Every year, the same line comes back in your budget: offsite, team building, works council (CSE) activities. It is approved, it is spent, and six months later nobody remembers the hotel meeting room or the sticky-note workshop. Money is not the problem, it is already there. The problem is the return on that spending: what it leaves behind in the teams, what content it produces, what it brings back to your brand.
1. The budget already exists: you move it, you do not increase it
The first objection from a finance director is automatic: "we have no sponsorship line". That is correct, and it is beside the point. A track day is not funded from a new budget line: it is funded from the cohesion budget, the offsite line, the team-building allocation or the works council (CSE) activities budget. Allocations that have already been approved and already spent.
In other words: you are buying what you would have bought anyway. The difference lies in what you get on top for the same amount, brand visibility across a full season, usable video content, and a commitment you can tell your teams and your clients about.
The project behind this day is that of Jaden Beye, 15 years old, a driver from Chartres racing under an ASK Rouen licence, competing in 2026 in KZ (gearbox karting) over 20 races with the Matec Competition team, run by Didier Blot, who guided Pierre Gasly and Esteban Ocon before Formula 1. The objective: consistent top 5 finishes and, above all, the KZ2 World Cup, at Le Mans Karting International from 17 to 20 September 2026, the category's benchmark world event, organised under the authority of the Fédération Internationale de l'Automobile. This is not a regional field: it is an FIA-sanctioned world championship, and that is what sets this platform apart from most of the sports projects that land on your desk. In 2027, the path moves up to Formula 4 (FFSA Academy, single-seater). The full details of the 2026 season are online.
2. What the track day actually consists of
This is not a public-rate kart hire with a timing screen on the wall, but a structured, supervised and documented event.
- Exclusive use of the track: the circuit is yours. No shared slots, no waiting between two sessions, no members of the public.
- Karts and supervision: equipment provided, safety briefing, technical supervision throughout the day.
- Coaching by Jaden Beye: the driver works with your teams and explains racing lines, braking and race management. That is the difference between driving a kart and learning to race.
- Standings and prize giving: timing, official classification, podium. Competition gives the day its structure and creates the internal story that stays.
- Branded photo and video package: filmed on site, edited in your brand's colours, delivered to the partner. You leave with a communication asset, not only with memories.
The point communication managers grasp immediately: the day produces content. Co-branded photos and video feed into internal communications, social media, the careers page and the client newsletter. A conventional offsite produces a write-up; a track day produces images that your teams share of their own accord.
3. Two formats: employees or client relations
Employee format, internal cohesion
The day is designed as a team competition: departments are mixed, hierarchies are set aside, the intern can beat the sales director, and that is precisely the point. Jaden's coaching puts everyone on the same footing at the start: nobody is an expert, everybody improves. The prize giving ends the day with a shared moment, and establishes a fixture that teams ask for again the following year.
Client relations format, paddock immersion
The second format shifts the audience: strategic clients, key-account prospects, distribution partners. Paddock immersion takes them behind the scenes of a race team, equipment, set-up, preparation, the pace of a race weekend. Then they drive.
It is an invitation unlike any other. A business lunch is forgotten; a day on which your client drove, was timed and stood on a podium with your brand behind them is not. Hospitality packages on race weekends complete the arrangement, and the details appear in the partner pack.
4. Why it outperforms a conventional offsite
The comparison is not emotional, it is an accounting one. For an equivalent budget, here is what each option actually produces.
| Criterion | Conventional offsite / team building | Track day |
|---|---|---|
| Recall among the teams | Low, a format everyone has already seen | High, an experience that cannot be reproduced in-house |
| Content obtained | A write-up, a few photos | Branded photo and video package, delivered fully edited |
| Brand visibility after the event | None | Livery, race suit, official materials across the whole season |
| Usable for client relations | Rarely | Yes, dedicated format with paddock immersion |
| Tax treatment | Operating expense | Deductible expense plus recoverable VAT (sponsorship), or a tax reduction equal to 60 % of the donation (patronage), under French tax law |
| CSR dimension | None | Support for a young French athlete on his way to single-seaters |
The last row often settles the decision at management committee level. Backing a 15-year-old driver who is building a path towards Formula 4 is a concrete and verifiable commitment: it can be explained to teams and clients alike, and it can be documented in an activity report. Unlike many CSR initiatives, it has a calendar, measurable results and a face.
5. The tax framework: sponsorship or patronage, not both
This is the point where approximation is not an option, and the first thing your accountant will check. Two regimes exist under French tax law, and they cannot be combined on the same payment.
Sponsorship, the regime that applies to the track day
Sponsorship is a commercial service. The JB Racing association invoices you for a visibility and services package, and you receive full commercial consideration in return: logo on the livery, track day, hospitality, content. For tax purposes, the expense is a deductible expense against taxable profit, with recoverable VAT, on presentation of an invoice.
This is the regime that applies as soon as you receive a track day: as a commercial consideration of significant value, it automatically rules out the patronage regime.
Patronage (article 238 bis of the French General Tax Code, CGI), for a donation without equivalent consideration
For companies taxed in France, patronage gives entitlement to a tax reduction equal to 60 % of the donation amount, and not to 60 % of your tax bill, capped at €20,000 or 5 per thousand of annual turnover excluding VAT, whichever of the two amounts is higher, with a possible carry-forward over five years. In practice, a €1,000 donation actually costs the company €400, backed by a tax receipt (Cerfa form).
The trade-off is that patronage allows only symbolic considerations, whose value must not exceed 25 % of the donation: a mention, a logo in the list of patrons, an occasional invitation. An exclusive track day does not fall into that category. The choice between the two schemes is developed in our article Sponsorship or patronage: which scheme to choose, and the 60 % mechanism in Corporate patronage and motorsport.
Depending on the option chosen, JB Racing, a French non-profit association under the 1901 law whose registered office is at 9 rue des Colonnes, 75002 Paris, France, issues the corresponding document: contract, invoice or tax receipt.
6. How the track day fits into the partnership
The track day is not sold on its own: it is built into the sponsorship packages. You are therefore not paying for a standalone event service, you are funding a racing season, and the track day is one of the considerations you receive in return.
| Package | Amount | Track component included | Main visibility |
|---|---|---|---|
| Main Partner | From €30,000 | Exclusive track day, 15 people, plus hospitality on 3 race weekends | Project naming rights, dominant livery, race suit, helmet, presence on the F4 single-seater in 2027 |
| Major Partner | €15,000 to €30,000 | Track day, 8 people, plus hospitality on 2 race weekends | Logo on the livery and the race suit, official materials, dedicated content |
| Associate Partner | €6,000 to €15,000 | Supervised track session plus 1 race weekend | Placement on the livery or the race suit, regular mentions |
| Supporting Partner | €2,000 to €6,000 | Two-seater passenger ride, 2 people | Dedicated placement on the livery, mention in the partner list |
Two complementary routes exist without a budget. The Visibility Partner is based on a pure exchange: your brand appears on the livery and the race suit, you relay the project to your audience, zero euros committed. The Technical Partner supplies goods or services, tyres, equipment, transport, accommodation, printing, physical conditioning, accounting, with visibility proportionate to the value contributed: it does not bring money into the project, it saves the project money.
Continuity from 2026 to 2027
A decisive point for an executive who thinks beyond the current financial year: your logo runs from 2026 and follows Jaden onto the single-seater in 2027, in Formula 4. You are not buying an isolated season, you are joining a career path, Formula 4 in 2027, Formula 3 in 2028, then F2 and F1. The figures involved are public: €105,000 for the 2026 season in KZ, €300,000 for the 2027 season in Formula 4, set out in detail in Sponsoring a Formula 4 driver. The project's current partners are AUTOROOM and CAKEPRO, listed on the partners page.
Frequently asked questions
Can a track day be funded from the works council (CSE) budget?
Yes. It falls under social and cultural activities in the same way as an offsite or a company outing. You are not creating a budget line: you are reallocating a cohesion, team-building or activities allocation that has already been approved. The invoice is issued by the JB Racing association.
Does the track day give entitlement to the 60 % tax reduction?
No. A track day is a commercial consideration of significant value: it falls under sponsorship, not patronage. The tax treatment is then that of a deductible expense against taxable profit with recoverable VAT. The tax reduction equal to 60 % of the donation amount (article 238 bis of the French General Tax Code) applies to patronage, which only allows symbolic considerations worth 25 % of the donation or less.
How many people can take part?
It depends on the package chosen: 15 people for the Main Partner on an exclusive day, 8 people for the Major Partner, a supervised session for the Associate Partner, a two-seater passenger ride for 2 people for the Supporting Partner.
Is karting experience required to take part?
No. The day is supervised and Jaden Beye provides the coaching: briefing, racing lines, braking, race management. Beginners improve over the course of the day, which is precisely the point of the format internally, nobody starts with an advantage.
What is actually left after the day?
A branded photo and video package, edited and handed over to the partner, usable in internal and external communication. On top of that comes the season visibility set out in the contract: livery, race suit, official materials, mentions, and the exposure review or report depending on the package.
Which document does the company receive?
A contract, an invoice or a tax receipt depending on the option chosen, issued by JB Racing, a French non-profit association under the 1901 law whose registered office is located at 9 rue des Colonnes, 75002 Paris, France. The structure and the way it operates are detailed in this article devoted to the association.
Taking action
If an offsite line or a works council allocation is already budgeted for the financial year, the decision comes down to one question: for the same spend, would you rather have a day forgotten within three weeks, or a track day that produces content, visibility across a full season and a CSR commitment you can defend in committee? The partner pack sets out the tiers, the considerations and the tax framework of each option, and the why sponsor Jaden Beye page summarises the case. To build a proposal matched to your budget and your dates, write to contact@jadenbeye.fr, call +33 7 80 91 12 20, or use the contact form.
Press & media: interviews, high-definition visuals, accreditation and press kit on request: contact@jadenbeye.fr · +33 7 80 91 12 20.