When Follower Count Drives the Contract — The New Logic of Motorsport Sponsorship
More companies are prioritising reel views over car logo airtime. Seiya Mitsuhashi on the shift he has seen from inside the sport
Five years ago, the first question a potential sponsor asked was where their logo would sit on the car. Now the first question is how many Instagram followers the driver has. This shift is not cosmetic; it represents a fundamental change in how sponsorship agreements are structured.
Five years ago, the first time I became seriously involved in sponsor negotiations was in 2021. At that point, conversations were almost entirely about logo placement position on the car, logo size, and the number of event exposures. The company side was evaluating things against the standard of television airtime, and our proposals were built around that.
This column space is a paid placement for sponsor companies. Exposure across all WSJ articles, distributed in 23 languages worldwide.
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