Motorsport Driver Management & Sponsorship Representation

Why Most Drivers Never Get  Properly Sponsored

Here's the uncomfortable truth that nobody in the paddock wants to say out loud: most drivers are terrible at selling themselves. And that's not an insult. It's just a fact.

You got into racing because you're fast. You spent years perfecting racecraft, fitness, engineering feedback. At no point did anyone teach you how to build a commercial proposition, identify brand alignment opportunities or structure a six-figure sponsorship deal. Why would they? That's not your job.

But then you hit the point where talent alone doesn't cut it. The budget needs to come from somewhere. And suddenly you're expected to become a salesperson, a content creator, a brand strategist and a networking machine on top of actually driving the car.

So what happens? You cobble together a proposal using a template you found online. You email it to 200 companies who never asked for it. You get ignored by 195 of them, get polite rejections from 4 and one asks for "more information" before ghosting you too.

Then you do it again next year. And the year after that.

The problem isn't you. The problem is you're doing a professional's job without professional tools, professional strategy or professional representation.

The brands with real sponsorship budgets aren't sitting around waiting for cold emails from racing drivers. They have marketing departments with objectives, KPIs and board approval processes. They need to be approached properly, with a proposition that speaks their language and solves their problems. Not yours.

That's what we do.

What Driver Management With  SuperHub Actually Looks Like

We're not a traditional management company. We're a full-service marketing agency that specialises in motorsport. That distinction matters because the days of a manager picking up the phone, having a chat with a mate and landing a deal are over. Sponsorship acquisition in 2026 requires strategy, content, data and professional execution.

Here's what we actually do for the drivers and teams we represent:

Sponsorship Strategy & Acquisition

This is the core of what we do. We build the commercial case for investing in you, then we go and sell it.

That means analysing your racing programme, your audience, your media footprint and your existing assets. We identify which brands align with what you offer. We build bespoke proposals for each target, not one generic document sent to everyone. We run structured outreach campaigns, manage the conversations, handle negotiations and close deals.

We don't do scattergun. We do precision.

Proposal Development

Your sponsorship proposal is probably letting you down and you don't even know it. We've reviewed thousands of them over 30 years and honestly, 95% of the proposals floating around the paddock are varying degrees of awful. Too long, too vague, too focused on what the driver wants rather than what the sponsor gets.

We build proposals that get responses. Clear ROI frameworks. Specific activation plans. Media value projections based on real data, not "estimated eyeballs." Tiered partnership options that give brands a way in at different commitment levels.

Digital Presence & Content

Sponsors Google you. What they find matters more than what your proposal says. If your social media is dormant, your website doesn't exist and the only press coverage is your mum sharing results on Facebook, you've got a problem.

We build and manage your digital presence. Professional website, active social media, regular content, media relations. Not because it's fun, but because it directly impacts your ability to attract and retain commercial partners.

Sponsor Activation & Retention

Here's where most management companies completely fall over. They land the deal, take their commission and move on. Meanwhile, the sponsor is sitting there wondering what they're actually getting beyond a logo on a car they never see.

We handle activation. Content production at events. Hospitality coordination. Regular reporting to sponsors showing return on their investment. This is how you turn a one-year deal into a three-year partnership.

Media & PR

Race reports, press releases, media relations, podcast appearances, feature opportunities. We keep you visible between race weekends, not just when you've had a good result.

How It Works

Step 1: Discovery Call

We have an honest conversation. Where are you racing? What's your budget gap? What have you tried before? What does your current commercial landscape look like?

This isn't a sales pitch. It's a qualification call. We need to work out whether we can actually help you before either of us commits to anything.

Step 2: Commercial Audit

If we think there's a fit, we audit your current position. Existing sponsors, digital presence, media coverage, assets and gaps. This gives us the baseline and tells us exactly where the opportunities are.

Step 3: Strategy & Onboarding

We build your sponsorship acquisition strategy. Target brand list, proposal suite, content plan, outreach timeline. You approve it, we execute it.

Step 4: Active Representation

We go to work. Outreach, conversations, negotiations, content production. You get regular updates on progress. No surprises, no radio silence.

Step 5: Deal Closure & Activation

When a deal comes together, we handle contract support, onboarding the sponsor and setting up the activation programme. Then we make sure the partnership delivers for everyone involved.

WHO THIS IS FOR 
(AND WHO IT ISN'T)

This Is For You If...

You're a racing driver or team competing at national championship level or above (BTCC, British GT, Formula Regional, Carrera Cup, European series, or moving to the US market).

You're serious about building a professional commercial programme, not just looking for someone to send a few emails on your behalf.

You understand that sponsorship acquisition takes time, investment and proper execution. There are no magic phone calls.

You're prepared to be an active participant. We do the heavy lifting, but you still need to show up, deliver on track and engage with sponsors off it.

This Isn't For You If...

You're looking for a guaranteed sponsor in two weeks. We don't do miracles. We do methodology.

You want someone to manage your social media and call it "management." That's a social media service, not commercial representation.

You're at club racing level with a budget gap under £5,000. The economics don't work for either of us at that level. But our book Race Funded will give you everything you need to do it yourself.

You think putting a logo on a car is the beginning and end of sponsorship. If you're not willing to activate properly, sponsors won't stick around and neither will we.

Why Us? Because We've Actually Done It.

This isn't a management company started by someone who "has a passion for motorsport." This is a professional marketing agency with real credentials.

£30 million+ raised in funding and motorsport sponsorship, including licensing. Not "facilitated." Not "been involved with." Raised. Across F1, BTCC, GT, single-seaters and sportscars.

Author of Race Funded. The book on motorsport sponsorship acquisition. Written by our founder James Foster because he got tired of watching talented drivers fail commercially for entirely avoidable reasons.

30 years in and out of the paddock. Not observing from the media centre. Working with teams, owning a team, drivers, sponsors and promoters at every level from club racing to Formula One, along side real world business.

Full-service agency. We don't outsource the content, the strategy, ideas,the proposals, the website or the PR. It's all done under one roof by people who understand motorsport and marketing in equal measure. (This is location dependant for filming)

Current BTCC involvement. We're not talking theoretically. We're actively embedded in the British Touring Car Championship with Mikey Doble Racing, doing exactly what we're offering to do for you.

Motorsport Management FAQ's