Romain Grosjean in his DNSFilter race suit beside the number 28 DNSFilter IndyCar

DNSFilter & Andretti Autosport

Building a North American motorsport programme for DNSFilter, combining sponsorship strategy, rights negotiation and activation with a complete brand transformation.

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Client: DNSFilter
Partnerships: Andretti Autosport in the IndyCar Series and Jamie Chadwick in Indy NXT
Market: North America

Case study · Strategy, negotiation and brand

Overview

DNSFilter wanted to stand out in a competitive cybersecurity market, generate B2B leads and evolve its brand. We brought sponsorship and brand development together in one coordinated programme.

We developed a motorsport strategy focused on North American audiences, negotiating an Andretti Autosport partnership with rights and assets designed for use at races, trade shows and business events.

The programme also included Jamie Chadwick in Indy NXT, extending DNSFilter’s support across male and female racing talent. Car branding, guest access, meet-and-greets and driver appearances created further opportunities to engage customers and prospects.

Alongside the sponsorship, we developed a new visual identity and messaging platform, rolled out across the business to give DNSFilter a distinctive, consistent presence on and off the track.

Jamie Chadwick in her DNSFilter-branded Indy NXT race suit — Jamie Chadwick, Indy NXT.

What our client says

What DNSFilter says about working with Sebadore

What we delivered

Sponsorship strategy
We worked with DNSFilter’s leadership team to build a motorsport strategy focused on brand visibility and B2B lead generation.
Rights negotiation
We led negotiations with Andretti Autosport, securing rights and assets aligned with DNSFilter’s marketing objectives.
Activation planning
We mapped partnership assets to a calendar of race weekends, trade shows, content and guest experiences.
Partnership management
We coordinated DNSFilter’s internal team and Andretti Autosport, managing day-to-day activity and the delivery of sponsorship rights.
Brand transformation
We developed a new visual identity and messaging platform, giving DNSFilter a distinctive presence across its business and sponsorship.
Content creation
We produced brand films that connected DNSFilter’s story with its motorsport partnership.