Mothers Puts the Brakes on Sponsorship After Helping Usher in a New Passion for Formula 1 in the US - Speedway Digest

For the past five years, Mothers has had the distinction of serving as the presenting sponsor of Formula 1. As a family-owned company filled with racing enthusiasts, Mothers stepped in to smooth out the challenges during ESPN’s initial presentations of F1. When ESPN initially obtained the rights to broadcast F1 in the US, the US fanbase was dismayed by commercial breaks and ill-timed interruptions. By sponsoring a commercial-free broadcast of the races, Mothers helped provide uninterrupted coverage that transformed the way the sport was received in the United States. Combined with the addition of US based races on the schedule, F1 took off in America. Races in Miami and Austin respectively broke records for total viewership and in-person attendance. With viewership continuing to grow by double digits year over year, the sky is the limit for America’s favorite newcomer.

While Mothers’ partnership with ESPN has ended, the company is proud to see that the presenting sponsorship they pioneered will continue with Mercedes Benz behind the wheel.

“To all who wrote thanking us for our contribution and sponsorship, your continued support means the world to us,” says Mothers CEO, Dennis Holloway. “Having played a small part creating a non-stop experience for our fellow F1 fans to enjoy is a huge victory for us. Let’s continue to go racing together,” he added.

Even as they pass the torch, Mothers is looking forward to continuing to be part of America’s racing future. Fans and auto-enthusiasts everywhere should be on the lookout for the next great innovation from the company that paved the way for commercial-free racing with F1’s US broadcaster.

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Adam Sinclair

NHRA, IHRA, Motocross and other forms of motorsports Staff writer
About Me: Adam has been a race fan since the first time he went through the tunnel under the Daytona International Speedway almost 30 years ago. He has had the privilege of travelling to races all across the state of Florida (as well as one race in Ohio), watching nearly everything with a motor compete for fame and glory, as well as participating in various racing schools to get the feel of what racecar drivers go through every week. Adam has spent the last three years covering motorsports for Examiner.com., where he had the opportunity to see the racing world from behind the scenes as well as the grandstands. He invites everyone to follow him on Twitter, Facebook, and Google Plus, and looks forward to sharing his enthusiasm for all things racing with the readers of SpeedwayDigest.com.Be sure to tune in for his weekly sports talk program, Thursday Night Thunder, where he discusses the latest in motorsports news with drivers, crew members, and fans. The show takes place every Thursday at 8:00 pm EST on the Speedway Digest Radio Network.