Sponsorship Sector Report – Automotive – Americas 2026
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This report provides an overview of the automotive sector across the Americas region. It explores all the main active brands in the sector as well as details the movement in the sector over the last few years in the sports sponsorship industry.
Sponsorship Landscape: Since 2020, automakers in the Americas have increased sports sponsorship spend (+18.6%) and especially deal volume (+28.3%) by adding more, smaller, locally targeted partnerships to defend brand awareness and support intensifying EV competition amid softer post-Covid new-car demand, before becoming more selective in 2025 by holding spend flat while cutting weaker deals.
Analysis by Sport: Automakers are putting the most money into Motor Racing because it best showcases engineering, performance, and electrification narratives that translate directly to vehicle marketing in the Americas.
Highest Paying Brands: Since 2020, despite Toyota’s deal volume risen just 13%, their annual spend is up 104.2%. The increase is driven by a shift toward fewer, premium, high-visibility partnerships—NFL, Nascar Truck Series, Joe Gibbs Racing, and the TGR Haas F1 Team—which require larger investments but deliver outsized reach and brand impact.
Brand HQ Location: North American brands lead sports sponsorship investment across the Americas. Their lower average deal value suggests spend is spread across many mid-sized and local partnerships activated market-by-market, rather than concentrated in a few headline deals.
Brand Analysis: Automotive sports sponsorship is dominated by Toyota and Ford leading both spend and deal volume. Chevrolet matches their spend but with fewer deals, while other brands tend to skew either toward higher-value, lower-volume programs or higher-volume, lower-spend activity.
CAGR Growth by Brands: Category growth benchmark is 3.5% average CAGR; several brands are below it (e.g., Buick 2.1%, Continental 1.9%, BMW 0.9%, Mercedes-Benz 0.6%) indicating mature/flat investment.
Scope
This report looks to offer a detailed insight into the automotive sector across the Americas region. It explores all the main brands in the sector as well as details the movement in the sector over the last few years across the globe in the sports sponsorship industry.
Key Highlights
A detailed overview of the automotive sector across the Americas region. Outlining sectors’ influence in sports sponsorship and the main brands involved in attaining lucrative deals across multiple sports.
Reasons to Buy
For those wanting an in-depth analysis of how the automotive sector across the Americas region performed in the sports sponsorship industry, in the sense of both business and popularity.
Ford
Chevrolet
Lexus
Kia
BMW
Hyundai
Goodyear
Mercedes-Benz
Honda
Cadillac
Audi
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