Racing Revs Up With Embroidered Patches

Embroidered patches are synonymous with automobile racing. When the phrase “race car driver” is mentioned, the image of a handsome young man or (or woman, kudos to Danica Patrick and other female drivers) wearing a racing coverall emblazoned with a wide variety of color patches immediately comes to mind.

Race car drivers are easily recognizable by the embroidered patches on their coveralls, each promoting a different team sponsor.

Automobile racing, be it NASCAR, IndyCar, Formula 1 or other types, is an expensive sport and racing teams rely on company sponsorship to help defray the costs. Sponsors in turn are looking for exposure, and in addition to signage/decals on the team’s racing car, the driver’s protective racing suit is a valuable property for displaying the sponsoring company’s name. The size and placement of the embroidered patch is in directly relation to the amount of sponsorship dollars. Much like the hood of the car is highly visible during televised races, the upper chest and even collar of a driver’s racing suit is considered prime placement for a sponsor’s name.

This area is prominently featured in any headshot photos of the driver and is also on display during pre- and post-race televised interviews, providing valuable publicity for the sponsoring company and its products. But every square inch of the racing suit is available for sponsorship and patch display, including the back, sleeves and even legs.

Every square inch of a driver’s suit can be used to display the embroidered emblem of race team sponsors.

In recent years, sponsorship opportunities have greatly expanded with the popularity of NASCAR racing. In addition to traditional automotive-related products (car companies, gas & oil manufacturers, car parts and tires, etc.) and male-dominated companies (Home Depot, Old Spice, Viagara) racing sponsors now include such non-traditional products as candy companies, cereal manufacturers, soap producers, even the Coates & Clark sewing thread company.

Embroidered patches to denote sponsors have the distinct advantage of flexibility. Companies frequently shift sponsorship funds and patches can be easily added or removed, or even shifted to a more- or less prominent place on the driver’s uniform.

This publicity headshot of NASCAR driver Kyle Busch shows how patches are prominent in the image, even the neck tab of the suit is used to promote a sponsor.

Patch covered racing suits, once the sole territory of drivers, have been expanded as companies look to maximize the effect of their sponsorship dollars. Drivers pit crews are now wearing sponsor’s patches on their coveralls and other members of the racing team and even the driver’s wives can be seen wearing patch covered clothing.

To learn more about embroidered patches and how you can promote your company, brand or product, visit