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Sport/Motorsport · own primary research
Motorsport data.
Not estimated.
Surveyed.
Anyone investing in motorsport often decides on the basis of reach estimates. Instead, the ONE8Y Database delivers representative survey data on motorsport enthusiasts and fans — on sponsorship impact, target-group profile, awareness and media use.
From the latest survey
What the data shows.
32%of US sports enthusiastsprefer to watch motorsport on TV
+9 pointssince July 2025strongest growth of all sports
−7 pointsAmerican football over the same periodfrom 73 to 66 percent
Motorsport is the only sport in the US ranking that is growing — while the big three are losing ground.
Source & methodologyONE8Y Database, July 2025 to September 2026. Total n = 6,010 sports enthusiasts (top 2 on a 4-point scale) from the USA, of which n = 3,266 in July 2025, n = 1,428 in June 2026 and n = 1,316 in September 2026. Question: “Which of the following sports do you prefer to watch on TV?”
Section 01
Sponsorship & partners
45 analyses from the motorsport data in the ONE8Y Database.
- Formula 1 US Brand sponsorship from 2020 to 2026 by value and deal volume
- Growth of Formula 1 sponsorship markets from 2020 to 2026
- Annual Formula 1 team sponsorship values in 2026 by team
- Annual sponsorship values of Formula 1 partners in 2026 by partner tier
- Formula 1 team sponsorship deals in 2026 by team
- Formula 1 sponsorship values in 2026 by brand market
- Formula 1 team sponsorship in 2026 by highest-spending brand markets
- Formula 1 team sponsorships in 2026 by highest-spending industries
- Formula 1 sponsorship values in 2026 by industry
- Monthly costs of Live-Coverage for motorsport competitions on the streaming providers Sky, DAZN and RTL+ (Oct/2023)
- Attractiveness of motorsport as a sponsorship platform for digital financial service providers
- Influence of a motorsport sponsorship on willingness to use the Bitpanda brand
- Importance of selected aspects for a motorsport sponsorship by NeoBroker
- Perception of selected types of sponsor advertising at Formula 1 races
- Sponsors overview of the Formula 1 Team Mercedes-AMG Petronas in the 2023 season
- Sponsors overview of the Formula 1 Team BWT Alpine in the 2023 season
- Industry overview of the sponsors of the Formula 1 teams in the 2023 season
- Sponsors overview of the Formula 1 Team McLaren Racing in the 2023 season
- Sponsors overview of the Formula 1 Team Alfa Romeo Stake in the 2023 season
- Sponsor overview of the Formula 1 racing series in the 2023 season
- Top 10 markets with the largest sponsorship volume in Formula 1 2023 season
- Sponsors overview of the Formula 1 Team Scuderia AlphaTauri in the 2023 season
- Sponsors overview of the Formula 1 Team Williams Racing in the 2023 season
- Sponsors overview of the Formula 1 Team MoneyGram Haas in the 2023 season
Section 02
Fans & target group
29 analyses from the motorsport data in the ONE8Y Database.
- Approval for a leading role from Audi in German motorsport among Formula 1 target groups
- Interest in car racing by gender, age
- Change in interest in car racing over the past two years (as of 2022)
- Change in interest in motorcycle racing over the past two years (as of 2022)
- Brand associations of car manufacturers with winter sports and motorsport in a target group comparison
- Interest in car racing by Nielsen areas (status 2022)
- Interest in Motorsport by Nielsen regions
- Interest in selected motorsport racing series in country comparison
- Interest in selected motorsport racing series over time
- Frequency of following motorsport events in target group comparison
- Development of the average age of Formula 1 fans in Germany
- Attitude towards sustainable/alternative drive technologies in motorsports
- Interest in selected motor sports races (in USA)
- Preferred drive types in motorsport among those interested in the sport in a country comparison
- Importance of music among people interested in motorsport and DTM fans
- Change of interest in selected motorsport racing series/races
- Interest in and active pursuing of selected racing series among people interested in motorsports
- Age structure analysis of Formula 1 fans in Germany over time
- Popularity of selected car brands among people interested in racing
- Awareness of ADAC as organizer and promoter of the DTM
- Interest in selected motorsport racing series/races over time
- Interest in the Formula 1 Aramco United States Grand Prix in the U.S. among motor sports fans
- Interest in the involvement of selected automobile manufacturers in the form of their own racing team in Formula 1
- Change in interest in Formula 1 due to selected circumstances (in GER)
Section 03
Consumption & purchasing behaviour
5 analyses from the motorsport data in the ONE8Y Database.
- Formula 1 three-day ticket prices in 2025 by race weekend
- Influence of the musical supporting program on ticket purchase at motorsport events
- Ticket purchasing behavior at motorsport events with additional concert offerings
- Ticket Prices of the NASCAR Cup Series 2023
- Influence of a high-quality music program on the decision to buy tickets for a motorsport event
Section 04
Awareness & image
9 analyses from the motorsport data in the ONE8Y Database.
- Awareness of DTM teams (status: Apr/2023)
- Awareness of DTM drivers (status: Apr/2023)
- Aided awareness of selected German motorsports race tracks
- Association of selected car brands with motor sports
- Aided awareness of selected motorsports races (in USA).
- Level of awareness of selected motorsport racing series
- Aided awareness of selected motorsports racings/racing series
- Association of selected motorsport races/ race series with the brand Hyundai
- Level of sympathy for selected Formula 1 drivers in 2022
Section 05
Media & reach
8 analyses from the motorsport data in the ONE8Y Database.
- Anticipation of the Audi team's entry into Formula 1 over time
- Number of social media followers of NASCAR teams 2023 (status: Jun/2023)
- Distribution of broadcast rights for the NASCAR Cup Series in 2023
- Frequency of passive consumption of motor sports content
- Number of social media followers of NASCAR drivers 2023 (status: Jun/2023)
- Distribution of broadcast rights of MotoGP by regions for the 2024 season
- Usage of selected media or platforms about the events of Formula 1
- Social media reach of Formula 1 teams in 2026 by team
Section 06
Further analyses
22 analyses from the motorsport data in the ONE8Y Database.
- Formula 1 revenue sources by revenue value
- Formula 1 attendance from 2019 to 2025 by total and average attendance
- Automobile manufacturers which are strongly associated with motorsport
- Preferred way of following motorsport in a generational comparison
- Formula 1 Grand Prix attendance in 2025 by race weekend
- Formula 1 engine suppliers in 2026 by number of teams
- Preferences for current and future propulsion technologies in motorsport
- Frequency of attendance at motorsport events
- Relevance of motorsport activity or history of a car manufacturer when choosing a new car
- Evaluation of the development of eventization at motorsport events
- Preferred music formats at a motorsport event
- Most popular music genres at motorsport events
- Selected aspects for increasing the attractiveness of motorsport events
- Allocation of selected attributes to the sport of Motorsports
- Assessment of a potential comeback of Mick Schumacher in Formula 1 through Audi
- Evaluation of using music at motorsport events
- Rating of the designs of the new BMW DTM race cars according to school grades
- Average media viewership of the NASCAR Cup Series from 2014-2022
- Usage of music to set the mood for motorsport events
- Average attendance of the MotoGP in 2022 and 2023
- Frequency of staying informed about the events in Formula 1
- Instagram reach of Formula 1 drivers in 2026 by driver
More sports
108 sports in the database.
The ONE8Y Database covers far more than football. A selection:
This is an excerpt. The complete motorsport data set with 301 analyses — filterable by market, topic and industry — is in the ONE8Y Database.
Motorsport sponsorship with data.
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