Global spending on motorsports sanctioning bodies, teams and tracks is expected to total $5.75 billion in 2017, up 3.1 percent from 2016, per IEG research.

Pressured by ongoing uncertainties in the wake of Brexit, the Donald Trump election and other geopolitical matters, the increase lags IEG’s projected 4.5 percent increase in overall global sponsorship spending.

2017 marks a time of change for the motorsports industry at both the national and international levels. That includes Monster Energy replacing Sprint as title sponsor of NASCAR’s premier series and Liberty Media Corp.’s acquisition of Formula 1, a move that is expected to breathe new life into the global motorsports property.

GLOBAL MOTORSPORTS SPONSORSHIP SPENDING
GLOBAL MOTORSPORTS SPONSORSHIP SPENDING

With deals at the sanctioning body, team and track levels, Toyota Motor North America Inc. was the biggest spender in NASCAR during the 2016 season. The company spent 7.6 times more on the sport than the average of all NASCAR sponsors.

TOP SPENDERS IN NASCAR
TOP SPENDERS IN NASCAR
Toyota spends 7.6 times more on NASCAR than the average of all sponsors. 

Construction materials, soft drink, food, telecom and chemicals are the top five most active non-endemic categories sponsoring NASCAR.

MOST ACTIVE CATEGORIES SPONSORING NASCAR
MOST ACTIVE CATEGORIES SPONSORING NASCAR
Automobile manufacturers are 10.1 times more likely to sponsor NASCAR than the average of all sponsors.

MOST ACTIVE CATEGORIES SPONSORING NASCAR—CAR ENTITLEMENT
MOST ACTIVE CATEGORIES SPONSORING NASCAR - CAR ENTITLEMENT
Eight percent of NASCAR Sprint Cup Series cars have a primary sponsor in the building and home improvement category.

MOST ACTIVE CATEGORIES SPONSORING NASCAR—RACE ENTITLEMENT
MOST ACTIVE CATEGORIES SPONSORING NASCAR - RACE ENTITLEMENT
Twenty percent of NASCAR Sprint Cup Series races are titled by a sponsor in the automotive category.

Red Bull is by far the biggest spender in Formula 1. The energy drink company spent 26.1 times more on the motorsports series than the average of all F1 sponsors.

Marlboro is the second most active sponsor (17.9) followed by Pirelli (17.4) in third.

TOP SPENDERS IN FORMULA 1
TOP SPENDERS IN FORMULA 1
Red Bull spends 26.1 times more on Formula 1 than the average of all sponsors.

Sports apparel (4.1) is the most active non-endemic category sponsoring F1 followed by alcoholic beverages (2.6) and telecommunications (2.4).

MOST ACTIVE CATEGORIES SPONSORING FORMULA 1
MOST ACTIVE CATEGORIES SPONSORING FORMULA 1
Automobile manufacturers are 4.6 times more likely to sponsor Formula 1 than the average of all categories.

While sports apparel is the most active non-endemic category, the non-alcoholic beverage category is the biggest spender. Non-alcoholic beverages spend 5.1 times more on F1 than the average category.

TOP CATEGORY SPENDERS IN F1
TOP CATEGORY SPENDERS IN F1
Automotive brands spend 6.4 times more on Formula 1 than the average category
.