In 2025, motor racing became a significant element in the sports sponsorship strategies of automotive brands in the Americas, representing approximately $380.6 million in annual value across 160 deals. It accounts for nearly 20% of all automotive sports sponsorship activity in the region. Notably, Toyota leads with the most valuable deal with the NFL at an estimated $40 million annually. Goodyear's partnership with NASCAR, including title sponsorship of the Goodyear 400 and tyre supplier status, is valued at $20 million annually. These agreements highlight the brands' focus on innovation and consumer engagement.
Motor racing offers automotive companies a unique space for technical collaboration and brand alignment with high-performance values, enabling them to showcase innovation and engage consumers.
Motor racing accounts for 160 deals and approximately $380.6 million in annual value, representing nearly 20% of all automotive sports sponsorship in the Americas.
Toyota has focused around 25% of its annual sports sponsorship budget in the region on the NFL, amplifying visibility and enabling engagement with passionate audiences.
Goodyear's agreement with NASCAR includes official tyre supplier status and title sponsorship of the Goodyear 400 race, valued at $20 million annually.
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