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Facilitating Sponsorship Channels in the Business Model of Motorsports

The business model of motorsports has evolved to prominently feature corporate sponsorship as a business-to-business (B2B) exchange mechanism in both the supply and marketing channels. As a result, racing series managers and teams are often simultaneously positioned as a buyer and seller in relation to their corporate sponsors. The sustainability of this business model rests with the propensity for motorsports organizations to consistently deliver value to both business-to-consumer (B2C) and B2B firms and minimize potential role conflicts. This research highlights how actors in Formula One and NASCAR serve as channel facilitators to connect buyers and sellers within the motorsports sponsorship network.