7 Benefits of Co-Branded Marketing & Visual Campaigns in Motorsports
In the high-octane worlds of racing and drifting, collaboration is the ultimate power move. Co-branded campaigns (where two or more brands join forces on a marketing effort) are an increasingly popular strategy for motorsport and performance companies looking to expand their reach, connect with passionate audiences, and amplify their message.
For companies in this space (from tire manufacturers to merch brands), co-branded campaigns can drive incredible results. Here’s a breakdown of seven key benefits these collaborations bring to the table, with actionable tips for you to implement… should you so choose.
The Red Bull & GoPro co-branding marketing strategy has been the pinnacle of marketing partnerships for years.
1. Co-Branded Campaigns Help Racing and Drifting Brands Reach New Fans
One of the biggest advantages of co-branded campaigns is the ability to tap into your partner’s audience. Whether you're collaborating with a racing team, a parts manufacturer, or a drifting organization, you're gaining exposure to their loyal fan base.
How to Make It Work:
Collaborate with complementary brands: Partner with a company that offers products or services that align with, but don’t compete with, your own. For example, a drifting team might partner with a tire company like Nitto Tires or a suspension brand like Wisefab to cross-promote.
Target crossover audiences: Focus on brands with audiences similar to your target market. If you’re selling performance clutches, partner with a high-performance tuning shop that’s trusted by enthusiasts.
2. Boosting Brand Trust Through Co-Branding in Motorsports
Partnering with a well-respected name in the industry immediately boosts your credibility. A co-branded campaign signals to fans and customers that your business is trusted and recognized by established players in the motorsport world.
How to Make It Work:
Emulate racing success stories: Look at partnerships like Red Bull Racing and PUMA, where performance meets lifestyle branding. Both brands build on their reputation to elevate each other’s visibility.
Focus on trust-building collaborations: Smaller brands can partner with well-known drivers or teams to share in their credibility. For example, Action Clutch often collaborates with grassroots drifters and builds trust within the drifting community.
3. How Co-Branding Helps Racing Teams and Brands Get More from Their Budget
Co-branded campaigns allow both parties to share the costs of marketing efforts, making them more cost-effective. From shared ad spend on social media to jointly produced video content, these campaigns enable brands to get more mileage out of their budgets.
How to Make It Work:
Split production costs: If creating a video campaign feels expensive, split costs with a partner brand. For example, a suspension company could co-produce content with a wheel brand to showcase a full car build.
Host shared events: Partner with companies for co-branded booth spaces at events like SEMA Show or grassroots drifting competitions to save on costs while maximizing impact.
4. High-Impact Content Strategies for Co-Branded Racing Campaigns
Collaborations in racing and drifting lead to content that’s exciting and exclusive. Think of co-branded video series, behind-the-scenes footage, or even live event activations that combine the strengths of both brands.
Gridlife, a one-of-a-kind motorsport festival in North America, is an excellent example of how multi-discipline events (time attack, wheel-to-wheel racing, and drifting) offer the perfect platform for co-branded campaigns. With its blend of motorsport action and festival vibes over multiple days, Gridlife creates high-energy opportunities for brands to collaborate and produce compelling, fan-focused content.
How to Make It Work:
Participate in multi-discipline events like Gridlife: Gridlife brings together enthusiasts from different motorsport niches under one roof. Partnering with Gridlife as an event sponsor or collaborating with a team attending the event gives you access to a diverse, engaged audience.
Example: A co-branded campaign between a tire manufacturer like Nitto Tires and a suspension brand like Wisefab could include on-track footage of their products in action across all disciplines (drifting, time attack, and wheel-to-wheel racing).
Partner with drivers or teams across disciplines to create behind-the-scenes video content capturing the full festival experience.
Create festival-specific activations: Organize interactive on-site activations that blend branding with hands-on fan engagement. For example:
A co-branded drifting demo powered by Big Duck Club and Fifteen52 could highlight how aftermarket modifications perform in real-world, high-speed scenarios.
Live builds during Gridlife could feature products from multiple brands, like action clutches or custom widebody kits.
By leveraging the high-energy, content-rich environment of events like Gridlife, brands can deliver exclusive and authentic marketing material that fans want to engage with long after the event ends.
5. Using Co-Branded Campaigns to Build Stronger Motorsport Fan Loyalty
Fans of racing and drifting are incredibly passionate about their favorite teams, drivers, and brands. Co-branded campaigns allow you to strengthen that connection by aligning your brand with the emotions that fuel motorsport fandom.
How to Make It Work:
Engage fans through storytelling: Collaborate on a mini-documentary that highlights a driver’s journey, featuring both brands. For example, Fortune Auto and a sponsored team could document the progression from grassroots racing to professional drifting.
Offer co-branded fan perks: Run giveaways like limited-edition merch featuring logos from both brands, such as Wisefab x Kenda Tires hats or apparel.
6. Co-Branding Tactics to Increase Social Media Engagement in Racing and Drifting
Co-branded campaigns often perform exceptionally well on social media. With multiple brands promoting the same campaign, you effectively double (or triple!) your reach. Combining social followings also creates opportunities for higher engagement rates, with fans of each brand interacting with shared content.
How to Make It Work:
Leverage Instagram carousels and Reels: Create co-branded video content highlighting shared values, like a behind-the-scenes "day in the life" with a drifting team that tags all partner brands.
Run collaborative giveaways: Partner with brands like Fifteen52 or Big Duck Club for a contest that incentivizes fans to follow both accounts and tag friends to enter.
7. Proven ROI Benefits of Co-Branded Campaigns in Motorsports
Co-branded campaigns in motorsport and drifting often deliver measurable results in terms of ROI. Whether it’s tracking website traffic from joint promotions, measuring product sales during an event, or evaluating social media reach, these campaigns generate actionable insights for both brands.
How to Make It Work:
Track campaign-specific data: Use unique tracking links for website clicks or discount codes (e.g., "RTR10" for a co-branded tire discount) to measure sales directly tied to the campaign.
Analyze sponsorship ROI: For example, IMSA teams working with aftermarket brands like FCP Euro can assess increases in branded searches and product sales during races.
Final Thoughts
For companies in the racing, drifting, and aftermarket industries, co-branded campaigns aren’t just a nice-to-have—they’re a must-have strategy for staying competitive. Whether it’s expanding your reach, maximizing budgets, or creating memorable content, these partnerships unlock incredible opportunities for growth.
At Pitlane Media & Marketing, we specialize in helping motorsport and aftermarket brands craft co-branded campaigns that drive results. Whether you’re a racing team looking for sponsorship activation ideas or an aftermarket company aiming to engage drifting enthusiasts, we’re here to fuel your success.
Ready to elevate your marketing game? Contact us today, and let’s make your next co-branded campaign a winner!
