Regardless of the type of car on the track, auto racing vehicles share one thing in common: They're high-speed billboards with no shortage of product placements. It is a very big business.
Formula 1 tops the auto racing market with $2.6 billion in annual sponsorships, and not surprisingly, its cars promote luxury brands that include Rolex, Heineken, and Pirelli. NASCAR's sponsorships are in the hundreds of millions of dollars with Coca-Cola amd Monster Energy as some of its top brands.
Yet, since the earliest days of auto racing, lubricant brands have been major sponsors. That trend continues today as Mobil 1 has been the official motor oil of NASCAR since 2003, while Pennzoil Performance+ Racing Oil was named the official lubricant of the 2024 NTT IndyCar Series. In Formula 1, different brands now sponsor some of the premier teams, with Valvoline being the official lubricant partner for the Aston Martin Aramco Formula 1 Team, and PETRONAS Sythium as the engine oil for the Mercedes-AMG Petronas F1 Team.
In February, Costa Oil Filters entered into a sponsorship with stock car racer Carson Ware, who expressed gratitude to the brand, while the company also praised Ware's “relentless competitive spirit.”
Brand Awareness—and Trust
Having the brand on a winning racecar, like the ones driven by Ware, or as part of a successful team may not be “free” advertising, but it could be considered an extremely wise investment.
“Sponsorships between automotive brands and professional auto racing create a halo effect that benefits quick lube shops. When consumers see high-performance vehicles and top-tier brands associated with racing, it reinforces a perception of quality, speed, and reliability—values that quick lube businesses can align with to build trust and drive customer loyalty,” explains Angeli Gianchandani, global brand strategist and adjunct instructor of marketing and public relations at New York University.
She tells National Oil & Lube News that auto racing can provide marketing differentiation, even to a consumer who likely knows very little about the types of motor oil on the market today. Seeing the Mobil 1 logo on a car, alongside other brands, helps make it a household name.
That familiarity gives the brand a competitive edge, and it is one that quick lube shops can take advantage of by carrying those brands.
“Quick lube shops can leverage the excitement of racing sponsorships to differentiate themselves in a crowded market,” Gianchandani added. “Whether through in-store promotions, themed experiences, or even loyalty programs tied to racing events, aligning with the performance-driven narrative of motorsports helps position their services as fast, efficient, and high quality.”
Auto racing can also be a way to connect with fans and casual viewers alike. This is true of brands such as Pennzoil and Quaker State, which each have deep involvement in motorsports, where companies say it is about product credibility. Motorsports sponsorships help reinforce consumer confidence in these brands and also serve as an educational and marketing tool for shop owners and operators. Promotions tied to racing sponsorships can drive traffic.
“Motorsports is more than just brand recognition—it's about proving our technology and product performance where it matters most,” says Rob Kenny, Valvoline global operations chief brand officer. “In our racing partnerships, we generally will supply lubricants to the team as part of the overall agreement. When they have success, it further reinforces trust with our technology, product, and brand.”
The company has a long and rich history—one going back nearly 160 years—wiwith auto racing.
“Sponsorships aren't just about visibility; they're about validation, trust, credibility,” Kenny tells NOLN. “When teams trust Valvoline to perform at the highest levels, it's a statement to every driver—weweekend warriors and casual fans alike—that we're not just another logo on a car. We're an integral part of what keeps these machines performing at peak performance. Whether you've been following racing for decades or you're a newer fan, sponsorships give us the chance to show what's under the hood—not just in a racecar, but in every engine that counts on Valvoline every day.”
The Cornerstone of Motorsports
It would be an understatement to suggest that branding in motorsports isn't just important—instead, it remains the cornerstone of the sport.
”From Formula 1 to NASCAR to rally and endurance racing, teams and partners share a common goal: pushing the limits of what’s possible. The approach differs by series, but the mission remains the same: proving performance, building trust, and driving innovation forward,” suggests Kenny.
He adds that is why Valvoline also goes beyond just putting its name on a car and says that the company has always been about more than a sticker on a fender or a logo on an engine cover.
“We're inside the gearbox or transmission, delivering the technology that makes every lap count,” Kenny continues. “Our partnership with motorsports is a proving ground, not just a platform. Whether it's synthetic innovation in F1 or durability and friction reduction in stock cars, our message is clear: when performance matters, Valvoline delivers.”
For companies like Valvoline, the product placement is often alongside other brands, and that does require some consideration.
”Being alongside some of the world’s most recognized brands is an honor, but what sets Valvoline apart is that we’re not just a sponsor—we’re a performance partner,” says Kenny. “While others bring financial backing and other resources needed for the team’s success, we bring technology that directly impacts what happens on the track.”
Consumer Engagement and Local Activation
For the shops located far from the racetracks in Daytona or the Indianapolis Motor Speedway, this branding still can drive awareness and provide opportunities to build relationships with customers.
“By tapping into motorsports sponsorships, quick lube businesses can create engaging promotions, such as discounts after race weekends or partnerships with local car clubs, to connect with passionate auto enthusiasts and everyday drivers alike,” says Gianchandani. “This not only increases foot traffic but also enhances brand recall.”
