The Power of Team Partnerships in Supercars from an Events Agency Perspective

In motorsport events, sponsorship goes beyond logos on cars. The most effective partnerships are the ones that embed brands into the heart of a team’s story, sharing in the wins, the challenges, and the passion that keeps fans coming back. Team sponsorships create a unique kind of alignment, blending performance, heritage, and authenticity in a way that connects deeply with audiences.

At Cielo House, a full service events and sponsorship agency, we’ve had the privilege of working with leading brands who understand the power of team partnerships. From Chiko with Erebus Motorsport, to Coates with Walkinshaw Andretti United, these collaborations show how much more there is to sponsorship than surface level visibility. And across the paddock, iconic partnerships like Monster with Tickford Racing and Red Bull with Triple Eight Race Engineering demonstrate how the right alignment can become synonymous with the sport itself.

In this article, we’ll dive into the power of team partnerships in Supercars from an events agency perspective and explore how they can elevate brands and sponsorship experiences.

Chiko x Erebus Motorsport: A Bold Brand With a Bold Team

Chiko has built its identity on being iconically Australian, qualities that make its partnership with Erebus Motorsport such a natural fit. Erebus is known for being fiercely competitive and never afraid to push boundaries, and Chiko’s presence on the car and within activations amplifies that energy.

Through Erebus, Chiko isn’t just advertising, it’s tapping into a fan base that loves personality as much as performance. That alignment means every lap, podium, and fan interaction feels like a celebration of what Chiko stands for. For a brand that thrives on visibility and engagement, the team partnership transforms a snack brand into part of the Supercars’ event story.

Coates x Walkinshaw Andretti United: Strength Meets Legacy

For Coates, aligning with Walkinshaw Andretti United (WAU) is about more than logo space, it’s about credibility. WAU is one of the most established names in the sport, carrying a rich heritage and a reputation for resilience.

The partnership positions Coates alongside a team that reflects its own values, strength, reliability, and being there when it matters. Hospitality suites, trackside activations, and integration into the WAU fan journey extend Coates’ presence far beyond the garage. This isn’t just brand awareness from the event, it’s brand association with a legacy of endurance and performance, which resonates powerfully with customers and stakeholders.

Monster Energy x Tickford Racing: Lifestyle Meets Motorsport

Few sponsorships capture lifestyle branding better than Monster Energy with Tickford Racing. This is more than a motorsport partnership, it’s about aligning the adrenaline of racing with a brand that already dominates in extreme sports, music, and youth culture.

Monster brings its distinctive black and green branding, its athlete driven marketing, and its energy fuelled image directly into the Supercars paddock. For fans, the association feels seamless, Monster belongs in that world. For Tickford, the partnership injects energy, visibility, and a cultural connection that helps the team engage with younger, lifestyle driven audiences. It’s proof that when sponsorships align with lifestyle, they transcend sport to become cultural markers.

Red Bull x Triple Eight: The Benchmark in Motorsport Partnerships

It’s hard to talk about sponsorship in Supercars without mentioning Red Bull and Triple Eight. This is the gold standard of team partnerships, where brand and team identities are almost inseparable.

Red Bull brings global recognition, a reputation for extreme sports, and a commitment to excellence that matches Triple Eight’s dominance on the track. The partnership has gone far beyond paint schemes, it has built a culture of winning, excitement, and global reach. Red Bull doesn’t just sponsor Triple Eight, it elevates it, and in return, the team provides Red Bull with a powerful storytelling platform in one of Australia’s most competitive sports arenas.

Why Team Partnerships Matter

What all these examples show is that team partnerships deliver more than exposure, they deliver authentic alignment. Motorsports events’ fans don’t just see a brand, they see it as part of the team’s journey. That credibility is something that can’t be bought with traditional advertising.

• Emotional connection: Fans feel like sponsors are in it with them when they back their favourite team.

• Content opportunities: Partnerships provide endless storytelling moments, behind the scenes, race wins, driver access.

• Year-round engagement: Team associations extend into digital, merchandise, hospitality, and community programs.

• Authenticity: When the brand values align with the team’s culture, the partnership feels natural and fans embrace it.

Final Word

Sponsorship in Supercars and motorsports events in general is at its most powerful when it’s not transactional, but transformational. Brands like Chiko, Coates, Monster, and Red Bull show that team partnerships aren’t just about being seen, they’re about being part of the sport’s story.

For brands looking to enter or grow within motorsport events, the lesson is clear - choose a team that reflects your values, invest in the relationship, and share in the journey. That’s how sponsorship moves from logo space to legacy.

Ready to maximise your brand’s presence in motorsport events? Explore our sponsorship activation services.

FAQ -  Events Agency Insights: Team Partnerships in Supercars

1. Why partner with an events agency for Supercars sponsorships?

An events agency brings strategy and creativity into a brand experience. By matching brands with the right Supercars teams, Cielo House, a full service events and sponsorship agency helps you create authentic partnerships that deliver visibility, fan engagement and lasting credibility.

2. How does an events agency strengthen team partnerships in motorsport?

An events agency connects the brand, the team and the fans. From hospitality suites and trackside activations to digital storytelling and content creation, agencies ensure every touchpoint reflects the brand’s values. This turns sponsorship into a powerful experience that builds genuine connections with audiences.

3. What makes Supercars a strong platform for brands working with an events agency?

Supercars offers a year round exposure, a passionate fan base and plenty of high energy storytelling opportunities. With the support of an experienced events agency, such as, Cielo House, brands can grow around team culture, lifestyle associations and race day experiences that deliver measurable results and long term impact.