Motorsport offers a unique sponsorship opportunity and this week’s Business of Being a Race Driver explains why. You will also learn why IMSA is the most underpriced platform in motorsport and more.
The Business of Racing
Motorsports offers a unique sponsorship opportunity beyond traditional sports like baseball. Companies adapting to sports marketing can find immense value in sponsoring race teams and events.
70% of American Race Drivers Are Unemployed
According to Will Marotti, 70% of American race drivers are unemployed. “In 2026, one of the most competitive talent pools in America is also one of the most economically broken. We celebrate the few who make it…but ignore the thousands who don’t.” Read his full post about why this is here.
IMSA: The Most Underpriced Platform in Motorsport
Brian Scott McRae explains why IMSA is the most underpriced platform in motorsport. “The investment required for a meaningful season-long partnership is a fraction of what either property demands at the entry point.” Read his full post detainment the numbers here.
Cold Palmer: Trade Marks, Image Rights, and the Business of Being an Athlete
When England midfielder Cole Palmer first folded his arms in his now-iconic ‘shivering’ celebration, it may have seemed like little more than a moment of swagger. But, in November 2025, Palmer took the gesture beyond the pitch by successfully registering trade marks for his name, autograph, facial image, signature celebration gesture, as well as the phrase “Cold Palmer”, with the UK Intellectual Property Office (UKIPO).
LawInSport provides guidance on trade marks, image rights and the business of being an athlete.
GrokAI and Athletes
There has been increasing issues and concerns over social media platform X’s AI chatbot, GrokAI. This comes after widespread misuse of the platform, through producing sexualised and explicit images of people through the manipulation of photos of real people to remove their clothes and sexualise the images. Most victims of this AI online abuse are women, but there is also a high level of sexually explicit child imagery too.
Amidst this, there has been more conversation about the impact of Grok AI in a sporting context. This became pertinent as many sports organizations, including Sport England and Swim Ireland suspending their corporate use of X, over the platform Grok AI and lack of regulation and restriction when it comes to the images it can create.
Read more about the impact of GrokAI on athletes here.
The Costs of Racing
Cost of Standard Competitive Pathway from First Kart to a Formula 2 Seat
Drive Line analyzed the full cost of the standard competitive pathway from first kart to a Formula 2 seat. Read the details on their Instagram post here.