An ambitious new phase for motorsport in the United Kingdom has begun, with the Motor Sports Association (MSA) launching a new identity, Motorsport UK, as it transitions from a traditional governance-led association to a modern membership-focused organisation.
The rebrand from the MSA to Motorsport UK signals a shift in the governing body’s emphasis, putting the promotion of the sport and customer service at the forefront of its mission. This represents a fundamental repurposing of the organisation as it seeks to grow the sport and better serve its members.
The new name, Motorsport UK, and the more striking visual identity with its modern typeface and bold colour palette, will make the governing body more identifiable and relevant to new audiences, providing a better platform from which to market and grow the sport.
Motorsport UK’s new strategy aims to build a stronger, more vibrant community across motorsport. The new identity reflects this through four concentric circles to represent four-wheeled action, united across four home nations, with a dynamic design celebrating speed.
The governing body will create a sustainable future for UK motorsport not only by reaching out to new audiences but also by adding value for existing members. The current membership comprises 30,000 competitors, 10,000 marshals, 3200 officials and 720 clubs.
As a first step, Motorsport UK is launching a new member benefits package, with High Street partners offering discounts across a range of accommodation, travel, outdoor clothing and breakdown recovery products. Motorsport UK will also get its members closer to the action through discounts on the most popular motorsport and automotive shows, exhibitions and magazine subscriptions.
Motorsport has a wide range of disciplines, from karting to drag racing and autotests to trials. Many have lacked promotion to new audiences, yet they present a great low-cost way for enthusiasts to enter the sport. As part of the new approach, there will be a promotional focus in each area, with sub-brands such as Karting UK providing a clear focal point for the industry. An important step in this direction has been the creation of the new official British Kart Championships for 2019, launched today on the new kartinguk.org website.
Governance will remain a cornerstone of Motorsport UK’s activities but the organisation will work to recruit and retain members through a more transparent and customer-focused approach to regulations. The governing body will maintain its track record of outstanding management of safe and fair sport; while lowering barriers to entry and enhancing its customers’ ability to enjoy their passion for four-wheel competition.
David Richards CBE, Chairman of Motorsport UK, said: “When I took over as Chairman in January, I outlined my vision of a sustainable future for motorsport in the UK. It’s been a year of hard work behind the scenes as we’ve begun moving towards this goal, and I’m delighted that the first real changes can now be revealed in the shape of our new identity, Motorsport UK. This is the just the start; there are lots of new initiatives in the pipeline, all designed to grow the sport and better meet the needs of our customers and stakeholders. We’re moving forward with a renewed confidence for the future of UK motorsport, and that future starts here.”
Hugh Chambers, the new Chief Executive of Motorsport UK, said: “Becoming Motorsport UK means so much more than a new name and logo. It signals a new chapter in the history of the governing body, marking a clear step change in approach, putting a real focus on our members and the promotion of grassroots motorsport to new audiences. We’re confident that by strengthening our customer service, adopting a more commercial approach and enhancing our marketing capabilities, we can ensure the UK’s world-leading motorsport success story continues well into the future.”
All the governing body’s main channels, from its website and social media accounts to its publications and membership packs, adopt the new Motorsport UK branding from today.