About Spomotion Analytics
About Spomotion Analytics
Spomotion Analytics is a specialist intelligence firm (SaaS) providing unparalleled insights into the Formula 1 partnership and Sports sponsorship landscape. We exist to give marketing professionals, brand strategists, and commercial decision-makers the data they need to act with confidence in one of the world's most competitive sponsorship environments.
Our Mission
Formula 1 sponsorship is a multi-billion dollar ecosystem — complex, fast-moving, and often opaque. Our mission is to bring transparency and rigour to that landscape, delivering structured intelligence that enables smarter commercial decisions. Whether you are evaluating a new partnership, benchmarking a competitor's portfolio, or building a business case for internal stakeholders, our reports give you the analytical foundation to proceed with confidence.
Formula 1, NASCAR, IndyCar, the Premier League, Serie A, Ligue 1, Bundesliga, NFL, and NHL are among the sports and leagues we analyse and continuously monitor.
Research Methodology
Every Spomotion Analytics report is built on a systematic, multi-source research process designed to ensure accuracy, completeness, and commercial relevance.
Data Sources
- Official team and series communications — press releases, partner announcements, and team websites across all ten F1 constructors
- Corporate disclosures — annual reports, investor presentations, and earnings calls from publicly listed sponsors
- Broadcast and digital monitoring — livery analysis, trackside signage, and digital asset tracking across race weekends
Validation Process
All partnership data is cross-referenced across a minimum of two independent sources before inclusion. Estimated financial values are derived using a proprietary valuation framework that accounts for team tier, asset category, exclusivity, and contract duration. Estimates are clearly distinguished from confirmed figures throughout every report.
Update Frequency
Reports are updated constantly to reflect new signings, partnership renewals, and changes in team commercial structures. Each report version is timestamped and version-controlled, so you always know the currency of the data you are working with.
What Makes Our Reports Unique
- Depth of coverage — We track every confirmed partnership across all ten F1 teams, categorised by asset type, industry sector, and geographic market
- Estimated financial values — Where confirmed deal values are not publicly available, we provide structured estimates based on comparable transactions and market benchmarks
- Commercial context — Reports go beyond data listing to provide strategic context: which sectors are growing, which teams are over-indexed, and where white space exists
- Consistent taxonomy — A standardised classification system across all reports enables direct comparison between teams, seasons, and market segments
- Immediate delivery — All reports are delivered digitally upon purchase, with no waiting period
Who We Serve
Our F1 and Sports reports are used by professionals who require reliable, structured intelligence to support commercial decisions:
- Sports marketing agencies evaluating partnership opportunities on behalf of brand clients
- Corporate sponsors and prospective sponsors benchmarking their investment against the broader F1 and sports landscape
- Team/Club commercial departments tracking competitor partnership portfolios
- Organisers and promoters assessing sponsor category exclusivity and market positioning
- Investment analysts and consultants covering the sports and entertainment sector
- Academic researchers studying sports sponsorship, brand strategy, and commercial sport
Our Team
Spomotion Analytics was founded by Björn Stenbacka, a Finland-based analyst specialising in sports business and commercial sponsorship strategy, together with entrepreneur and former Formula 1 driver Stefan Johansson.
Björn has spent years tracking the evolution of Formula 1's commercial ecosystem, developing the proprietary frameworks and data infrastructure that underpin every Spomotion report.
His work combines rigorous data collection with strategic commercial analysis — translating raw partnership data into actionable intelligence for professional buyers across the motorsport industry.
Ready to Access the Intelligence?
Browse our full library of F1 sponsorship reports or get in touch if you have a specific research requirement.