The Ultimate Guide to Sponsor Logo Placement

Branding, Marketing

When it comes to providing visibility to a company for a sponsorship deal, you need to know the layout of your car and the accessories that are available for advertising. You should know exactly where you can put a logo and the value of that placement before you pitch your ideas. 

You want to keep this process as streamlined as possible, for both you and your sponsor. Showing up to a sponsorship pitch meeting with ideas and the next steps outlined will demonstrate your professionalism.

Here are ideas for logo placement outside of the myriad of different placements you can have on your race vehicle:

Driver Suite

The driver suite is one of the most valuable areas to advertise because he or she will typically be wearing it all day long for pictures with the fans or during interviews. The upper chest and neck area are most valuable for those tv interviews or headshots, so keep that in mind when determining the value of logo placement. Below are different ideas to place logos on your suite:

  • Upper chest
  • Stomach
  • Arms
  • Upper back
  • Lower back
  • Legs
  • Neck
  • Belt

Helmet and Safety Equipment 

When it comes to your safety equipment, it’s typically not seen as a place for advertising. But the small details will help your overall brand image stand out from the rest! Again, think of placement based on what is seen in images.

  • Front of helmet – above and below visor
  • Sides of helmet
  • Back of helmet
  • Parachute(s)
  • Gloves
  • Hans device

Crew Uniforms

Crew uniforms are valuable because they can be seen in both the pits, as well as on the starting line. What I like to do for our team is have black t-shirts with large white logos to wear while working on the cars, then our nice colorful starting line shirts to wear over top. Other teams wear polos, it’s up to what your team is comfortable with and how big your budget is.

  • Upper chest
  • Stomach
  • Sleeves
  • Upper back
  • Lower back 


The trailer is your biggest billboard – and can bring in a lot of sponsorship revenue if you travel quite a bit. Make sure to check DOT rules and see if you are allowed to commercialize your rig before you pitch the idea to a potential sponsor. If you can’t put logos or branding on the truck and/or trailer, then deck it out with banners and flags when you’re parked.

  • Back door
  • Rear panels
  • Middle panels
  • Front panels
  • Truck/motorhome
  • Flags above trailer 

In the pits

Think of how you can place a logo in every nook and cranny in your pit area! Here are just a few ideas…

  • Banners under the awning
  • Banner on back door
  • Stand up banners
  • EZ up tents
  • Banners on safety barriers
  • Trailer door(s)
  • Toolboxes
  • Table linens
  • Pit vehicles

Other areas

  • Hero cards
  • Giveaway items
  • Hospitality (whether in the pits or in the tower or in the vendor area)
  • Merchandise and swag

Get creative with where you can put a logo, big and small! The non-typical spots are eye-catching and will help you stand out. Take items like branded table linens and stand-up banners to take with you when doing autograph signings to have a professional and memorable look for the fans to remember.

Need more ideas, or want to know how much each of these items can bring in revenue for you? Then you need to attend the Spring/Summer version of the PRI Sponsorship Summit where Alex Striler will teach you how to calculate the value of each of your assets.

The Virtual Sponsorship Summit will be hosted on June 17 and I’m thrilled to announce that I will be a guest speaker! During the Summit, we will go over all these details and so much more with other speakers from the racing industry! From pitch decks to social media to promo content, you’ll feel confident and prepared to fill your roster with sponsors for the next season. 

>>> Grab your early bird ticket here! It’s $100 dollars off until June 1, so get yours now!

SHare & save


Pin It on Pinterest