BDO USA Enters Motorsports Sponsorship to Target Client Engagement
Event summary
- BDO USA has become an official partner of Juncos Hollinger Racing and INDY NXT driver Alexander Koreiba for the 2026 season.
- The sponsorship includes branding on Koreiba’s No. 75 car and opportunities for BDO to host clients and guests at race events.
- BDO is expanding its motorsport sponsorship portfolio to include open-wheel racing.
- Juncos Hollinger Racing has a history of success, including two INDY NXT championships and five Indy Pro 2000 titles.
The big picture
BDO's move into motorsports sponsorship represents a strategic shift towards experiential marketing and client engagement, moving beyond traditional advertising. This aligns with a broader trend among professional services firms seeking to differentiate themselves and build stronger relationships with clients in high-stakes environments. The partnership with a rising driver like Alexander Koreiba offers BDO exposure to a younger, digitally-engaged audience.
What we're watching
- Client Acquisition
- The effectiveness of this sponsorship in generating new client leads for BDO will be a key indicator of its ROI, particularly given the relatively high cost of motorsports marketing.
- Brand Perception
- Whether BDO can successfully associate its brand with the high-performance image of motorsports, and whether this resonates with its target client base, remains to be seen.
- Competitive Response
- Other accounting and advisory firms may follow suit, increasing competition for sponsorship opportunities within the motorsports space.
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