01 / GLOBAL
Championship
Association with the entire series: official designation, championship IP, digital platforms, hospitality and category protection.
Sold by the championship
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Formula 1 & MotoGP.
AZLETA / MOTORSPORTS
Formula 1 & MotoGP.
Sponsorship explained.
We help brands evaluate Formula 1 and MotoGP, select the right property, negotiate the complete rights package and plan activation against a measurable objective.
04routes into the sport
02global championships
01strategy connecting it all
01
Beyond visibility
What are you
actually buying?
The visible asset may sit on a car, a bike or a race suit. The real value is the system behind it: association, content, access, hospitality, product integration and business relationships.
Strong programmes begin with the business objective, not the available surface. The same logo can deliver radically different value depending on who owns the rights, what the package unlocks and how activation is funded.
Our role is to turn a fragmented rights market into a clear decision: where to enter, what to negotiate and how every asset contributes to a measurable outcome.
01ReachBroadcast and digital visibility
02AssociationIP, designation and category ownership
03ContentStories, access and talent
04ExperienceHospitality and fan activation
05BusinessProof, relationships and growth
02
The rights map
Choose the right route
into the sport.
A brand can combine several layers, but each is sold by a different rightsholder and unlocks a different mix of assets. Knowing who controls what is the first commercial advantage.
02 / EVENT
Grand Prix
Naming rights, trackside inventory and a concentrated activation platform around one race or selected markets.
Sold by the promoter or championship03 / SEASON
Team
Vehicle branding, team IP, talent access, content, garage, hospitality, partner network and product integration.
Sold by the team04 / TALENT
Driver or rider
Personal image rights, appearances, social content and selected helmet or suit positions, subject to team conflicts.
Sold by talent or representationBefore asking what it costs, ask who sells it. The team does not necessarily control every visible surface.
03
Formula 1 / MotoGP
Formula 1 or MotoGP?
Start with the objective.
Both platforms combine visibility, IP, content, hospitality and business access. Their scale, culture and most efficient entry routes are different. The brief should decide the championship, not personal preference.
FORMULA 1
PLATFORM 01Global scale at premium cost
Built for brands seeking the broadest reach, major hospitality programmes, technical credibility and a global B2B platform.
- Typical supplier entry
- €1–3M
- Strongest fit
- Global awareness / B2B
- Core strength
- Scale and prestige
MOTOGP
PLATFORM 02Deeper access across more budget bands
A more accessible path to team, supplier and event rights, with strong talent storytelling and visceral fan engagement.
- Typical supplier entry
- €75–250K
- Strongest fit
- Markets / talent / activation
- Core strength
- Access and flexibility
Decision guide
Match the platform to the job.
These are starting points for the brief, not universal rules. The final choice depends on markets, rights availability, category conflicts and activation capacity.
ObjectiveFormula 1MotoGP
Global awareness
Championship or leading team
Championship or title team
Priority market
Regional rights or Grand Prix platform
Event, team or rider-led activation
Technology proof
Technical partner with team integration
Supplier or manufacturer-team partnership
Talent-led story
Driver rights, subject to team conflicts
Rider partnership and social content
Indicative annual team rights
Compare equivalent partnership levels.
Directional planning ranges, not rate cards. Availability, competitiveness, talent, geography, exclusivity, term and value in kind can all change the final package.
Partnership levelFormula 1MotoGP
Supplier€1–3M€75–250K
Team partner€5–10M€250K–1M
Principal / main€15–35M€1–5M
Title sponsor€35–110M€5–15M
Indicative market benchmarks for preliminary planning, prepared September 2026. Final pricing and availability must be validated with the relevant rightsholder.
04
The whole investment
Plan the full budget,
not only the rights fee.
There is no universal activation multiplier. There is a better discipline: separate the budget into four lines from the first meeting and fund each against the objective.
Rights
The contracted payment for the agreed designation, inventory and access.
Activation
Campaigns, content, paid media, events, fan engagement and internal communication.
Hospitality
Tickets, travel, accommodation, transport and a guest experience built around real priorities.
Measurement
Brand lift, share of voice, qualified relationships, leads and commercial outcomes.
05
The Azleta approach
How Azleta structures
the decision.
We connect the commercial, creative and operational decisions so that a motorsport partnership can perform as one coherent platform.
- 01
Define the objective
Clarify the audience, markets and outcome before discussing properties.
- 02
Map the rights
Identify the right layer, owner, asset mix and category constraints.
- 03
Build the case
Model fees, activation, access and commercial value as one investment.
- 04
Activate the story
Turn technology, talent and access into useful, repeatable audience experiences.
- 05
Measure the outcome
Agree the scorecard before the season and optimise throughout it.
06
FAQ
Practical questions
Does the price include activation?
The rights fee covers the assets agreed in the contract. Allow separately for content production, media, events, travel and measurement. Check which hospitality places and production services are already included before budgeting them again.
Can we use the team and the driver in our advertising?
Only within the rights you have negotiated. Team marks, race footage and a driver's personal image can have different owners. Define territories, channels, duration, approval deadlines and category restrictions in writing.
Can a product or service form part of the agreement?
A technical or supplier partnership can include technology, equipment, logistics or services as part of the consideration. Its value and delivery obligations must be agreed; it does not automatically remove the cash fee.
How should we judge results?
Agree measures linked to the objective before signing: awareness and brand perception, content engagement, qualified meetings, leads or attributable business. Estimated media exposure is one measure; it is not the same as revenue or profit.
Your next move
Evaluating a motorsport
partnership?
If you are considering Formula 1, MotoGP or another motorsport platform, we can help you turn the first question into a defensible plan.
Direct contacthola@azleta.com