Why race sponsorship works for a B2B company
Sponsorship in motorsport is usually sold as reach. That is the least interesting half of the story. A one-make series like the Porsche Carrera Cup Benelux mainly delivers something online advertising cannot: a reason to spend eight hours with a client, supplier or employee in a place where nobody checks their phone.
For companies with a long sales cycle — engineering, construction, logistics, financial services, machine building — that is the point. A race weekend gives paddock access, a conversation without an agenda, and a shared experience that still gets referenced months later. Visibility on the car is the visible layer; the relationship is the return.
A season also produces a continuous stream of imagery. Two identical GT3 cars at four of Europe's best-known circuits generate content that works in newsletters, on LinkedIn, in trade-show presentations and in recruitment campaigns. NiceRacing supplies that material with usage rights, including photography and video from every weekend.
Visibility on the car and team wear, content rights to all imagery from the season, guest places at every race weekend, and a report after each round. Not an annual surprise, but an account you can forward internally.
The four partner levels
NiceRacing works with four levels. They differ in visibility, guest numbers, and how far the team gets involved in your own marketing. Rates and remaining positions are in the 2027 deck; they are set per season because entry fees, tyres and test days change each year.
| Level | Visibility | Business |
|---|---|---|
| Title partner | Naming of the entry, primary position on both cars, team wear and transport | Guest places every round, own activation in the paddock, use of car and team for your own content |
| Car partner | Fixed position on one car, team wear, mention in all output around that car | Guest places every round, imagery per weekend |
| Round partner | Visibility during one race weekend, for example the home round at Zandvoort or Assen | Hospitality for that weekend, content from that weekend |
| Supporter | Logo position on the car and on the website | Invitation for one round, season report |
Combinations are possible. A partner focused on client relations can trade visibility for extra guest places; a partner after content gets a production day with the car outside a race weekend instead.
Visibility: where a brand ends up
A 911 GT3 Cup has limited but highly recognisable surfaces. The value of a position depends on where the cameras stand and where the public walks.
- Front wings and bonnet. The most photographed part of the car in attacking shots and during pit stops.
- Rear wing and rear bumper. Dominates broadcast footage from following cameras and onboard shots from competitors.
- Flanks and doors. Visible in the pit lane, on the grid and during paddock visits — exactly where business guests see the car up close.
- Team wear and pit wall. Consistently in frame during interviews and press moments.
- Digital channels. Mentioned in weekend communication, on this website and in the report after every round.
Every proposal includes a livery design, so you see how your brand sits on the car before you decide. The final 2027 livery follows once the cars are delivered.
Hospitality: why partners come back
Every round has room for business guests in the team unit. In practice a day runs like this: welcome with the timetable, a technical walk-through at the car, qualifying from a good vantage point, lunch in the unit, the race, and a debrief where the engineer explains what the data showed.
That programme is deliberately not full. The value sits in the conversations between sessions. For groups above standard numbers we build a bespoke programme; details are on business hospitality.
Reporting and accountability
Sponsorship lives or dies by the question asked internally after six months: what did we get out of this? That is why NiceRacing reports per race weekend rather than per season.
- Sporting result of the weekend, with qualifying and race positions for both cars.
- Reach across the team's own channels and published imagery in which the partner is visible.
- Number of guests hosted and the companies represented.
- Photo and video files, ready to use in your own channels.
At the end of the season a full summary follows, usable as an account towards management or shareholders. No calculated media value with a questionable multiplier — what actually happened.
Working with EJ Automotive
The 2027 programme is run in close cooperation with EJ Automotive, founded in 2008 and the official Benelux partner for British constructor Ray. NiceRacing and EJ Automotive first crossed paths in 2013; from 2019 that grew into full technical cooperation, netting podiums and a race win at Assen.
For partners that lowers risk: technical delivery sits with an organisation that has been running race programmes for nearly two decades, from Formula Ford to GT. More background on about NiceRacing.
From conversation to agreement
- Request. You request the sponsorship deck through the form below.
- Meeting. One hour, at your office or in Zwolle, about objectives and audience.
- Proposal. A package proposal with livery design, hospitality numbers and rate.
- Agreement. Counter-performances, term and invoicing recorded.
- Activation. Livery, content and the guest programme scheduled ahead of the opener at Spa-Francorchamps.
Frequently asked questions
What does motorsport sponsorship in the Porsche Carrera Cup Benelux cost?
Amounts differ per package and per season, because entry fees, tyre prices and the number of test days are set annually. NiceRacing works with four levels, from a logo position on the car to title partner of a full entry. Rates and available positions are in the 2027 sponsorship deck, supplied on request.
What does race sponsorship deliver for a company?
Three things: visibility on and around the car during race weekends and in media output, content rights to use photography and video in your own marketing, and paddock access for client relationships. For many partners the last one matters most, because a race weekend produces a full day of conversation instead of a one-hour lunch.
How is the value of a sponsorship reported?
After every race weekend NiceRacing delivers a report covering results, reach across the team's own channels, published imagery in which the partner is visible, and the number of guests hosted. At the end of the season a summary follows that can be used to account for the spend internally.
Can a sponsorship cover a single race weekend?
Yes. A round partnership is possible, for instance for the home round at Zandvoort or Assen, with visibility and hospitality for that weekend. It is often used as a trial before committing to a full season.
Is a sponsorship contribution tax deductible?
Sponsorship is generally treated as a business expense for advertising and client relations, provided there is a commercial interest and a defined counter-performance. NiceRacing records those in a sponsorship agreement with invoice and VAT. For your specific situation your accountant is the authority.
