Rethinking racing sponsorship is just one of the topics covered in this week’s Business of Being a Race Driver. You will also understand why some racers get big paychecks while others don’t and more!
Why Do Some Racers Get Big Paychecks While Everyone Else Gets Product Discounts?
Brian Scott McRae how there is substantial, underdeveloped commercial potential embedded within professional motorsport environments and that the industry should rethink racing sponsorship as capital deployment. “For organizations led by senior marketing executives, this structure presents friction. Capital allocation decisions inside modern enterprises are increasingly disciplined, data-informed, and accountable to measurable outcomes. Marketing investment is evaluated within a broader revenue strategy and in the context of long-term brand equity. Sponsorship cannot remain insulated from that reality. If motorsport intends to attract sustained institutional capital rather than episodic funding, it must frame sponsorship accordingly.”
Sponsorship consultant Alex Striler has launched a new website called SponsorshipTactics.com. You can browse his digital products here.
The Charge Sponsorship Agency is conducting a webinar on why your sponsorship pricing isn’t working. It takes place Wednesday, February 18th 2026 @ 1:30PM EST. You can sign up here.
Measuring the Impact of Social Media Stories
Stories have become a powerhouse for real-time engagement and authentic brand storytelling. Unlike permanent social media feed posts, Stories offer a “behind-the-scenes” feel that fans crave, making them an essential asset for sponsorship activations.
Blinkfire Analytics explains how to measure the impact of social media stories.