June 29, 2021

Sponsoring a Championship, Team or Driver?

When planning your sports sponsorship strategy, you generally have several alternatives even within the same sport.
However, they offer different benefits and assets and require different levels of investment.
In this article, we are going to explain the differences and provide some advice.

Whether you are sponsoring the championship itself, a team taking part in it or a driver racing in that series, you will speak to the same audience but you will be utilising different tools.

Sponsoring the championship means that you will be given huge branding assets and premium hospitality at races. Moreover, if you are a brand that wants to put their product and services within the "broadcast" then that's probably what you should go for. Think about how AWS integrates its insights technology to enhance F1 fans experience before, during and after the race.

Bahrain GP 2021

On the other side, sponsoring a team will give you more intimate access to the sport with the opportunity to have your guests meeting the drivers and being inside the garage during the race. But also, you can utilise the team HQ for corporate and experiential events.

Red Bull Racing HQ

Associating yourself with a driver is another way to go and it can be very powerful if you are looking to create unique content and utilise him/her as a brand ambassador. Moreover, a driver sponsorship can help to penetrate a particular market and to develop licensing opportunities.

Tommy-hilfiger-Lewis-hamilton

Last but not least the financial aspect: sponsoring a championship is generally the most expensive option, followed by a team sponsorship (which can vary a lot based on the chosen team). Sponsoring a driver is, instead, probably the least expensive way to get into top-level motorsport.

Of course, we know that there are several championships, many teams and even more drivers. How can you select the right one? Just give us a call and we will guide you.

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