Email security provider SpamExperts announced on Friday that in partnership with cPanel, OnApp, backup provider Protexia, and dedicated server provider RackSRV, it is sponsoring the Hot Badger Motorsport car racing team. This sponsorship is unusual in that the directors of web host UnitedHosting (and a SpamExperts customer) are the drivers on the Hot Badger team.
According to its website, Hot Badger Motorsport is competing in the UK Toyota MR2 Championship and will race at UK circuits including Silverstone, Brands Hatch, Donington Park, Mallory Park, Cadwell Park, and Anglesey. The first race takes place on Sunday at Silverstone.
The car racing industry has seen quite a lot of interest from web hosting providers, most notably Go Daddy sponsoring NASCAR driver Danica Patrick and the Andretti family. More commonly, web hosts approach the industry in a service provider role rather than a sponsorship role. In March, web host Internap announced that it is providing web hosting and content delivery network services to Sahara Force India, a Formula One racing team also based in Silverstone. Two months ago, web host Tata Communications announced it would provide connectivity, web hosting and content delivery services to Formula1.com.
This group sponsorship approach is different, and may be a more affordable way for companies to advertise through sponsorships. The Go Daddy approach has seldom been copied because of the cost involved, but if companies offering complementary services band together, it becomes more of a viable advertising model.
“We are glad that we can sponsor the racing team as United Hosting is one of our valued clients and well known in the hosting industry,” Sam Renkema, founder and CEO of SpamExperts said in a statement. “This sponsorship demonstrates our commitment to our customers. We wish Matt and Simon the best of luck during the races!”
At World Hosting Days last week, cloud hosting software developer OnApp CEO Ditlev Bredahl talked about its new SAN technology and the release of a free version of its platform for building IaaS hosting environments.
Talk back: What is the value in web hosts and related service providers sponsoring racing teams? If it was in your budget, would you consider it? Let us know in the comments.