around design, identity and aspiration.
© Audi Revolut F1 Team
What makes this sponsor mix so important is that it cuts across categories that historically had little reason to be in motorsport at all. Software, fintech, fashion, spirits and grooming products are not traditional racing sponsors. They are Formula 1 sponsors because the sport has become a global operating system for brand building, not just a place to advertise.
That is the real signal in the current sponsorship cycle. Formula 1 is no longer being used simply to buy attention. It is being used to build trust, shape perception and embed brands inside a premium global narrative. For companies that need both scale and status, there are now very few platforms that can compete with it.
The return of Formula 1 to Las Vegas in 2023 was more than just the addition of another circuit to the calendar; it was a bold step in the sport’s ongoing transformation in the United States. As F1 continues its aggressive push into the U.S. market, the Las Vegas Grand Prix served not only as a race but as a symbol: vibrant, experiential, and unapologetically showbusiness. For many, it epitomised the new Formula 1, an international sporting product repackaged with American sensibilities in mind. Let’s see how Las Vegas redefined F1 over the years.
Las Vegas is synonymous with spectacle, and Formula 1 made full use of that reputation. The city’s DNA of lights, entertainment, and luxury created the ideal stage to showcase what modern F1 is becoming. The race took place on a track that wound through the iconic Strip, surrounded by jubilant fans in an event that was just as much about experience as sport. Whether it was the pre-race show with musicians and celebrities or the high-profile viewing parties at exclusive venues, everything was designed to immerse fans in an event that extended far beyond the on-track action.
The Las Vegas GP showcased Formula 1’s shift from being primarily a European motorsport event to being a global entertainment property. American-style event packaging that included fireworks, grid parades, and integrated fan experiences offered a version of F1 tailored not only to petrolheads, but to audiences who crave immersive storytelling and viral moments.
© Getty Images/Red Bull Content Pool
In recent years, Formula 1 has been steadily embedding itself into the fabric of American culture. The impact of the Netflix series Drive to Survive cannot be overstated. It introduced the sport to millions of Americans, sparking curiosity and emotional investment in drivers and teams. The Las Vegas GP capitalised on that momentum, offering a live experience that mirrored the drama and glamour fans had seen on screen.
Las Vegas also provided a new canvas for F1’s brand partnerships. Sponsors from tech, luxury, fashion, and lifestyle sectors, many with no traditional ties to motorsport, seized the opportunity to activate in a glamorous yet culturally relevant environment. This reinforced F1’s repositioning as more than a sport: it is a platform where brands can connect with audiences outside the traditional automotive world.
The rise of F1 in the United States wasn’t sudden, but the Las Vegas Grand Prix marked the moment where the sport stopped feeling foreign and started being embraced as a cultural event. The race attracted celebrities, influencers, executives, and fans from across the country, many attending their first Grand Prix. While other U.S. races like Austin keep the traditional motorsport spirit alive, Las Vegas symbolised what happens when F1 fully embraces American entertainment values.
Some critics feel the spectacle overshadowed the sport, or that core fans were alienated by the theatricality. Yet for many, Las Vegas was proof that F1 can evolve and grow without compromising its essence. The racing still mattered, but so did the story around it.
© BWT Alpine Formula One Team
The Las Vegas Grand Prix has set a precedent for future races, both in the United States and elsewhere. It is clear that Formula 1 is no longer content with being just a race series. It wants to be a global entertainment brand, attracting new audiences while deepening engagement with existing fans.
More than a race, Las Vegas was a declaration: the future of F1 is inclusive, commercial, modern, and unapologetically bold. For the American market, it was a turning point. It showed what Formula 1 can look like when fully adapted to local tastes, without losing its identity. And while not every circuit will—or should—replicate the Las Vegas formula, the event will undoubtedly influence how F1 approaches fan engagement and event activation in the years to come.
© Getty Images/Red Bull Content Pool
The Las Vegas Grand Prix became the embodiment of F1’s American strategy, a no-expense-spared celebration of speed, culture, and entertainment. It revealed a new Formula 1 for a new audience, dynamic, digital, diverse, and ready to compete for attention at the highest levels of global entertainment. Whether you loved or loathed the spectacle, one thing is undeniable: the sport has entered a new era.
In motorsport, a team’s name is far more than an identifier; it is an asset built over decades of victories, emotions, and loyalty. That is why changing it or integrating a sponsor’s name within it is never just a commercial decision. Williams Racing’s recent rebrand perfectly illustrates the power of rebranding, showing how heritage, storytelling, and partnership can come together to form a stronger identity.
By reintroducing a logo that recalls some of its most successful eras, Williams manages to look forward while drawing inspiration from its past. It reminds fans of its championship-winning legacy and expresses the team’s renewed ambition to return to the front of the grid. For the sponsor, the benefit is equally powerful: being associated with a team that carries such depth and history provides authenticity that goes far beyond visibility.
© Peter Fox/LAT Images/Red Bull Content Pool
This approach demonstrates how effective rebranding can be when guided by a clear narrative rather than pure exposure. Integrating a sponsor’s name into a team’s identity offers visibility and prestige, embedding the brand in the sport’s daily conversation across broadcasts, digital channels, and fan discussions. Yet for teams, the challenge lies in maintaining the right balance, preserving the essence that supporters connect with while embracing new commercial opportunities.
When executed with care, rebranding becomes a storytelling tool that elevates both parties by aligning shared ambitions and values. When handled poorly, however, it can risk alienating fans and weakening a team’s identity. Motorsport audiences are especially sensitive to authenticity and quick to sense when a change feels purely transactional.
© Andy Hone/LAT Images/ Sauber Group
Ultimately, rebranding in motorsport is not just about design or sponsorship; it is about meaning. It should connect emotionally, enhance credibility, and create a partnership that feels natural and purposeful.
In a sport where passion and business constantly interact, the most successful rebrands are those that respect history while building the future — and Williams Racing’s recent move shows exactly how powerful that balance can be.
In Formula 1 and other top motorsport series, a sponsor changing teams is never just about a logo moving from one car to another. It reflects a strategic and brand-driven decision that can redefine how a partnership performs. When sponsors should switch is ultimately a question of timing, alignment, and ambition, and understanding that moment can be the difference between maintaining presence and achieving progress.
A switch often begins with evolution. As businesses grow, their objectives change, whether entering new markets, targeting different audiences, or refining their positioning. When a team’s platform no longer mirrors that trajectory, the partnership may start delivering diminishing returns. A new environment can help the brand reconnect its sponsorship with its broader marketing direction.
Sometimes, a collaboration simply reaches its limit. Even strong relationships can plateau when visibility, storytelling, or engagement stop progressing. When measurable outcomes such as awareness or activation no longer advance, continuity alone rarely creates renewed value. Recognizing that plateauing early often leads to smarter, more impactful transitions.
© Rudy Carezzevoli/Getty Images/Alpine F1 Team
Brand alignment is another key signal. Motorsport teams evolve constantly through leadership changes, new sponsors, and performance cycles. When that evolution causes a shift in image or tone that no longer reflects a sponsor’s identity, the partnership risks losing authenticity, and audiences quickly perceive that disconnect.
Performance and exposure also play their part. While sponsorship is never only about results, on-track competitiveness shapes visibility, relevance, and storytelling potential. Sustained underperformance can limit reach and diminish the partnership’s strategic weight, especially for brands seeking global recognition.
Finally, timing can be decisive. In a dynamic sponsorship landscape, opportunities to strengthen alignment or expand into new audiences appear frequently. Acting with foresight rather than reacting to circumstance often determines whether a switch leads to short-term disruption or long-term success.
© Mark Thompson/Getty Images/Haas F1 Team
Changing teams is not a sign of instability but of strategic maturity. The strongest sponsors are those who understand that partnerships evolve, and that evolution sometimes calls for a change of direction. In a sport defined by constant movement, knowing when to switch can make all the difference between presence and progress.
When discussing motorsport sponsorship — especially in Formula 1 — most people think about logo placement on the car, hospitality at the races, and global TV coverage. While those are important, there’s a set of often-overlooked partnership assets that we like to call the hidden gems in sponsorship. These unique opportunities don’t just offer visibility; they create experiences and content moments that deepen engagement and set brands apart.
A showcar is more than a static display — it’s a magnet for attention. Placing a Formula 1 showcar at a trade fair, corporate event, or retail location guarantees crowds, selfies, and social buzz.
© Zak Mauger/Getty Images / Red Bull Content Pool
The annual car launch is one of the most anticipated moments in Formula 1. Teams reveal their new challenger in front of media, partners, and stakeholders — setting the tone for the season.
Few assets rival the impact of a team headquarters experience. Walking through the factory, exploring the simulator, or seeing the engineering workshops up close offers a rare glimpse into the precision world of motorsport. But the value goes beyond the visit itself.
© Aston Martin F1
What makes these assets so powerful is their exclusivity. While logos and hospitality are common to all sponsors, showcars, car launches, and HQ activations offer experiences that only a few competitors tap into. By integrating them into a sponsorship strategy, brands can build memorable connections, generate premium content, and unlock superior ROI.
At the end of every motorsport season, from Formula 1 to endurance racing, the same question echoes in boardrooms: defining true sponsorship success.
It sounds simple. After all, there are endless reports, broadcast figures, and digital metrics that can measure how often a brand was seen. But visibility alone doesn’t tell the whole story. A logo can dominate the TV screen and still fail to shift perceptions, open doors, or move markets.
Motorsport is one of the most powerful platforms in global sport. Its reach spans continents, its audiences are affluent, and its calendar touches almost every major market. Yet exposure is only the starting point. What separates a valuable sponsorship from an expensive sticker is the meaning built around that visibility.
© McLaren Racing - Getty Images
One essential factor is often overlooked: a sponsorship can only be successful if it starts with the right property. The alignment must be precise. The team or series needs to engage the right audience, carry the right values, and provide the brand with the right assets to activate across the right channels. Without that foundation, even the most creative campaign or generous budget will struggle to deliver.
In 2025, we have seen brands use partnerships in strikingly different ways. Some leveraged motorsport to enter new geographies, particularly in the United States, where Formula 1’s popularity continues to grow. Others treated it as a stage for innovation, aligning with sustainability projects, advanced technologies, or cultural storytelling. And for many, the true return came in quieter spaces: hospitality lounges where introductions were made, trust was built, and business agreements began.
© Alpine F1 Team
That is why defining sponsorship success is never universal. For one sponsor, success may mean market share growth. For another, it could be reputation, prestige, or simply being part of conversations they could never access otherwise. Motorsport has always been as much about influence as it is about speed.
So perhaps the right question is not “was the sponsorship successful?” but rather “how was it successful?” Because when measured only by broadcast exposure, the answer will always be incomplete. The real story of sponsorship value is written in choosing the right partner, in brand positioning, in relationships formed, and in the long-term resonance that extends well beyond the chequered flag.
This is original editorial content from Drive Sports Marketing, an agency specialising in Formula 1 sponsorship, Formula E sponsorship, MotoGP sponsorship, and IndyCar sponsorship.
