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SBJ Atlas: DHL finds comfort zone in motorsports

By Michael Cupello

DHL has found synergies with a number of globe-trotting racing series, which often require quick turnarounds and shipping to countries all over the map. DHL is the global logistics partner for top-tier racing circuits like F1, MotoGP and Formula E, as well as Andretti Autosport in IndyCar.

DHL has been an official sponsor of F1 dating back to '04 (a deal extended last year), and the company made its way to Hard Rock Stadium for this week’s inaugural Crypto.com Miami GP to deliver around 1,400 tons of freight. DHL also will activate during the race with signage and present “Fastest Pit Stop” and “Fastest Lap” awards after the race. Later this month, look for DHL to have its branding on Romain Grosjean’s No. 28 for the Indy 500 on May 29.

Beyond the track, DHL also serves as official logistics provider for the likes of Manchester United, the World Rugby Sevens Series, ESL One series in esports and Indian Premier League’s Mumbai Indians.

Head to SBJ Atlas to learn more about how brands interact with top sports leagues across the world.

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