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In 2023 Max and the Graves Motorsport team will take on a new championship supporting the BTCC at six events during the year.  Max will also race for the Dragon Sport team in the British Endurance Championship in the Opel Astra TCR.


The British Touring Car Championship (BTCC) and it’s supporting race series form the UK’s premier motorsport package. The events package exciting brand values with a loyal, passionate and expansive fan base, both trackside and via unparalleled live free-to-air TVcoverage.

We offer year-long, nationwide, commercial & communication opportunities on a platform targeting the ABC1 socio-economic group as well as co-sponsors within the team & the BTCC group of racing series.

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The MINI Challenge UK supports the BTCC at seven events across the country. The single-make championship uses the current F56 MINI JCWas a base car which creates close racing and the natural stepping stone to the BTCC whilst sharing in its marketing prowess.

The MINI CHALLENGE is a highly respected, ultra-competitive & exciting to watch allowing sponsoring brands to use motorsport as an integral part of a marketing campaign. A branded car and driver are powerful commercial assets that can be used across a variety of channels to communicate brand values, drive sales and deliver an ROI.

Max Coates - Donington Park - MINI CHALLENGE - credit Jakob Ebrey Photography (29).jpg

The Driver - taking it to the Max

Max Coates is a champion and multiple-race winner in the MINI CHALLENGE UK and other race series.


He is a popular driver in the British Touring Car Championship and club racing paddocks. At 28 years-old Max has 20 years of racing experience. In 2021Max completed his second season of MINI CHALLENGE racing in which he won twice including an epic season finale on his way to claiming the graduate championship.

A proud Yorkshireman, Max holds a 1st Class SportsMarketing Degree & is a director of a Marketing Agency &Motorsports Event Company. With over 25,000 social media followers reaching in excess of 2 million people per year Max is a personable, marketable, and engaging brand ambassador.

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The BTCC is one of the best-loved, most illustrious & famous motorracing championships in the world.

Key to the BTCC’s enduring success is the potential for independently-run teams to face off against major manufacturers. The consistently close competition is a testament to the carefully formulated sporting & technical regulations, allowing all entrants to experience success regardless of car make or engineering philosophy.

From 2022 BTCC's organising group, TOCA, has taken the opportunity to introduce hybrid technology into the series.

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  “He has become a role model for younger people with career aspirations and also an  

  excellent ambassador for the sport and the sponsors/brands associated with him.  

  His media skills and approachable nature with the public mean he’s been able to build a following that  

  many drivers in higher levels of the sport would kill for.”  


Max Coates - Donington Park - MINI CHALLENGE - credit Jakob Ebrey Photography (34).jpg


Graves Motorsport is managed by brothers David & Karl. Formed in 2015, the family hobby soon turned into a business. Karl was the founder of a successful global provider of digital workplace & enterprise mobility services. This commercial background is paramount to the team's success & future plans, delivering ROI for partners both on & off the circuit.

After winning the Production BMW Championship in 2018/19 the team's focus switched to the MINI CHALLENGE UK. In 2020'Graves' entered the Cooper Class scoring multiple podium finishes. 2021 saw their graduation to MINI's flagship JCWseries which saw numerous pole & podium positions, wins, the graduate championship & an award for the 'Best Presented Team'.

With an expanded squad for 2022, the team aims to add the drivers & teams titles to their accolades before their move to the British Touring Car Championship in 2023.


  “The advertising space on the front or side of a BTCC car carries an awful lot of weight.  

We believe the return on investment is two or three for one without a shadow of doubt.” 



The BTCC - 'Fan'-tastic commercial appeal

The BTCC & MINI CHALLENGE receive unrivaled TVcoverage with 8 hours live broadcasting per event on ITV4.

This in addition to live-streaming via, a 60-minute highlight programme, and a 2-hour end-of-season review. Plus global coverage in the USA, Canada, China, India, Australia and others.

The BTCC is one of the UK’s top sporting attractions outright with crowd numbers that go toe-to-toe with some of those seen in football’s Premier League. Over the course of a BTCCweekend, supporters are offered an unforgettable experience through official autograph sessions and other events organised by teams and sponsors. Each race event is publicised through a range of media channels.

  • 19.5 million UK TV audience

  • 400,000 2019 ticket sales

  • 1 billion Worldwide TV viewing figure

  • £4 million B2B partner sales

  • 85% Spectators that earn £30,000+

  • 24.7% Female audience

  • 1 in 3 fans prefer a sponsors product

Max Coates - Croft Circuit - MINI CHALLENGE - credit High Row Marketing (2).jpeg


The MINI CHALLENGE hospitality unit is present at each race event. A dedicated host will ensure VIP guests are in a home-from-home environment alongside other key decision-makers.

Being part of Graves Motorsport on race day gives access to exclusive behind-the-scenes tours as well as Q&A sessions with the team & drivers.

Team partners have spent in excess of £4 million with each other since the start of the 2016 season.

Activation - at the track
Max Coates - Croft Circuit - MINI CHALLENGE - credit Jakob Ebrey Photography (5).jpg


RACE DAY: Partners can engage with racing fans via the pitlane walkabout session or a trade stand at each event. There is a variety of opportunities to sell and sample products, run competitions, and capture consumer data.

VIP EXPERIENCE DAYS: Our VIP Experience Days and karting events allow your staff and customers to enjoy the thrill of driving a racing car first hand and provide an opportunity to spend time with key contacts.

TRADE EVENTS: Max, the car, and his racing simulator are available to attend events, trade shows, and product launches to increase footfall and create excitement.

SOCIAL MEDIA: Max’s social media content ensures that sponsors are given exposure through his channels. Imagery and press releases are made available around each race event. Max is well known to regional TV crews, radio stations, and media publications enabling sponsors to create captivating stories and content using Max and the team.

Max Coates Media Day 2020 - Niamh Clement -credit Kev Hutch (4).JPG
Activation - away from the track
Max Coates - Knockhill - MINI CHALLENGE - credit Jakob Ebrey Photography (13).jpg

Calendar - widespread national appeal

The 2022 MINI CHALLENGE UK seven-event, 20-racecalendar spans the length & breadth of Britain toensure the best trackside experience reaches thegreatest possible number of spectators. Partnershipscan be activated locally, regionally and on a nationalscale throughout the year.

Round     Circuit                            Date                             Location
1              Donington Park             24-25 April                   Derbyshire
2              Brands Hatch Indy        14-15 May                    Kent
3              Oulton Park                   11-12 June                  Cheshire
4              Knockhill                        30-31 July                   Fife, Scotland
5              Snetterton                     13-14 August               Norfolk
6              Silverstone                     24-25 September       Northamptonshire
7              Brands Hatch GP          08-09 October            Kent

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Contact - let's get on track

To discuss sponsorship and marketing options further please use the contact page or fill in the form below.

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