Objectives are the key to selecting the appropriate team, driver or series for a sponsor.  Clear objectives need to be set at the outset and it is vital for a team or driver to fully understand them.  The marketing of the racing program can therefore be tailored exactly to satisfying those objectives.

The most common objectives a sponsor has include:

-achieving brand exposure
-increasing brand awareness
-building or enhancing their public image
-using corporate hospitality at race events
-creating marketing support programs