eBay UK partnered with Silverstone to sponsor the Formula One Qatar Airways British Grand Prix, aiming to become the go-to destination for Parts & Accessories and solve a key barrier: a large portion of their audience lacked confidence and know-how to start DIY on their vehicle. The challenge was demystify the apprehension behind car maintenance and prove that with eBay’s tools and community, anyone can get hands-on.
The solution, a multi-faceted partnership with Silverstone including sponsorship of Silverstone Main Stage, an immersive activation bringing to life eBay propositions and engaging content pre, during, post event, designed to help ignite DIY spirit.
As official Main-Stage sponsor, eBay achieved high visibility via naming rights and branding across the circuit. The daily “eBay Parts Race” taught fans how to find Assured Fit parts on eBay in a fun, interactive way.
The immersive eBay Garage, a multi-level experience hosted gamified tech (including a human claw-machine), show-cars, and influencer-led workshops turned education into entertainment. >170,000 spectators engaged with strong dwell time.
The activation was amplified with a robust content strategy across brand, partner channels, and collaboration with leading automotive talent. The “Drive to Silverstone” mini-series—generating millions of impressions and video views.
Results were standout: the partnership helped break British GP attendance records and significantly lifted brand metrics. A survey of hundreds of event attendees revealed unprompted awareness and purchase intent rose >20% and brand consideration >25%. By blending entertainment, innovation and practical guidance, eBay removed the confidence barrier and empowered fans to start DIY.
