Sports Marketing – the opportunity

The facts

Sports marketing, aligning companies with individuals and teams, offers a variety of opportunities for businesses to reach their target audiences.
can use sports marketing to increase brand awareness, build customer loyalty, and generate sales.

It can also be used to create positive associations with a brand, as well as to create a sense of community and camaraderie among fans.
The motorsport industry is one of the most vibrant and exciting areas of sports marketing, high technology, adrenaline-filled and unpredictable with modern-day heroes that people identify with and share their desire to win.

Streaming services, YouTube, championship TV channels, Sky and terrestrial channels broadcast every type of motorsport competition in the UK and Europe.

The facts and figures are impressive;

  • The UK industry is worth around £6 billion according to Motorsport UK (compared to £4.6 billion in 2000).  The FIA estimate €200 billion in Europe and worldwide worth $1.5 trillion annually.
  • Approximately 1,000 companies are directly involved in the UK  and a further 3,500 indirect companies are actively involved in the UK’s motorsport and high performance engineering industry.
  • Its average R&D spend is between 5 and 25% of turnover, dwarfing even the UK pharmaceutical and IT industries.
  • The minimum estimated active employment within UK Motorsport is 41,000 (compared to 38,500 in 2000).

According to Motorsport UK, the audience demographics for motorsport in the UK are predominantly male (80%), aged between 1634 (60%), and from a middleclass background (60%). The FIA report similar figures for Europe.

Let’s look at some of the audience statistics below, is this an audience you could identify with? Or is it a brand new audience that we can introduce you to?

Figures from the 2022 BTCC Championship


17.4 million total UK TV audience
329 hours of UK TV airtime
150+ countries show BTCC highlights


383,600 ticket sales during a typical season
40% purchased team merchandise
85% earn over £30,000 per annum


71 million total print & broadcast media audience
10 million social media reach per month
235,000 visitors to per month

Social Media British GT 2022

FACEBOOK Fans 40,900
INSTAGRAM Followers 47,000
TWITTER Followers 44,700
YouTube Subscribers 410,000