This report provides an overview of the automotive sector across the Americas region globally. 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.
Motor racing commands the most significant portion of automotive brands' annual sponsorship spend and deal volume across the Americas. For automotive brands, motor racing offers a platform for technical collaborations and a chance to exhibit the latest technologies. In the Americas, team agreements are paramount, representing the bulk of both annual expenditure and deal volume within the automotive industry. Automotive brands have allocated 96% of their annual sponsorship expenditure across the Americas region to deals with North American-based products.
The largest automotive deal across the Americas region is Toyota’s partnership with the National Football League (NFL). Initiated in 2023, this partnership designates Toyota as the official automotive partner of the NFL. IndyCar has three significant agreements across the Americas region with automotive brands, Chevrolet, Firestone, and Honda. Like Indycar, NASCAR also has three significant automotive brand agreements across the Americas region; the largest of these in terms of annual value being with Goodyear.
Toyota leads the way in the automotive sector across the Americas region in terms of both deal volume and annual sports sponsorship spend in 2025. Toyota has several significant partnerships across the Americas region, mainly being their partnership with the NFL, but also NASCAR, Joe Gibbs Racing, and MoneyGram Haas F1 Team. Toyota have focused around 25% of their annual sports sponsorship spend across the Americas region with the NFL. Ford ranks as the second-largest spender among automotive brands in the Americas region for 2025, trailing behind Toyota, and also boasts the second-highest number of deals.
Motor racing commands the most significant portion of automotive brands' annual sponsorship spend and deal volume across the Americas. For automotive brands, motor racing offers a platform for technical collaborations and a chance to exhibit the latest technologies. In the Americas, team agreements are paramount, representing the bulk of both annual expenditure and deal volume within the automotive industry. Automotive brands have allocated 96% of their annual sponsorship expenditure across the Americas region to deals with North American-based products.
The largest automotive deal across the Americas region is Toyota’s partnership with the National Football League (NFL). Initiated in 2023, this partnership designates Toyota as the official automotive partner of the NFL. IndyCar has three significant agreements across the Americas region with automotive brands, Chevrolet, Firestone, and Honda. Like Indycar, NASCAR also has three significant automotive brand agreements across the Americas region; the largest of these in terms of annual value being with Goodyear.
Toyota leads the way in the automotive sector across the Americas region in terms of both deal volume and annual sports sponsorship spend in 2025. Toyota has several significant partnerships across the Americas region, mainly being their partnership with the NFL, but also NASCAR, Joe Gibbs Racing, and MoneyGram Haas F1 Team. Toyota have focused around 25% of their annual sports sponsorship spend across the Americas region with the NFL. Ford ranks as the second-largest spender among automotive brands in the Americas region for 2025, trailing behind Toyota, and also boasts the second-highest number of deals.
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.
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.
Table of Contents
1. Key Information and Background- Executive Summary
- Introduction
- Sponsorship market trends
- Sector Analysis Summary
- Top Sports by Value and Volume
- Product Category Breakdown
- Key Product Sponsorship Markets
- Top 10 Largest Deals
- Honda and LA28
- Brand Analysis Summary
- Spend per Brand Location
- Top 10 Most Active Brands and Biggest Spenders
- Featured Brands Analysis
- Sources
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Toyota
- Ford
- Lexus
- Chevrolet
- Kia
- Hyundai
- Audi
- CarMax
- BMW
- Honda
- Goodyear
- Mercedes-Benz
