Motorsport UK: A new name and identity to mark the start of a new journey

Following years of declining membership Motorsport UK, formerly the Motor Sports Association (MSA), were looking to transition from a traditional and governance-led association to a modern, membership-focused champion for the sport. Together, we put members back at the heart of Motorsport UK through a bold strategic positioning and dynamic brand identity. Insight Although motorsport in the UK is a success story, grass-roots members who contest the bulk of the sport often feel overshadowed by a small number of high-profile, elite professionals. This new strategy aims to build a stronger, more vibrant community across the whole of motorsport in the UK by putting the focus back on members. Ideas We wanted to create a brand that could inspire and bring together people from all walks of life who share a deep passion for cars, speed, sport and the extraordinary, adrenaline-fuelled fun that can be had on four wheels! By tapping into the bold vernacular of motorsport design over the last five decades to create a brand look and feel that brings to life the passion of the motorsport community, rbl were able to unite members, channel their pride in the UK’s shared motorsport heritage and harness their power to fuel the sport. Impact The new brand identity has been rolled out across Motorsport UK’s digital properties, member communications and event experiences. As part of a wider programme the brand has helped to transform the fortunes of Motorsport UK.