The Evolution of Sponsorship in Motorsports: 4 Eras of Sponsorship

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By Emanuele Venturoli | Posted February 27, 2023
In Formula 1, Formula 1

Sports sponsorship, particularly in motorsports, is a flexible three-dimensional marketing tool that has undergone profound changes over the years, adapting to shifts in markets, consumers, and regulations. From its early days of pure visibility to today’s expansion into decentralized finance, sponsorship and partnerships have evolved dramatically. To tell this story is to narrate the broader evolution of sports marketing—and more importantly, to predict its next trajectory and the future that awaits us.

One of the earliest sponsorships in Formula 1 history likely dates back to 1968, during the South African Grand Prix, when a private Brabham team car driven by John Love raced in the colors of the Gunston cigarette brand. This was a particularly shrewd pairing—and one that was also remarkably forward-thinking. Love, the team’s driver and owner, hailed from nearby Rhodesia (modern-day Zimbabwe), while Gunston produced and sold tobacco in South Africa. Posters around the track immortalized roaring race cars against the backdrop of a large cigarette pack, accompanied by a rhyming slogan: Men rate Gunston great.

Since that day in South Africa, much has changed. Yet, more than half a century later, Formula 1 cars still roar around racetracks worldwide, clad in sponsors’ colors and adorned with various brands and logos. This obvious but critical observation leads us to two conclusions: First, sports sponsorship works—it’s a powerful, recognized, and reliable marketing tool. Second, if sponsorship has resisted the passage of time while the world has changed, then the way sponsorship functions must have evolved, too.

The 4 Eras of Sports Sponsorship

To clarify upfront: All companies—from Gunston to today—sponsor to sell more products. However, the concept of "sales" has become multifaceted and is in constant flux. Today’s brands face saturated markets, globalization, more conscious consumers, regulated labor conditions, and a crowded media landscape. If sales change, marketing changes—and so does sports marketing.

In this long-term vision, we identify four historical moments in motorsports sponsorship, each distinct in approach but united in purpose:

  1. The Exposure Era
  2. The Proof-of-Concept Era
  3. The Engagement Era
  4. The Digital Monetization Era

Before diving deeper, two clarifications:

  1. We’re not academics. This is our vision based on experience and knowledge—an operator’s perspective.
  2. Understanding the past and reflecting on the present isn’t just theoretical; it’s how we anticipate the future.

1. The Exposure Era

The early days of motorsports sponsorship aligned with brands’ need for awareness—simply making their logos and names as visible as possible. Sports sponsorship proved to be an incredibly powerful tool, especially in motorsports, where speed, danger, and rebellion created a magnetic appeal.

Examples:

These iconic liveries had one goal: maximize eyeballs.

2. The Proof-of-Concept Era

By the mid-1970s, specialized industries like motor oils, fuels, and suspensions entered the fray. These brands realized that visibility wasn’t enough—linking their products to performance was key. If something worked on a race bike, it’d work on everyday vehicles.

Examples:

This era birthed technical sponsorships, where brands became synonymous with excellence.

3. The Engagement Era

The 2000s brought a seismic shift: Consumers faced information overload, and traditional ads lost impact. Sponsorship evolved into a tool for emotional connection, focusing on experiences rather than logos.

Energy drinks like Red Bull and Monster pioneered this era, hosting events, parties, and stunts to create communities around their brands.

Key insight: Sponsorship became about feeling rather than seeing.

4. The Digital Monetization Era

Today, sponsorship is dominated by crypto, NFTs, and decentralized finance. Brands like Crypto.com and Binance leverage motorsports’ young, tech-savvy audience to promote Web3.0 innovations.

Why?

This is sponsorship reimagined—less about logos, more about digital ecosystems.

The Present and Future of Motorsports Sponsorship

These eras aren’t rigid; they overlap and coexist. Exposure still matters, but it’s no longer enough. Modern sponsorship is multilayered, requiring deep strategy and activation.

👉 Explore how sponsorship can transform your brand

FAQ

Q: Is sports sponsorship still effective?
A: Absolutely—it’s evolved into a more sophisticated, data-driven tool.

Q: What’s the biggest trend in motorsports sponsorship?
A: Digital monetization (crypto, NFTs, fan tokens).

Q: How can brands measure sponsorship ROI?
A: Through independent analytics tracking media value, engagement, and conversions.

Why Choose RTR Sports Marketing?

👉 Learn more about maximizing your sponsorship impact

Emanuele Venturoli
Graduated from the University of Bologna, specializing in public and political communication. A passionate marketer and motorsports enthusiast.