For the World Endurance Championship (WEC) at Barcelona’s Circuit de Barcelona-Catalunya, Roadgrip Motorsport was responsible for installing prominent sponsor branding across the venue and on the track, including Goodyear graphics in the pit lane and hundreds of Rolex logos on the circuit walls.
It was a project that demonstrated how motorsport branding isn’t simply about the size of a logo, but where it’s positioned, how consistently it’s presented and how it appears to spectators and television audiences.
See the team in action here: Race track branding at Barcelona
At 300 km/h, there’s not much time to take in the scenery. But for millions of motorsport fans watching from home, the colours, logos and graphics surrounding a racetrack are an unmistakable part of the spectacle.
For event sponsors, the circuit creates plenty of opportunities for visibility.
The challenge is to ensure that sponsor branding looks consistent and recognisable from those different angles, whether it’s a close-up shot of a pit stop or a wide view of cars racing through a corner.
One of the largest elements of Roadgrip’s work involved installing hundreds of Rolex logos on walls around the circuit. Installing branding on this scale requires careful planning. Each logo needs to be positioned and sized appropriately for its location, with consistent proportions, spacing and colour reproduction across different sections of the circuit.
For Roadgrip’s experienced motorsport crew, the task was to translate the sponsor artwork into a consistent installation across hundreds of individual locations.
Alongside the Rolex wall branding, Roadgrip installed Goodyear graphics in the pit lane.
It’s an especially appropriate location for a tyre manufacturer, given the central role tyre selection and management play in endurance racing.
For Roadgrip, the installation required the same attention to accurate setting out, finish quality and durability that we apply to sporting lines and other circuit markings.
Pit lane graphics must be suitable for their environment, where vehicle movements, equipment and repeated activity place additional demands on painted surfaces.
Roadgrip works with circuit operators, event organisers and championship partners to turn sponsor artwork into finished trackside installations, taking account of the practical demands of each location.
At Barcelona, that meant delivering two very different branding programmes within the same venue: extensive Rolex wall graphics and prominent Goodyear pit lane branding.
The result was a strong visual presence for two of motorsport’s most recognisable sponsors, woven into the backdrop of the World Endurance Championship.
See more branding installations at racing venues around the world in our latest projects or contact Roadgrip Motorsport to discuss your circuit.
