Max Coates on Winning Sponsorships in Motorsport

Unlocking the Secrets to Successful Motorsport Sponsorships with Max Coates

Max Coates, a professional racing driver from Scorton, North Yorkshire, has spent over two decades carving a reputation as one of the UK’s most consistent and charismatic competitors. From battling in the Clio Cup and Mini Challenge to competing in the Porsche Sprint Challenge with Graves Motorsport, Max knows what it takes to win—both on and off the track.

Beyond racing success, Max has become a master at securing motorsport sponsorships, forming lasting partnerships with brands such as Primex Plastics, NGK Spark Plugs, Gala Performance, and JiC Transport. In this exclusive Q&A, Max shares real-world insights into how racing drivers can attract, build, and retain sponsorships in today’s competitive environment.

Driver Profile: Max Coates

With over 20 years of experience in motorsport, Max Coates is a seasoned driver who lights up the BTCC paddock with both talent and personality.

Career Stats:

Races Started: 210
Pole Positions: 19
Wins: 27
Podiums: 73
Fastest Laps: 18

Q&A with Max Coates: Motorsport Sponsorship Advice

What qualities do sponsors look for in a racing driver?

Honesty and transparency – Clear communication builds trust.
Business understanding – Know your own value and how it links to your sponsor’s goals.
Likeability – Personal rapport often seals the deal.

“If a sponsor doesn’t like you, they won’t do it. That’s been key in all of my partnerships.”

What are the biggest challenges in getting motorsport sponsorship?

Lack of awareness – Many companies don’t understand what motorsport can offer as a marketing platform.
Environmental concerns – Some brands shy away due to sustainability issues. Max actively partners with Carbon Positive Motorsport to offset emissions.

How do you find potential motorsport sponsors?

Networking at race tracks – The best leads come from people already engaged in motorsport.
Word-of-mouth referrals – Introductions from existing partners often open doors.

What kind of support do sponsors typically provide?

Financial backing
Products or services
Introductions to valuable business contacts

What advice would you give to young drivers trying to attract sponsors for the first time?

Focus on building relationships, not just chasing money. Understand what a sponsor actually wants — whether it’s brand visibility, client hospitality, or social media exposure — and tailor your pitch to that. Be professional, be approachable, and above all, be reliable. Sponsors invest in people as much as they invest in performance.

Creative sponsorship deals you admire?

SodaStream & Brian Sims
K-Mart’s IndyCar/NASCAR supplier-funded campaign

These innovative approaches prove that thinking outside the box can drive major commercial value.

What mistakes do drivers make with sponsorship pitches?

Offering generic packages instead of tailored solutions.
Not aligning with sponsor needs.

“It’s like selling a custom 8m x 4m motorsport tent when all the customer wants is a standard 3x3.”

How important is social media in gaining motorsport sponsors?

Varies by sponsor – Some only use LinkedIn (like Primex Plastics).
Case Study: Gala Performance Campaign
Max’s involvement in a light-hearted campaign (“Wearing as many coats as possible”) boosted site traffic by 37%, proving that creative social media still works when tailored to the brand.

What’s the hardest part about securing sponsorship?

Reaching decision-makers
Without an intro or personal link, it’s tough to land meetings. This is why Max invests time at the track—it’s his networking goldmine.

How did your first sponsorship come about?

Through a local connection in Scorton, Max became a Yorkshire Patron for Welcome to Yorkshire. He pitched a clear, targeted proposal: promote the county through motorsport exposure nationwide—and they said yes.