Sports sponsorships are hugely lucrative for all types of businesses. Whilst we often think about betting businesses sponsoring teams and events – most major football teams are sponsored by big bookies, for example, and the Irish Grand National race is sponsored by Boylesports. However, it’s not just for the bookmakers! There are lots of car manufacturers who use sports sponsorships as a massive marketing opportunity.
So, with that being said, let’s take a look at some of the biggest sports and car partnerships.
A History of Sponsorship
Car manufacturers know how to monetise opportunities – they know how much exposure major sports events and teams get… and they have always recognised the power of sports sponsorships.
One of the earliest and most iconic partnerships has been Ford’s involvement in the world of British motorsport, particularly in Formula 1 and rally racing – and this is a brand that has long been a performance leader. But they’re not alone – Jaguar has also been a big supporter of motorsports and has been heavily involved in Formula E for a while, aligning itself with various sustainable racing initiatives.
Another huge sponsorship deal was Vauxhall’s long-term deal with the England, Scotland, Wales, and Northern Ireland national football teams. Running from 2011 all the way to 2018, Vauxhall’s sponsorship of the team played a major role in helping to promote their brand all over the UK. Then, more recently, Nissan partnered up with both Manchester City and the UEFA Champions League… and it doesn’t get any bigger than that! This has had a major impact on their brand, making them a massive name in the world of football!
The Biggest Car and Sports Sponsorships in History…
Let’s take a look at some of the biggest partnerships in history…
Chevrolet & Manchester United
A huge deal in football history came when Chevrolet became Manchester United’s shirt sponsor in 2014. This was a major partnership that was reportedly worth around £540 million over seven years. Not only did Man U get the benefit of such a big money deal, but it also meant that Chevrolet would get global exposure, thanks to Manchester United’s massive fanbase – with followers all over the world!
Aston Martin & Formula 1
Then there’s Aston Martin, who isn’t just a favourite of James Bond, but this luxury car brand has also enjoyed a long-running connection with motorsports. The expensive British brand became the title sponsor of the Aston Martin Cognizant Formula One team – helping to add to its already impressive reputation for speed, engineering brilliance, and the ultimate prestige.
Nissan & Manchester City
A massive sponsorship deal was born when Nissan signed a multi-year partnership with Manchester City – one of the biggest and most successful clubs, not just in the Premier League, but in the world. With Man City winning silverware here, there and everywhere, Nissan had their name right at the forefront of success. Not a bad association.
BMW & The Ryder Cup
Stepping away from football, BMW has spent a lot of time and time and money sponsoring golf – and has been the official partner of The Ryder Cup. The luxury carmaker uses this partnership to connect with those who are more into golf than football – to try to get more monied sports fans on board.
Toyota & The Olympic and Paralympic Games
We also have to mention Toyota’s sponsorship of the Olympics and Paralympics – which played a massive role in its marketing strategy. The Olympics and Paralympics are watched by all different types of sports fans from literally all over the world. If you want a deal that gives you global reach, it doesn’t get any bigger than the Olympics!
The Future of Car and Sports Sponsorships
Things are changing – but the deals will still be rolling in, just with a slightly different focus. These days, the automotive industry is all about promoting electric vehicles and sustainability – and it seems likely that future deals will start to reflect these priorities even more.
Brands like Jaguar and Porsche are already starting to invest more time and money in Formula E, to show the world that they’re pushing forward the idea of environmentally friendly motorsports. It’s also likely that they’ll get even deeper into the world of esports, especially as virtual motorsports and sim racing are getting more popular.
Sports and cars have always been a match made in heaven – perfect bedfellows – and it looks as though these deals are just going to get even bigger and better!
