What do financial services companies like banks look for in motorsports sponsorships?

Banks like Fifth Third Bank primarily seek access to businesses associated with motorsports rather than consumer exposure. They target other race teams in the same series, race tracks, corporate sponsors running in the series, and suppliers to the sport. The sponsorship gives them warm introductions instead of cold calls, making them an authentic part of the motorsports community. They expect to become the team's primary bank, providing lending services, treasury management, cash management, credit cards, and deposits. They look for a 3-5x return on investment, with direct revenue from banking relationships with the team and its ownership, plus additional business from introductions the team can make.