Automotive & Sponsorship: An Overview

Automotive brands are intertwined with many sports properties, especially so in racing and motorsports as endemic sponsors. Over the years, automotive brands have become sponsors to some of the most popular sporting events, athletes, and teams in the world. Well known brands such as BMW, Ford, and others have been sponsoring sports properties for years, recognizing the long term benefits. Now automotive companies, large and small, are sponsoring sports properties across a multitude of sports.

Social media has emerged as one of the most powerful ways to reach fans for brand sponsors. Audiences are more willing to follow their favorite athletes, teams, and leagues on social media and prefer and trust the brands endorsed by those sports properties. Social media has opened new channels for brand sponsors to tell their brand story directly to consumers, either through partnerships with a particular influencer / property or through their own social channels.

The Automotive category can be broadly classified into three major sub-segments: OEMs (the traditional car makers), OEM Performance Divisions, and Tire Manufacturers. In this report, two brands from each sub-segment are compared to show which brand has a more effective sponsorship portfolio.

Hookit’s Automotive Companies in Sponsorship report helps brands in this category identify how well their sponsorship portfolio performs in terms of social media promotion compared to their competitors. This report also identifies which sponsored properties are the most effective at promoting these brands. To do this, Hookit uses its revolutionary Promotional Effectiveness score developed exclusively for brand sponsors. Download your copy of the report today!