Emotion, Authenticity and Passion: An Introduction to GT-Motorsport
Published on
by Mara Kottke
GT-Motorsport is a racing platform that creates a direct link between the emotions of motorsport and the real-world universe of brands. The race cars are not futuristic prototypes, but are based on models that people recognize from the road. At the same time, GT-Racing is dynamic, international and full of iconic moments - a stage that not only gives brands visibility, but makes them truly experienceable.
This combination of authenticity, technical fascination and brand relevance makes GT Racing an environment that excites fans, drives manufacturers forward and enables sponsors to tell stories that resonate emotionally while delivering strategic impact.
In this Insight:
What is GT-Motorsport? The Basics
GT stands for Gran Turismo - a term that has represented high‑performance, characterful sports cars for decades, originally developed for demanding long‑distance driving. In motorsport, the term refers to a vehicle category that combines production‑based performance cars with professional racing. This balance between road relevance and racing technology is a central part of its appeal.
The roots of GT-Motorsport date back to the 1950s - a time when iconic sports cars became legends both on the road and on the racetrack. In the 1990s, a new structure emerged: GT1, GT2 and later GT3 introduced greater professionalism and clear regulations. Today, the GT3 class is the global standard - and one of the most attractive motorsport platforms for manufacturers and brands.
Overview of the Vehicle Classes
GT1
The premier GT category in the mid‑2000s. Over time, the class became too expensive, manufacturers withdrew, and the GT1 World Championship was discontinued shortly thereafter.
GT2 / GTE
Featuring smaller engines than GT1, this class was initially widespread but eventually remained primarily at the 24 Hours of Le Mans. The category has since been phased out of active racing and is now mostly of historical significance.
GT3
The core of modern GT racing - international, professional and strongly brand‑driven. It enjoys global popularity and is present across numerous racing series worldwide.
GT4
Entry-level category with reduced costs, ideal for young teams and drivers.
GT cars are production‑based sports cars that undergo extensive modifications for racing - from aerodynamics and performance to safety. At the same time, the so‑called Balance of Performance ensures that different vehicle concepts can compete on a level playing field. This technical equalization creates exciting racing and enables brand diversity at the highest level.
The Most Important GT Racing Series
-
International Series
• FIA World Endurance Championship (WEC) – including the iconic 24 Hours of Le Mans.
• Intercontinental GT Challenge – the global GT3 endurance platform.
• GT World Challenge – one of the most important series for brands and teams. -
National and Regional Series
• ADAC GT Masters – a strong German speaking stage for GT3 racing.
• Nürburgring Endurance Series (NLS) – unique, demanding and iconic. -
Iconic Events
• 24 Hours of Le Mans – myth, history and global impact; close to fans, intense, pure emotion.
• 24 Hours of Spa – a benchmark event and a long standing tradition in GT racing.
The Key Stakeholders in GT Motorsport
For brands such as Porsche, Mercedes‑AMG, BMW, Ferrari and Aston Martin, GT racing is far more than just competition - it is an integral part of their brand identity. Successful GT programmes strengthen a brand’s credibility, innovative power and emotional appeal. At the same time, GT vehicles often serve as technology platforms for product development and customer experience initiatives.
Teams in GT-Motorsport form a diverse ecosystem of factory teams, professional customer teams and ambitious private teams. It is precisely the customer racing model that makes this platform so compelling: with comparatively manageable budgets, brands can achieve meaningful visibility while building a network of partners and drivers.
From factory drivers and seasoned professionals to gentleman drivers - non‑professional racers who compete with personal means and pure passion - GT-Racing brings together a broad range of driver profiles. This mix not only creates economic stability but also gives the sport its distinctive character. For sponsors, it opens up a wide array of activation opportunities and storytelling potential.
Sports Sponsorship in GT Motorsport: Why Brands Love GT-Racing
GT-Motorsport offers brands an authentic environment with a strong emotional fit. Through hospitality offerings and unique track‑side experiences, it enables deep activation, while livestreams, social media content and events significantly boost sponsor visibility.
Possible sponsorship opportunities include classic branding on cars or team apparel, supporting teams or drivers, or partnering with events or racing series. Strong results are especially achieved when there is a high brand fit and a long‑term partnership - but effective sponsorship activation, both at the track and in digital channels, should not be underestimated.
Production‑based vehicles create a natural closeness to consumers.
Brand diversity and distinct technical characteristics foster genuine identification.
Racing is emotional, tight and unpredictable.
Fans experience drivers, teams, and brands in a direct and approachable way.
Conclusion
GT-Motorsport combines brand‑relevant vehicles with emotional racing and a modern sponsorship environment. For brands, this creates a platform that unites proximity, authenticity and strong activation potential - an environment that inspires while also delivering measurable impact. For anyone looking to make their brand truly tangible, GT-Racing offers a stage that provides both: emotion and strategic value.
