In 2026, a growing share of sponsor money also goes to streamers and content creators who bring racing to fans who rarely sit through a full broadcast.
Many now stream sim racing, post behind-the-scenes videos and host their own shows.
What does creator content look like in motorsport?
Racing fans are used to sponsors.
Fan apps, fantasy games, sports media and, in states where it is legal, sportsbooks have followed, since race fans overlap heavily with fans of other sports.