Motorsport sponsorship used to be solely about exposure and brand awareness – put a sticker on a race car, spectators will notice and recognise the brand. These days though, sponsorship is about so much more than that – it involves elements such as staff and customer incentives, business-to-business networking opportunities and various other benefits.

On this episode, we look at the changing nature of motorsport sponsorship – why companies continue to invest and how they justify the expenditure.

Our guest is Maddi Scordia-Smith, who has a wealth of experience in the digital marketing arena, inside and outside the motor-racing industry.