Who Sponsors the Biggest Auto Races in the World

Graham Hill, British Racing Driver – “I am an artist. The track is my canvas and my car is my brush.”

Auto racing has been global for a long time coming. As such there’s No surprises why it attracts huge fan crowds and viewers from all over the world. Not forgetting the millions of dollars worth of sponsorship deals signed every year. Generally, sponsors are such an important factor to any sporting event, football, Formula 1 and NASCAR alike. Moving on, we’ll zoom in on the biggest auto races in the world as well as their biggest sponsors. You will just discover what are the most sponsored auto races as well as who sponsors the biggest races.

Formula 1

Formula 1 (F1) is without a doubt one of the biggest auto races in the world. F1 hosts events on five continents and gets sponsors from tech, banking, the auto industry, and even some of the trusted online casinos in Canada and all around the world. 

We’ve seen multiple F1 partnerships with some of the biggest brands like Rolex, Heineken and Pirelli. As such these brands have become more like household names in the Formula 1 dynasty.

• Rolex: As F1’s official timekeeper,  Rolex spends a lot of money annually on racing in order to promote its high-end timepieces. 
• Heineken: Heineken is no new name in sports. The company has several sponsorship deals with several sport events, with F1 being top of the list. 
• Pirelli: Pirelli is the F1’s exclusive tire supplier. At these racing events, the company showcases its high-performance products.

Fun Fact: According to Forbes, F1 made $3.2 billion in 2023, with sponsorship making up almost 20% of that number. 

NASCAR: Where Brands Meet Loyal Fans

Some of the most committed sports fans in the world follow NASCAR, being the heart of American motorsport. Who sponsors the biggest auto races like the Daytona 500? Coca-Cola, Monster Energy, and FedEx are the biggest names on the list. 

• Coca-Cola: Being one of the biggest companies globally, Coca-Cola’s partnership with NASCAR has been on for sometime. 
• Monster Energy: From 2017 to 2019, the energy drink brand supported the NASCAR Cup Series, which helped younger fans recognize the brand.
• FedEx: Thanks to its partnerships with Joe Gibbs Racing, FedEx’s NASCAR presence in these events is quite strong.

Fun Fact: From recent statistics, 65% of NASCAR fans confirmed that they’re more inclined to patronise a company that supports their favourite driver or team. 

The 24 Hours of Le Mans

Since Endurance races hit the mainstream media, very few events have stood out like the 24 Hours of Le Mans. Since 1923, the much anticipated event has taken place in France every year, sometimes lasting a whole day. So it is no surprise that giant automobile companies like Toyota, Ferrari, and Porsche sponsor the event to demonstrate their engineering. 

• Toyota Gazoo Racing: From winning back to back titles, Toyota has made its name in Le Mans racing, while showcasing its hybrid technology. 
• Michelin: Michelin is a long-time tire partner of the 24 hours of Le Mans. It uses the race event to display its dedication to performance and durability.
• TotalEnergies: This energy company sponsors the race event itself and team racers. At the event, it highlights how it cares about the environment and new fuel technologies.

Every year, new technologies are tested at the Le Mans race before they are put into regular cars. More than 80% of the improvements in current cars can be traced back to ideas that were used in endurance races.

IndyCar: Speed and Sponsorship Stateside

Ernest Hemingway, American Novelist – “There are only three sports: bullfighting, motor racing, and mountaineering; all the rest are merely games.”

One of IndyCar’s most popular races is the Indianapolis 500. People often call the Indy 500 “The Greatest Spectacle in Racing,” and it gets a lot of sponsorship deals and viewers annually. There’s a line up of sponsors here, from household consumer brands to tech companies: 

• NTT Data: NTT Data is the title sponsor of the NTT IndyCar Series. At the race series, it shows off its expertise in advanced IT solutions.
• Gainbridge: A financial services company that supports the Indy 500 to meet Indy car fans who want to invest for the long term.
• Firestone: Firestone has a long history with IndyCar and is now the official tire provider for the sport event. 

These brands continue to spend millions on the biggest auto races in the world as a means to get and remain visible globally. The biggest races in the world also help them to reach their target audience and establish brand credibility. You can join this Reddit thread to be part of the discussion on the longest running race sponsors.

Sponsorship Breakdown for Major Auto Races

For those wondering what are the most sponsored auto races? The table below will give you an idea. 

Event	Major Sponsors	Annual Sponsorship Value
Formula 1	Rolex, Heineken, Pirelli	$2.6 Billion
NASCAR	Coca-Cola, Monster Energy, FedEx	$50-$100 Million
24 Hours of Le Mans	Toyota, Michelin, TotalEnergies	$30-$50 Million
Indianapolis 500	NTT Data, Gainbridge, Firestone	$20-$40 Million

Conclusion

It is difficult to picture such globally successful auto races such as Formula One and NASCAR without the constant support of their sponsors. These brands don’t just advance the sport, they also reach consumers who otherwise won’t be reached.