Motorsport Sponsorship Audit
Are You Getting Real Value From Your Motorsport Investment?
We believe sponsorship should be Game Changer,
not a gamble
Most motorsport sponsorships underperform. Not because the sport doesn't work—but because the execution is lazy.
Logos on cars. A few hospitality days. Maybe some social media posts that get 47 likes. That's not a sponsorship strategy. That's expensive wallpaper.
If you're already investing in motorsport—or considering it—you need to know whether you're backing the right people, activating properly, and actually getting returns. That's what this audit delivers.
Most Motorsport Sponsorships Are Wasting Money
We've seen it hundreds of times. A company signs a sponsorship deal based on enthusiasm, gets their logo on a car, and waits for the magic to happen.
It doesn't.
Six months later, they've got some photos for the office wall and a lighter bank balance. The phone didn't ring. The brand awareness didn't shift. The "exposure" didn't convert to anything measurable.
Here's why this happens:
Wrong fit. The driver or team doesn't align with your brand values, target audience, or commercial objectives. You're sponsoring based on gut feel, not strategy.
Poor activation. Logo placement is the beginning, not the end. Without hospitality, content, social amplification, and customer engagement, sponsorship is just advertising with extra steps.
No measurement. If you can't prove what the sponsorship delivered, you can't justify renewing it. Most sponsors have no framework for measuring ROI.
Weak negotiation. Teams know most sponsors don't understand motorsport commercials. You might be paying title sponsor money for principal partner rights.
This is fixable. But first, you need to know where you actually stand.
What
We Assess
Current Sponsorship Evaluation
If you're already sponsoring, we analyse your existing deals:
- Are you backing the right drivers/teams for your objectives?
- What rights do you actually have vs. what you're using?
- How does your investment compare to industry benchmarks?
- What activation opportunities are you leaving on the table?
- Is your brand actually being seen by your target audience?
Team/Driver Due Diligence
Thinking of sponsoring someone new? We assess potential partners:
- Social media reach and engagement (not just follower counts)
- Audience demographics and alignment with your customers
- On-track performance trajectory
- Media coverage and profile
- Commercial professionalism and delivery capability
- Competitive sponsorship landscape
Activation Strategy Review
Logo placement is worth approximately 10% of your sponsorship value. The other 90% comes from activation:
- Hospitality and customer entertainment opportunities
- Content rights and creation capabilities
- Social media and digital amplification
- Employee engagement possibilities
- PR and media opportunities
- Experiential marketing potential
ROI Framework Development
We build a measurement framework so you can actually track returns:
- What does success look like for your business?
- Which metrics matter (and which are vanity)?
- How do you attribute outcomes to sponsorship activity?
- What's the realistic timeline for ROI?
Is This Audit Right For You?
Companies currently sponsoring in motorsport: Those who suspect they're not getting full value. You've renewed on autopilot. The relationship is comfortable. But you're not sure it's actually working.
Any Businesses considering motorsport sponsorship: who want professional due diligence before committing. You've been approached by a team or driver and the numbers look good, but you want an independent assessment.
Marketing directors justifying sponsorship spend: Those who need proper ROI frameworks to satisfy the board. "Brand awareness" isn't cutting it anymore. You need measurable outcomes.
Companies looking to enter or expand in motorsport: Businesses who want to understand the landscape. You know motorsport reaches your audience but don't know where to start or how much to spend.
We've raised lots in sponsorship over the years even for ourselves. We know what good looks like from both sides of the table.
How It Works
- Initial Briefing (1 hour)
We discuss your commercial objectives, current or planned sponsorship activity, budget parameters, and what success looks like. This shapes the audit scope.
2. Research & Analysis (1-2 weeks)
We conduct independent research on your current or prospective sponsorship partners, benchmark against industry standards, and analyse activation opportunities.
3. Audit Report Delivery
You receive a comprehensive written report covering all assessment areas with specific, actionable recommendations. No fluff, no padding—just clear findings and next steps.
4. Strategy Session (2 hours)
We walk through the findings, answer questions, and discuss implementation priorities. You leave with a clear motorsport sponsorship action plan.
5. Optional: Ongoing Support
Many clients engage us for ongoing sponsorship management, activation support, or commercial negotiations. This is available but never required.
Motorsport Sponsorship FAQ's
Absolutely. The audit is equally valuable for due diligence before committing. We assess prospective partners, evaluate realistic costs, and help you understand what a proper sponsorship programme requires. Better to spend £3,500 on research than £50,000 on the wrong partnership.
Typically 2-3 weeks from initial briefing to report delivery. Complex portfolios with multiple sponsorships or extensive due diligence requirements may take longer. We'll confirm the timeline during scoping based on your specific situation.
Yes, if you want us to. Many clients engage us to handle sponsorship negotiations, contracts, and ongoing relationship management after the audit identifies the right opportunities. This is priced separately based on scope and complexity.
Completely. We don't discuss client sponsorship arrangements with anyone, including the teams or drivers involved. Our assessment is independent and serves your interests only. All findings and recommendations remain strictly between us and you.
We'll advise on exit options, timing, and how to handle the transition professionally. Sometimes the right recommendation is to walk away. We'd rather you exit a poor investment than continue wasting money on a partnership that isn't delivering.
For existing sponsorships: your current contracts, any reporting you've received, hospitality records, and content produced. For prospective deals: proposals you've received, your marketing objectives, target audience profile, and budget parameters. We'll provide a full checklist during scoping.
No. While our deepest expertise is in UK series like BTCC, British GT, and the UK ladder system, we've worked on sponsorships across European and international motorsport including F1 feeder series, NASCAR, and IndyCar. The commercial principles are universal even if the specifics differ.
SuperHub's CEO James Foster has over 30 years in motorsport, including owning and running race teams. He's raised over £30 million in sponsorship and investment deals and authored "Race Funded", a book on motorsport sponsorship. We understand the economics from both sides of the table.
Pricing
Audit pricing depends on scope and complexity. A single existing sponsorship evaluation is simpler than assessing five potential partners across different series.
- Current deal evaluation
- Activation gap analysis
- Benchmark comparison
- Written findings summary
- 1-hour strategy call
- Up to 3 sponsorship evaluations
- Detailed team/driver due diligence
- Activation strategy recommendations
- ROI framework development
- Comprehensive written report
- 2-hour strategy session
- 30 days email support
- Unlimited sponsorship evaluations
- Full programme strategy
- Negotiation support
- Deal structuring advice
- Board-ready presentations
- Ongoing advisory relationship
- Dedicated senior consultant
Why SuperHub?
SuperHub's CEO James Foster has over 30 years in motorsport, including owning and running race teams. He's raised over £30 million in sponsorship and investment deals. He's sat on both sides of the sponsorship table—asking for money and writing the cheques.
We work with drivers and teams across BTCC, single-seaters, drifting and more. We handle sponsor placement, acquisition, activation, and reporting for some of the most commercially successful racing operations in the UK.
We understand the economics of motorsport. We know what sponsors actually receive versus what they think they're getting. We know which teams deliver and which ones just cash cheques.
That perspective is what makes this audit valuable.
