Top 10 Motorsport Marketing Agencies 2026: Find the Right Partner

Finding the right motorsport marketing agency can make the difference between a funded racing career and watching from the sidelines. Whether you're a driver seeking sponsors, a team looking to strengthen commercial operations, or a brand wanting to enter motorsport sponsorship, working with specialists who understand this unique industry matters.

This guide covers the agencies operating in motorsport marketing and sponsorship across the UK and internationally. We've included agencies of different sizes and specialisms because the right fit depends on your specific needs, budget, and objectives.

Location: Exeter, UK

Specialism: Motorsport sponsorship, driver marketing, commercial strategy

Full disclosure - this is us. But we're including ourselves because we genuinely believe we offer something different in this space. The leadership team at SuperHub has raised north of £30 million in motorsport sponsorship and funding deals across three decades. That's not agency theory - it's hands-on experience from the paddock.

We work with drivers at every level from karting through to professional championships, teams seeking commercial partners, and brands wanting to enter motorsport sponsorship. Our approach is built on the frameworks in Race Funded - the 60,000-word book our founder James Foster wrote covering everything from personal branding to negotiation tactics.

What makes us different: we're practitioners, not just consultants. We've sat in the rooms where sponsorship deals get done. We know what works because we've done it ourselves, repeatedly, across every level of the sport.

Best for: Drivers and teams seeking hands-on sponsorship support, brands wanting strategic entry into motorsport

Website: www.superhub.biz

Location: Indianapolis, USA (with global operations)

Specialism: Motorsport sponsorship activation, global programmes

JMI is one of the largest dedicated motorsport marketing agencies globally. They work primarily with major brands activating existing sponsorships rather than securing new ones - if you already have a deal and need help making it work, they're worth considering.

Their client roster includes Fortune 500 companies sponsoring in F1, NASCAR, IndyCar, and sports car racing. The scale is impressive, though that also means they're typically working with budgets that start in the high six figures.

Best for: Large brands with existing motorsport sponsorships needing activation support

Location: Global (London, Los Angeles, multiple offices)

Specialism: Sports marketing broadly, including motorsport

Wasserman is a major sports and entertainment agency that includes motorsport within their portfolio. They represent drivers, work on sponsorship deals, and provide marketing services across multiple sports.

The advantage is their scale and cross-sport connections. The disadvantage is that motorsport is one vertical among many - you may not get the specialist focus that a dedicated motorsport agency provides.

Best for: Clients who want a full-service sports marketing agency rather than motorsport specialists

Location: London, UK

Specialism: Sports sponsorship measurement and strategy

BASE focuses on the analytics side of sports sponsorship - measuring value, tracking exposure, and providing data to justify investment. They work across multiple sports including motorsport.

If you need to prove ROI on an existing sponsorship or build a business case for new investment, their measurement capabilities are strong. They're less hands-on with sponsor acquisition or activation.

Best for: Companies needing sponsorship measurement and ROI analysis

Location: UK

Specialism: Driver management and commercial development

Optimize works with racing drivers on career management and commercial development. They handle some sponsorship work alongside broader career services like media training and personal branding.

Their approach is driver-centric rather than sponsor-centric - they're looking to build driver careers rather than fill team commercial requirements.

Best for: Drivers seeking comprehensive career management

Location: Silverstone, UK

Specialism: Motorsport hospitality and corporate events

RSM Signature operates at the hospitality end of motorsport marketing. They create experiences for brands at major events - paddock access, corporate entertainment, client hosting.

If you need to organise a corporate day at an F1 race or want hospitality packages for sponsors, they have the logistics expertise. They're not a sponsorship acquisition agency.

Best for: Corporate hospitality and event management at motorsport events

Location: London, UK

Specialism: Sports sponsorship strategy

Synergy is a sports sponsorship consultancy that works across multiple sports including motorsport. They focus on strategy and planning rather than execution - helping brands decide where to invest rather than managing ongoing relationships.

Their strategic approach is valuable if you're deciding between motorsport and other sports sponsorship options. Less useful if you've already committed and need help executing.

Best for: Brands evaluating sports sponsorship options strategically

Location: USA

Specialism: American motorsport sponsorship

Apex focuses primarily on American racing series - NASCAR, IndyCar, IMSA. If your interests are specifically in US motorsport, they have deep connections in that ecosystem.

Their expertise is less relevant for European series or F1, but for American domestic racing, they know the teams, the sponsors, and the dynamics.

Best for: Sponsors or teams focused specifically on American racing series

Location: London, UK

Specialism: F1 partnerships directly with the sport

This is Formula 1 itself - the commercial rights holder. If you want to sponsor F1 as a sport (track advertising, global partner status, official supplier to F1) rather than individual teams, you deal directly with FOM.

The budgets here are significant - F1 global partners are major corporations. But for completeness, it's worth knowing that team sponsorship isn't the only route into F1.

Best for: Major global brands seeking F1 sport-level partnerships

Beyond the established agencies, there's a network of smaller specialists, former team commercial managers operating independently, and consultants who work on specific deals or categories.

These relationships are often built through paddock connections rather than websites. If you're active in motorsport, you'll encounter them. Many drivers work with independent advisors rather than formal agencies.

The advantage is often lower fees and more personalised attention. The disadvantage is inconsistent capability - some are excellent, some are not.

Best for: Those with existing paddock connections seeking specific deal support

The right agency depends entirely on what you need. Some questions to consider:

Are you acquiring sponsorship or activating existing deals? These require different skillsets. Acquisition needs sales capability and sponsor relationships. Activation needs event management and content creation.

What's your budget? Large agencies have minimum engagement sizes that might exceed your entire marketing budget. Smaller specialists can work at scales that make sense for junior drivers or emerging teams.

Do you need motorsport specialists or broader sports capability? If motorsport is your only focus, specialists will serve you better. If you're evaluating multiple sports, a broader agency might provide more comparative insight.

What geography are you targeting? UK agencies know UK sponsors. US agencies know US sponsors. If you're targeting specific markets, work with people who have relationships there.

If you've read this far, you're clearly serious about motorsport marketing. Whether you ultimately work with us or someone else, the important thing is working with people who genuinely understand this industry.

At SuperHub, we offer something different - practitioner experience backed by documented methodology. The frameworks in Race Funded aren't theoretical; they're what we've used to close deals across three decades. We work with drivers, teams, and brands at every level from grassroots to professional championships.

The first conversation costs nothing. We'll tell you honestly whether we can help, what realistic outcomes look like, and what it would take to achieve your objectives. If we're not the right fit, we'll tell you that too.

Contact us at www.superhub.biz or grab a copy of Race Funded on Amazon to understand our approach before you reach out. Either way, stop hoping sponsorship will just happen. It's a business discipline that can be learned and executed systematically. The drivers and teams who approach it professionally get funded. The ones who wait for sponsors to find them don't.