Before you dive in, if you are interested in motorsport sponsorship, check out these titles in our “sponsorship for motorsport” series:
- Resource Page for Motorsport Sponsorship
- Companies Who Sponsor Motorsport: From NASCAR to Motocross and Everything in Between
- How to Write a Motorsport Sponsorship Proposal
- Companies who Sponsor Motorsport
If you’ve ever watched a motorsport race on TV before, from the big names like NASCAR to smaller organizations, it’s no secret that this sport relies a lot on sponsorships. Everywhere you look–from the gear to the stands to the cars themselves–sponsorship opportunities abound. Whether you’re an owner of a motorsport company looking to get big name recognition or even an individual driver who needs funds and promotion, how do you get racing sponsors?
Motorsport Sponsorship: How to Get Racing Sponsors
Here are the steps to follow to earn a motorsports sponsorship:
- Choose a target sponsor company that’s affiliated with motorsports or has sponsored motorsports organizations in the past
- Determine your most worthy assets and put them on a valuation list
- Work on your sponsorship package and sponsorship proposal
- Meet with the sponsor to discuss ideas
- Document the meeting and proceed from there
Ahead, I’ll lay out these 5 steps in more detail as they pertain to motorsports so you can find the racing sponsors you need for your event to be a smashing success. I know that most motorsports events often use a bevy of sponsors, so having a clear-cut, proven strategy to use will save you a lot of wasted time and guesswork.
Also, if you’re a driver looking for sponsorship, you’ll be able to find a sponsor who could stick with you for years. Considering bigger motorsports organizations rarely will take on drivers without at least one sponsor, you need to know how to secure sponsorship as well.
Let’s get started!
2026 Motorsport Sponsorship Trends to Know
Motorsport sponsorship has expanded well beyond traditional automotive brands. In 2026, sponsors are increasingly drawn to innovation, sustainability, and data-backed fan engagement.
Key trends influencing motorsport sponsorship decisions include:
- EV and hybrid manufacturers entering motorsport through electric and hybrid racing formats
- Sustainability initiatives such as biofuels, carbon-neutral race weekends, and circular materials
- Direct-to-consumer brands targeting performance-driven, brand-loyal audiences
- Data-driven sponsorships using fan behavior analytics and digital engagement metrics
- Simulator racing and virtual teams gaining commercial partners
- OTT streaming and digital broadcasts expanding sponsor reach beyond traditional TV
Updated Sponsor Categories for 2026
In addition to traditional motorsport brands, modern sponsor categories include:
- EV manufacturers and e-mobility brands
- Battery technology and charging infrastructure companies
- Sustainable fuel and materials companies
- Safety technology and AI vehicle analytics providers
- Health-tech wearables and performance tracking platforms
- Crypto, Web3, and fan engagement platforms
- Direct-to-consumer brands (tools, apparel, subscriptions, equipment)
Follow These 5 Tips to Find Your Racing Sponsor
Choose Your Target Sponsor Company (Should Have Some Affiliation with Motorsports)
A quick look at this list of NASCAR sponsors over the years includes just about every big-name brand you can think of. For example, there’s Arby’s, Best Buy, AAA, 5-Hour Energy, Lowe’s, AOL, Miller, Nicorette, McDonald’s, Burger King, Pepsi, Cheerio’s, General Mills, and Wonder Bread.
Some of NASCAR’s sponsors make sense, like Interstate Batteries, Hot Wheels, Valvoline, Haas Automation, GM Goodwrench, STP, Fastenal, DeWalt, Dodge, and Citgo. The rest? They run the gamut from cereal to gum for quitting cigarettes.
Further, this CBS Sports article notes that in 2020, the four big NASCAR sponsors were announced as Xfinity, Geico, Coca-Cola, and Busch Beer. Those brands have zero, zilch to do with motorsports.
That said, it’s easy to see why these big-name brands would want to partner with NASCAR. For one, they get lots of exposure as their names and logos are featured on the racetrack and sometimes even the cars.
In 2026, this same logic applies, but sponsors also expect digital amplification, measurable engagement, and clear alignment with their brand values.
Determine Your Assets and Make Your Valuation List
If you’re new to this blog, let me explain assets for a moment. Assets are anything valuable that you have to offer your target sponsor, including tangible and intangible assets alike.
In motorsports specifically, your assets may include:
- Branded logo placement on the racecars
- Branded logo placement on the racer’s gear
- Branded logo placement around the track
- Branded signage and props
- Sponsor’s name appears in the name and logo of the race
Modern motorsport assets can also include:
- On-board camera sponsorship
- Driver-led social media and behind-the-scenes content
- Livestream and OTT broadcast integrations
- Fan engagement zones and data capture activations
Come up with an Agreeable Sponsorship Package and Proposal
I’ve talked about the standard three-tier system of gold, silver, and bronze packages on this blog quite a bit, but that’s only because it’s the wrong approach to take.
That approach is even less effective today, as sponsors expect flexibility, customization, and performance reporting.
Meet with Your Sponsor
This first meeting is not about selling or securing a deal. It’s about discovery.
- In 2026, sponsors are especially interested in:
- Audience data and engagement behavior
- Digital amplification opportunities
- Measurement and reporting capabilities
- Opportunities to co-create activations
Put It All Together in Writing
Visual elements such as car mockups, track maps, and activation sketches help sponsors clearly understand how their brand will show up.
Conclusion
Motorsports organizations rely heavily on sponsors, and often handfuls at a time rather than one or two.
As motorsport continues to evolve through electrification, sustainability, and digital engagement, sponsorship opportunities are expanding for organizations that understand how to align with modern sponsor expectations.
Now that you know how to secure sponsors in motorsports, you can put together partnerships that deliver real value—for both your sponsors and your audience.
