Motorsport is a community that trusts insiders, but winning business in it rarely comes from a cold call.
Kingfisher Insurance, a UK specialist broker, has announced an exclusive multi-year partnership with Greenlight Television to become UK Presenting Partner of Motorsport Mundial, the long-running motorsport magazine programme broadcast on ITV4 and streamed via ITVX. The deal also includes a co-produced digital series, “Crashing is Part of the Game,” available on YouTube, which will profile motorsport participants and teams alongside their insurance needs.
The partnership is the latest in a series of investments Kingfisher has made to embed itself in the UK motorsport community. Earlier this year, the broker renewed its headline sponsorship of the 2026 English Rally Championship through its Reis Motorsport Insurance brand, extending a partnership with the British Trials and Rally Drivers Association that has run for several years. The Motorsport Mundial deal adds television reach to what has been, until now, primarily a championship sponsorship and product-led strategy.
Content over advertising
The format of the Motorsport Mundial deal sets it apart from a standard championship sponsorship. A presenting partnership on an established international programme, rather than a standard advertising slot, carries different weight in a community where credibility accumulates slowly. The co-produced digital series takes that further: a YouTube series built around participant stories does what a banner ad cannot, demonstrating sector knowledge rather than simply asserting it.
The approach mirrors a pattern visible across UK broking more broadly. Howden has built one of the most extensive sports partnership portfolios in the market, spanning the British and Irish Lions, Ascot Racecourse, the Lawn Tennis Association, and, as of 2026, the Goodwood Festival of Speed, where it serves as exclusive official insurance partner.
In April 2025, Howden formalised a three-year partnership with the LTA, extending a relationship it had held as the LTA’s official insurance broker for nearly two decades. Carole Nash, the motorcycle insurance specialist, signed as exclusive official insurance partner of the British Superbike Championship for the 2026 season.
Why sport works for specialist brokers
Specialist brokers serve communities, rather than mass markets. Those communities have their own culture, events, and media. Championship sponsorships and programme partnerships put a broker’s name in front of the people most likely to need its products, in the context where those people are most engaged. The Motorsport Mundial audience, which spans grassroots competitors, team staff, and sector professionals, is precisely the group Kingfisher is trying to reach. A presenting partnership on a long-running programme carries different weight than a digital display campaign.
The new digital series element is also a signal of how broker content strategy is evolving. Telling participant stories is a way of demonstrating understanding of the risks motorsport people actually face without the register of a product brochure. That kind of content is increasingly how specialist brokers compete for trust in tight-knit sectors.
Kingfisher also holds a new Master Road Section Top-Up insurance policy launched earlier this year with Motorsport UK, meaning the Greenlight partnership sits alongside product development, championship sponsorship, and television presence as part of a co-ordinated sector strategy rather than a standalone marketing decision.
