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Why Sponsor a Racing Team?

Motorsports attracts a considerable amount of public attention and its popularity continues to increase. Auto racing in general is the fastest growing spectator sport in North America. Marketing in the motorsports arena has been widely accepted by corporate America due to the increasing exposure that is being seen from the growth and popularity of racing.

Joyce Julius, the founder and owner of a sports marketing research company, specializes in tracking the success of sports marketing programs. She stated in a USA Today article that over her fifteen years of research, “Dollar for dollar, auto racing is the best bargain in sports marketing.” Her research also shows that racing sponsorships are the most economical means of reaching a specific market. Recent statistics show that motorsports fans are affluent, educated, upscale, and brand loyal consumers. Studies have also shown that three-fourths of all race fans consciously purchase the products and services of businesses involved in motorsports.

Marketing in the motorsports arena has been widely accepted by corporate America due to the increasing exposure that is being seen from the growth and popularity of racing.