Shifting up a gear: How we’re driving digital growth for Motorsport UK
24th February 2026
Roughly a 4 minute read by
Big news. We’re officially on the grid.
We’ve partnered with Motorsport UK, the governing body of four-wheeled motorsport in the UK, to deliver a long-term digital transformation programme, kicking off with a major website refresh.
And like a driver climbing to the top step of the podium, we’re pretty excited about it.
British motorsport in numbers
British motorsport is a global force:
- It’s a £16 billion industry at the heart of UK sport, engineering and innovation.
- It’s home to 9 of the 11 Formula 1 teams.
- More than 100,000 people form part of the Motorsport UK community, supported by over 600 affiliated clubs.
- 3,500+ events take place across the country each year, from grassroots competitions to world-class championships.
- A record-breaking 500,000 fans attended the 2025 British Grand Prix.
- Almost 40% of UK adults now identify as motorsport fans.
But as Motorsport UK’s Vision 2030 makes clear, visibility alone is not enough; awareness doesn’t automatically mean participation.
The real opportunity lies in closing this gap. And that’s where digital comes in.
A new digital experience for fans and members
Following our winning pitch, Motorsport UK appointed us to develop a refreshed website that better communicates its role, values and opportunities while making it easier for more people to get involved, more often.
At its core, the ambition is simple: retain current members, re-engage those who’ve stepped away, and open the door to the next generation of competitors, volunteers and fans.
In practical terms, we’re delivering:
- A central focus on fans and members
- A modernised, intuitive experience
- Clearer, more compelling content
- Improved accessibility across every journey
This refresh lays the foundations for a broader digital ecosystem that can evolve with the sport itself and support its long-term growth ambitions.
It’s an exciting time as we work to ensure our platforms reflect who we are, what we stand for and where the sport is heading. Working with Engage allows us to create a more engaging, accessible and member-focused experience that celebrates our heritage while opening the door to new participants, volunteers and fans.
Polly Dedman, Motorsport UK
Marketing Director
Hitting the ground racing
We recently visited Motorsport UK’s HQ at the iconic Bicester Heritage site to align on the next phase of the programme and immerse ourselves in the organisation behind the sport.
Surrounded by decades of racing history, including a wall of helmets worn by legendary UK drivers, it was a powerful reminder of the heritage we’re helping to evolve.
As motorsport fans ourselves, it felt like the perfect place to kick off a partnership focused on shaping a digital experience that brings more people into the sport.
Motorsport UK plays a vital role in supporting grassroots clubs and volunteers while shaping the future of the sport, and we’re excited to help translate that mission into a more engaging, audience-focused digital experience.
Dom Mernock, Engage
Commercial Director
Why sports brands choose Engage
How people discover, follow and engage with sport is evolving.
Attention is fragmented across platforms. Participation is increasingly interactive. Younger audiences expect flexible, digital-first experiences that fit around their lives.
We understand these shifts because we work with the organisations facing them.
From gamified activations and interactive content to scalable digital ecosystems and member-first platforms, we help sporting brands capture attention, and turn that into meaningful engagement.
If you’d like to explore how we can help your organisation do the same, get in touch. We’d love to chat.