Brand Manager's Guide to Motor Sports

From the boardroom to the pit lane, motor sports offers one of the most passionate, loyal, and high-value fan bases in the world — and one of the trickiest sponsorship landscapes to navigate. In A Brand Manager's Guide to Motor Sports, veteran marketer Dan Kost delivers a practical, chapter-by-chapter playbook for building brand partnerships across racing's biggest arenas: NASCAR, IndyCar, Formula 1, and beyond.

Drawing on decades of experience in sports marketing and brand integration, Kost breaks down what makes motor sports sponsorship different — from negotiating with teams, tracks, and sanctioning bodies, to activating trackside experiences that convert casual spectators into lifelong brand loyalists. Readers will learn how to evaluate sponsorship tiers and ROI, craft integrated media and content strategies, tap into fan data and digital engagement platforms, and navigate the unique dynamics of driver, team, and manufacturer relationships.

Whether you're a brand manager exploring motor sports for the first time or a marketing executive looking to sharpen an existing racing partnership, this book offers the frameworks, real-world insight, and strategic tools to help your brand cross the finish line.