“Race fans are the most brand loyal of any consumer space… 75% of race fans purchase products and services from businesses involved in the sport”
- adlarge.com
Racing and the racetrack offer countless marketing opportunities with immense entertainment value for both families and fans. These events allow fans to connect their personal values with key principles such as teamwork, achievement, and dedication. For partners, racing provides a range of ways to achieve a strong return on investment.
At the track, marketing goals can include boosting brand loyalty, increasing awareness and visibility, reshaping or reinforcing your corporate image, rewarding your sales team, engaging employees, and networking with other teams and partner organizations.
Circuit Excel racing is one of the fastest-growing motorsport categories in Australia, and sponsoring a team within this dynamic and rapidly expanding scene offers a unique opportunity to connect with a passionate, engaged audience. With its low-cost entry, close-knit racing community, and exciting on-track battles, Circuit Excel attracts not only competitors but also loyal supporters, including family members, friends, and enthusiasts who follow the sport closely through social media and at events.
Since its debut in South Australia in 2011 with just 7 cars, Circuit Excel racing has exploded in popularity, with the 2024 final round in South Australia featuring 53 entries. Teams often travel interstate to compete, bringing their dedicated crew, including drivers, mechanics, crew chiefs, and spotters. These teams are tightly connected to sponsors, local workshops, aftermarket parts retailers, and other motorsport-related businesses.
Sponsoring a team within the Circuit Excel category offers your brand a chance to forge authentic, lasting relationships with a large and diverse audience. With each team offering access to their crew, supporters, and a dedicated network of industry professionals, your brand can gain exposure in a cost-effective way that goes beyond traditional advertising. Whether through on-car branding, social media visibility, or engagement at race events, sponsoring a Circuit Excel team provides a direct line to thousands of potential customers.
Entering a partnership with a small race team in motorsport opens up a wide range of benefits, allowing you to connect with both a passionate fanbase and a select group of industry professionals. Here are some key advantages that can be gained through supporting a small team in the Circuit Excel category:
Sponsoring a race team places your brand in front of a live audience at races, as well as on TV and social media platforms. It’s also a chance to engage with your internal audience—your staff—by involving them in the racing experience. Unlike traditional advertising, where the action has to pause for the message, motorsport sponsorship integrates your brand directly into the action. Every race, every lap, becomes an opportunity for exposure, delivering your message while the excitement is unfolding.
Motorsport provides an excellent opportunity to entertain key clients and prospects in a memorable and engaging way. Inviting clients to “OUR” car race—where they get to be part of your team’s journey—creates a much stronger connection than simply attending as a spectator. Your guests can enjoy exclusive access to the team and the action, including sitting in the car, meeting the driver and crew, and even being amongst the crew during the race. This VIP treatment makes them feel appreciated, and it’s an experience they won’t forget.
Motorsport is a high-pressure, high-performance environment, and by associating your brand with a race team, you position your business as one that thrives in challenging conditions. It’s a way to demonstrate that your brand is tough, reliable, and capable of withstanding the same rigorous demands that a race car does. This kind of association is particularly appealing to technology and performance-driven companies, as it reinforces the idea that your product is built for excellence.
A partnership with a small race team opens the door to direct business opportunities. Through your sponsorship, you can engage with other teams, suppliers, and sponsors, all while fostering relationships with potential customers. Think about how valuable it would be to spend a day with key target clients in a relaxed setting, away from the office, and immersed in the excitement of motorsport. It’s a far more cost-effective way to connect with potential partners than the traditional methods, providing direct access to a network of business professionals in a unique environment.
As a sponsor, you can take full advantage of your partnership with the team, driver, and car in your marketing efforts. This could include using the car, team, or driver in your brochures, advertising, or PR materials. But the partnership doesn’t end there. You can also leverage the team’s presence at your events, whether it’s a product launch, a corporate event, or an annual trade show. Imagine offering your clients the chance to experience the thrill of the track firsthand—whether it’s through passenger rides in the race car, track driving experiences, or even hosting an internal corporate competition. These experiences build closer connections with your brand and create lasting memories for your clients and employees.
The beauty of sponsoring a small race team is the flexibility and creativity it offers. The program is only limited by your imagination. Whether you’re looking to boost your brand’s visibility, create meaningful business connections, or offer exclusive experiences, partnering with a small race team in the Circuit Excel category provides a rich and diverse range of possibilities.
We invite prospective partners to reach out and explore exciting opportunities to collaborate with us. Please feel free to contact us and nominate the type of partnership that best aligns with your goals. Let’s work together to create meaningful and impactful connections!
