The automotive event space has recently gained significant traction, with almost 4,000 motorsport events taking place in the UK each year. From a record-breaking attendance rate of 564,000 spectators at the British Grand Prix at Silverstone, to approximately 200,000 visitors at Goodwood’s Festival of Speed, the automotive market has successfully expanded its reach to new audiences. Ranking Formula One in their top five most popular sports, Gen Z are fuelling this transition in which the motors aren’t the only element taking centre stage at automotive events, but the marketing strategy behind it too.
This continuous increase in popularity is the driving force behind brands securing their space at the top car events across the country. Implementing brand activations, pop-up experiences, vehicle showcases and more, everyone is looking to capitalise on the newfound reach of motorsport spectacles, steering their marketing momentum in a new direction.
Showplace has extensive experience providing space solutions for automotive events, bringing motor brands’ visions to life to create a tangible experience for their audience:
New Automotive pop-OUT for 2026
Our pop-OUT structures in partnership with beMatrix are the ideal solution for any motorsport event. Whether you are looking to create a mobile showroom or a hospitality lounge at the side of the race track, the pop-OUT customisation options are endless. Utilising a double layer floor, pop-OUT is strong enough to carry a car, and through the addition of glass panels and bespoke lighting, can be transformed into a motor masterclass space.
Aston Martin at the Belgium Grand Prix
Aston Martin’s space solution was comprised of a 12m structure to create an open environment to promote their partnership with Red Bull racing, whilst showcasing their supercars amongst the action of the Belgium Grand Prix. Featuring specialist lighting and a custom branded sign, the bespoke details allowed their structure to stand out from the crowd.
Adrian Flux at Silverstone Festival
Acting as the official vehicle insurance partner for Silverstone Festival, Adrian Flux sought to capture the attention of attendees with a decking display zone in collaboration with Brundle Motorsport. Utilising three 5m structures with domed roofs, Adrian Flux’s space provided the perfect backdrop to promote their insurance offerings, as well as space to host guest speakers and podcast professionals to discuss all things racing.
Liquimoly at Japfest
Travelling to a variety of motorsport events across the UK, Liquimoly frequently utilise our 7m Hawk trailer to promote their motor oil products. From the Scottish Festival of Motoring and Japfest to Ford Fair and Drive Tribe Live, their exhibition trailer stands out with bold shades of blue within their tension fabric graphics and integrated flags, acting as a portable display for all of their events.
Flexis at Fleet and Mobility Live
Debuting their new Step-In Van, Flexis used an exhibition stand as the base for a new product launch, showcasing their latest electric vehicle at a key industry event. Crafting a space that highlighted Flexis’ innovative approach to the EV market, the stand featured vibrant blue tension fabric graphics and striking light boxes to create an inviting space to welcome attendees.
The automotive event space is evolving at a rapid pace, determined by increasing expectations from young and upcoming generations to deliver more than just a track-side experience.
For more information about Showplace’s space solutions, email sales@showplace.co.uk or call 01789 262701 to find out how we can transform your ideas into reality for your next motorsport event.
Speak to us about your next project. We help bring your ideas to life – designing, building and delivering impactful marketing solutions.
