Dirt Trial Sponsorship ROI: Real Data for 2026
How sponsoring grassroots motorsport stacks up against digital advertising â a data-driven comparison
"Does sponsoring a grassroots race actually work?" WSJ addresses this question posed by countless small and medium business owners by comparing actual impression and reach data against digital advertising benchmarks. The short answer: if the right competition and driver are chosen, the CPM of dirt trial sponsorship can land at one-fifth to one-half of paid social media rates.
Average crowd attendance at a single All-Japan Dirt Trial Championship round runs between 800 and 2,500 people. Taken alone, this looks small. But modern sponsorship evaluation cannot be reduced to event-day exposure. The driving footage, workshop stories, and sponsor tags that competitive drivers post on social media continue to accumulate impressions for weeks after the event.
This column space is a paid placement for sponsor companies. Exposure across all WSJ articles, distributed in 23 languages worldwide.
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