The Sponsorship Reality in Motorsports + JP Moery on IndyCar Growth & ROI

On this episode of The Pits Are Open, Will Marotti and Alex Smith tackle one of the biggest misconceptions in motorsports: the idea that sponsors are everywhere and just waiting to be found.

Will opens the show by breaking down the real numbers behind sponsorship in the United States. Out of millions of businesses, less than 1% are actively involved in motorsports, creating a highly competitive environment for teams and drivers trying to secure funding. The conversation sets the tone for a deeper look at why sponsorship is harder than ever and what it actually takes to succeed.

The episode then dives into the evolving business of racing, including the importance of ROI, shifting sponsor expectations, and why teams must think beyond traditional exposure to stay competitive.

J.P. Moery, Senior Vice President of AJ Foyt Racing, joins the show to break down what’s really happening behind the scenes in IndyCar sponsorship.

He explains:

How IndyCar is gaining momentum with increased demand from sponsors
Why teams are seeing more inbound interest than ever before
The impact of major events like Arlington and the upcoming Washington D.C. race
How brands are shifting toward sports marketing as a growth channel
Why hospitality, access, and experiences are becoming critical to closing deals
The role of driver involvement, appearances, and B2B deal-making in modern sponsorship

J.P. also shares a key insight: Indy NXT is becoming a development platform not just for drivers, but for sponsors — giving brands a way to enter the sport at a lower cost before scaling up.

Brian McCrae of Gradient Racing joins the show to offer a perspective from IMSA and sports car racing, focusing on the challenge of proving real business value.

He covers:

Why traditional sponsorship models no longer justify the cost of racing
The gap between exposure and true ROI for sponsors
How teams must connect racing activities directly to business outcomes
His journey from tech and marketing into motorsports
What it takes to bring corporate partners into racing today

Brian shares a powerful takeaway: exposure alone is no longer enough — teams must actively create business opportunities for sponsors to remain competitive.

Schaeffer Oil
SpeedSport
Redline Ace
America’s Christian Credit Union

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Guest 1: J.P. MoeryGuest 2: Brian McCraePresented By