Sponsor
Your Own Car.
The corporate sponsorship that actually puts you behind the wheel. Members apply their business livery to their own car, then race it in a sanctioned exhibition weekend on a real circuit. Two-to-three orders of magnitude below the cheapest professional livery — and the only program at any price where the buyer is the driver.
Seat, Not Sticker
The corporate-motorsport sponsorship table is set badly. A logo slot on an F1 car costs $90–110M a year. A NASCAR primary runs $20–30M. A factory IMSA sticker is $1–5M. None of them put the person paying behind the wheel. HPDE lets you drive in plain colors for a club night. Neither is the actual ask.
The Paddock Society builds the missing product: your car, your business livery, real circuits, real exhibition weekends, fully handled. The grid photography is of you in the seat — not a hospitality suite, not a sticker. It is the corporate sponsorship that actually drives.
How It Works
- Bring your car. Members run their own cars on real circuits at Society track days now, building toward the TPS GT Cup when the series comes. HPDE-prepped is enough for the exhibition format — full FARA race-spec build is not required.
- Apply your livery. Design the wrap yourself or hand the brief to the Society's design resources. Replacement panels, decals, and wrap application handled.
- Show up to drive. FARA USA entry fees, scrutineering, paddock credentialing, transport from your garage to the grid, pit support — all on the Society.
- Take the photos and footage home. Pre-race media production, livery photography, in-car telemetry, broadcast clips. Usable for client decks, hospitality, marketing.
What Members Receive
- Livery design + wrap application on the member's race car, refreshed each season
- Bespoke track-day experiences and manufacturer days through the founding year, building toward real exhibition rounds in the TPS GT Cup when the series comes
- Race operations — FARA entry, tech inspection, scrutineering, transport, pit support, paddock credentialing
- Grid photography + broadcast clips of the member's branded car on real circuits, distributed within the founder cohort
- Founder-only paddock access at Society track days and manufacturer days — and, when the TPS GT Cup comes, at the racing
- Replacement panels and consumables handled through Society operations — livery integrity maintained year over year
The Cost Question
Founding membership at The Paddock Society includes the Brand layer as one component of a larger experience — the four ego pillars (Drive, Brand, Access, Network) taken together. The founding rate is by conversation, set in the founder interview, and locks for life.
Standard membership opens in 2027 at $145,000 per year once Cup operations formalize. That number is already two orders of magnitude below the cheapest professional livery in motorsport. Founding membership in 2026 is materially below that, and locks for life. The founding rate is exclusive to the 2026 charter class and never reopens.
Why It Works As Brand
Grid photography of a member's branded car on a real circuit is a marketing asset that doesn't depreciate. It is not a logo on a billboard, not a name on a hospitality tent, not a sponsor decal on someone else's chassis. It is the buyer's brand on a moving race car the buyer drives — photographable, footage-ready, usable in client decks and on the wall in the office for the next thirty years. The corporate sponsor at the top of the pyramid renews every cycle. The founder buys this position once.
The Long Arc
The aim is generational. A founder who lines up their business livery at Road Atlanta in 2026 is on the bodywork for the 2027 class, the 2028 class, and so on. Founder status never expires. Founder rate locks for life. The seat is inheritable — a founder may pass their membership to a child, family member, or chosen successor, seated through the same founder interview at the founder's locked rate. The brand on the car can become the family's, the next operator's, or the next generation of the business's.