REACHING FOR THE ST★RS

IN an increasingly polarised world, sport has a great knack of bringing people together, whether as participants or spectators.

So it’s no surprise car makers want to be a part of the action at both elite and grassroots level, through sponsorships of events, teams or individuals.

Over the next four pages, we look at how and where some of the leading manufacturers are involved, the different kind of partnerships they form, the extent of their investment – and crucially what they get in return.

CITROEN - AG2R CYCLING TEAM

A GOOD way for a car maker to increase its exposure is via a deal that sees its partner take on its name, as has happened with the AG2R Citroen cycling team on the Union Cycliste Internationale World Tour.

The outfit, formed in 1992, was previously known as AG2R La Mondiale before Citroen took over co-sponsorship status with French insurance company AG2R in 2021. Despite controversies in recent years, cycling has a strong pull for car companies; there’s a shared focus on mobility, it appeals to young and