We all remember the lesser-known Formula 1 cars of the 1980s, decked out in logos from small and large worldwide companies. Thanks to the exposure these teams enjoyed—often unexpectedly—some of those brands became iconic. Coffee roasters, wineries, ceramic manufacturers: all made their mark during that golden age of sponsorship. Let's see how this works nowadays with our insider Giovanni Minardi.

The evolution of motorsport sponsorship
«The sponsorship landscape has changed dramatically in the last 25 years. Back then, businesses of all sizes were eager to advertise—especially in motorsport. It was possible to fund teams and support deserving drivers. Today, the scenario is different. Outside of Formula 1, in the so-called junior or feeder categories, sponsorships are often tied to family connections. If a driver’s family owns a business, they may find support among their suppliers or clients. Otherwise, it's a steep uphill battle. Formula 1, however, is another story. TV viewership is booming again. Fans are returning to racetracks, and big corporations with deep pockets are investing in both teams and drivers once more.»

 

Sponsorship basics: what's in it for companies?
«Sponsorship isn’t just about exposure. It’s also a tax-deductible expense—companies can write it off instead of handing that money over to the government. Today, though, sponsorships are increasingly seen as high-risk investments. We’re not just talking about putting logos on a car. Some companies now financially back a driver directly—not a team—in exchange for a stake in that driver’s future earnings. If the driver turns professional, the sponsor receives a return on investment. In this scenario, the sponsor becomes an investor, betting on the driver’s long-term success. But to land these kinds of deals, a driver must present clear, well-structured plans that outline the tangible benefits for the company.»

Why should a Business sponsor a racing driver?
«Visibility, brand awareness, and tax incentives are just part of the equation. In today’s fiercely competitive market, businesses need to stand out. Motorsport sponsorship allows them to reach new audiences and potential clients, boosting both image and revenue.»

The Million-Dollar Question: how do you find a sponsor?
«There’s no one-size-fits-all answer here. Major corporations now focus solely on global platforms—Formula 1, MotoGP, football, and other premium sports. If you’re racing in support series like F2, F3, or F1 Academy, brands might come knocking, attracted by TV exposure and media coverage. Mid-sized businesses, on the other hand, are struggling financially and usually lack the budget for motorsport sponsorships. In this case, networking—personal and professional—is key, but even that might not be enough. Surprisingly, small companies can sometimes be more helpful. They may not offer large sums, but their support can make the difference in competing in more budget-friendly series.»

 

Big sponsor or many small ones?
«It may seem obvious to go for the big one, but having several smaller sponsors is often the smarter move. Losing one doesn’t jeopardize your entire season. With one major sponsor, if things go south, you’re left with nothing.»

The grind: finding sponsors on your own
«Looking for sponsorship is harder than racing itself. Start with your personal network, and try to build outward. But to expand your reach, you need some initial sponsors—because sponsors attract other sponsors. Results matter too. If you want to be attractive to a brand, you need strong performances on track. Also crucial today: building a personal brand on social media. Companies now closely examine your online presence. A strong following and polished communication can make you a more appealing prospect. Targeting companies that align with your personality and values also increases your chances.»

What do sponsors really want: trophies or followers?
«Both. Wins help build a following, and visibility is what companies want. Race results are the foundation—you need them to justify asking for funding. But equally important is the communication strategy that ensures both fans and sponsors know about those results.»

What role do agencies play in sponsorship?
«It depends on the agency. Some include sponsorship search as part of their core offering; others treat it as an add-on. In our case, we focus more on the sporting side. Still, we support drivers and their families with presentation materials, setting up meetings, and doing everything we can to help them bring a sponsor onboard. At the same time, we also look for sponsors directly for our agency so we can allocate resources to drivers who need it most.»

 

How long does a sponsorship typically last?
«There’s no standard duration. Multi-year contracts (ideally three years or more) are the goal, but it’s not always feasible. More often, the first agreement is for a single season, allowing both parties to test the waters. Building a strong relationship based on trust is essential to turning a one-year deal into a long-term partnership. The key is making the sponsor feel like they’re an integral part of the driver’s journey.»

Pitfalls to avoid
«Be cautious of people who promise access to sponsors in exchange for upfront fees. In my 30-year career, I’ve seen it all—but the most common scam involves someone asking for money to “secure” sponsors, only to disappear once they’ve been paid.»

Karting vs. Formula cars (or GTs): what changes?
«The sponsorship strategies are the same, but the stakes differ based on the series. The bigger the championship, the greater the potential for exposure. Unfortunately, when you pitch karting to a business, many don’t even know what you’re talking about. It’s far easier to get interest when you mention F2 or F3—names people recognize from watching F1 weekends.»