Motor racing has emerged as a dominant force in the sports sponsorship strategy of automotive brands across the Americas in 2025, accounting for 160 deals and approximately $380.6 million in annual value, according to a new report from GlobalData.
The analysis, published in GlobalData’s “Sponsorship Sector Report – Automotive – Americas 2025”, highlights that motor racing represents nearly 20% of all automotive sports sponsorship activity in the region this year, as brands leverage racing’s tech-forward platform to showcase innovation and build consumer engagement.
“Motor racing offers automotive companies a unique space for technical collaboration and brand alignment with high-performance values,” said Olivia Snooks, Sports Analyst at GlobalData.
Toyota leads with NFL partnership
The report identifies Toyota’s partnership with the NFL as the single most valuable automotive sponsorship deal in the Americas in 2025. Worth an estimated $40 million annually, the deal designates Toyota as the official automotive partner of the league, positioning the brand to engage with millions of fans across the US.
“Toyota has focused around 25% of its annual sports sponsorship budget in the region on the NFL,” Snooks noted. “This enables the brand to amplify visibility, engage passionate audiences, and promote its vehicles through the NFL’s massive reach.”
In addition to its NFL presence, Toyota maintains high-profile relationships in motorsport with NASCAR, Joe Gibbs Racing, and the MoneyGram Haas F1 Team.
Goodyear’s NASCAR dominance
Motor racing’s highest-value deal is Goodyear’s agreement with NASCAR, which includes official tyre supplier status across its top three national series, and title sponsorship of the Goodyear 400 race in Darlington, South Carolina. The partnership is valued at $20 million annually.
These headline deals are part of a broader ecosystem of 725 sports sponsorship agreements made by automotive brands across the Americas in 2025, representing a total annual value of approximately $1.13 billion. Notably, 96% of that spend is directed toward North American sports properties.
US leagues dominate sponsorship value
Each of the top 10 highest-value automotive sponsorship deals in the region is tied to North American sports leagues, including the NFL, NBA, MLS, and NHL—a testament to their commercial draw.
“When evaluating the commercial impact of these major leagues, it’s clear that they are driving significant value for automotive brands,” said Snooks.
While motor racing commands a large share of the sponsorship volume, team-based agreements in traditional US sports continue to represent the largest proportion of total annual expenditure.
The report underscores the ongoing appeal of sports sponsorship to automotive firms not only as a branding platform, but also as a means of aligning with innovation, performance and lifestyle trends.
With a blend of global exposure, loyal fan bases, and opportunities for cutting-edge technology demonstration, motor racing is likely to retain its strategic relevance to automotive marketing plans in years to come.
“The synergy between sport and mobility is only getting stronger,” Snooks concludes. “Motor racing, in particular, allows brands to connect innovation with inspiration—and that’s a powerful formula for visibility and consumer trust.”
