Does Performance Drive Sponsorship?

In motorsport, especially in the world’s premier categories, many believe that sponsoring a winning team is the key to maximizing returns. While team performance does play a role—boosting visibility and associating the sponsor with success—it’s just one factor, and often not the most important one. But the question remains: does performance drive sponsorship?

© McLaren Racing

Top teams attract large audiences and extensive media coverage, offering global exposure to their partners. However, these teams also tend to have many sponsors, which can result in limited branding space, reduced access to key assets, and less flexibility when tailoring sponsorship packages. A sponsor’s visibility can get diluted among the many partners, making it difficult to stand out or activate unique opportunities.

On the other hand, a successful sponsorship is built on more than just race wins. It’s about aligning with a team that shares your brand values and resonates with your target audience. Brand storytelling, emotional engagement, and strategic activations can deliver stronger results than simple name placement on a winning car. A well-executed sponsorship should provide value across various touchpoints, including hospitality, content creation, and exclusive experiences, which go beyond what happens on the track.

© Aston Martin F1

In fact, mid-tier teams, while not always winning, often provide more flexibility, better access to assets, and opportunities for unique collaborations. These teams value their partners deeply, which can translate into more customized sponsorship experiences, offering sponsors a bigger share of attention and engagement.

In conclusion, while team performance helps, the real success of a sports sponsorship comes from strategic brand alignment, meaningful activations, and a partnership that goes beyond just on-track results. For many brands, the right team is not necessarily the one that finishes first but the one that offers the best platform for impactful storytelling and engagement.

This is original editorial content from Drive Sports Marketing, an agency specialising in Formula 1 sponsorship, Formula E sponsorship, MotoGP sponsorship, and WEC sponsorship.