The early years :
Sponsorship in motor sport – land, sea and air. Legendary names and circuits – the Gordon Bennet Cup, Brooklands, IoM TT, Le Mans, Schneider Trophy and Speed Records.
The pioneers of the sport became household names .. the drivers, riders and pilots heroes of their day.
Since the second car, motorcycle or aeroplane was made there have been races and, as soon as there was an interest from the general public, sponsorship was born. One of the very first races was sponsored – Gordon Bennett Cup – by James Gordon Bennett, Jr., millionaire owner of the New York Herald. Newspapers where one of the first to see the value in brand awareness and marketing that motor sport brought alongside the thrills and spills that sometimes made the front pages.
Air racing :
Many competitors in car racing share the passion and enthusiasm for aircraft. Flying for leisure and, of course, racing. Air racing was extremely popular before the second world war attracting huge spectator numbers with the Schneider Trophy being THE one to win.
The Coupe d’Aviation Maritime Jacques Schneider, or Schneider Trophy for short, was a trophy awarded to the winner of a race for seaplanes held between 1913 and 1931. Jacques was a French financier and aircraft enthusiast. If three races in five years were won then the trophy was won permanently. The trophy now sits proudly in The Science Museum in London, UK.
The streamlined shape and the low drag, liquid-cooled engine pioneered by Schneider Trophy designs are obvious in the Supermarine Spitfire which, as with the trophy racers, was powered by Rolls Royce. The Schneider Trophy winning Supermarine S6B was designed by R. J. Mitchell who also designed the Spitfire. Supermarine used the races, as did Rolls Royce, to prove their engineering and to promote sales.
Motorcycle racing :
The TT – Tourist Trophy – races held on the Isle of Man in the Irish Sea are predominantly known as motorcycle races but have also been held for cars. Sponsorship has been part of the business and backdrop to these famously dangerous road races since the start. In the photograph above you can clearly see petrol, tyres and oil brands promoting their products alongside the motorcycle manufacturer works teams … not much changes.
Water and Land Speed Records :
Motorsport sponsorship has also underpinned the realisation of dreams. Be that the career of drivers, riders and pilots or the National pride of a country supporting the pioneers of speed .. land, water or air. Aiming to be first is a common aim amongst all competitors but aiming to be THE first is only achieved by very few. The Campbell name and ‘Bluebird’ is certainly one that typifies that rare breed and sponsorship featured in enabling their places in the history books. Sponsorship had, of course, played a vital role in many other records being set – i.e. Cobb, Segrave, Eyston, Noble and Green – all receiving ‘support’ to make the attempts, of which there were many, and set records. The Campbells had a range of sponsors but some were more commercial in their use of the Campbells as marketing assets – Castrol and BP for example.
Motorsport sponsorship and its place in the marketing mix is a proven success and is surely here to stay.. the difference between then and now is how it is communicated, how it connects and engages with the audience, its relevance and how it is integrated into the brand message and culture – but that is another story.
All photo copyrights and trademarks are acknowledged as belonging to their rightful owners.