Viva Energy Signposts Tight Focus for Shell-DJR Deal as Commercial Pressures Mount

Viva Energy’s sponsorship leadership has highlighted the evolving commercial rigour behind its long-standing multi-million dollar motorsport portfolio, confirming that tighter internal budgets are driving a more selective approach to brand alignment.

Speaking in an interview published last week ahead of the annual Women in Sport Summit, Viva Energy- sponsorship manager, Liza Shaw, detailed how the fuel licensee evaluated its multi-decade agreement with Supercars powerhouse Dick Johnson Racing (DJR).

The partnership—spanning nearly 60 years under the iconic Shell V-Power banner—stands as one of the longest continuous corporate sponsorships in Australian sporting history, trailing only the historic union between Ford and the Geelong Cats.

However, speaking with Ministry of Sport CEO and founder, Ben Parsons, Shaw revealed that commercial negotiations surrounding the deal have shifted significantly as macroeconomic factors constrain corporate marketing spend.

“It used to be easier than what it is now.”

“Obviously funds are more tightly controlled, and I guess for all brands, so it’s a robust conversation between both of us.

“It’s got to also work for both parties,” Shaw stated regarding contract renegotiations.

Beyond exposure on the track, the commercial justification rests on direct product integration and cross-departmental utility. Shell utilises its global Supercars footprint as an R&D testbed for consumer performance fuels, leveraging DJR assets across client entertainment, prospective B2B growth, and internal workplace health and safety programs.

“When we’re looking at sponsorship, it’s got to align with our business objectives and what we’re trying to achieve.”

“We don’t take too many sponsorships on anymore as a business because we’ve got focus in other areas,” Shaw added.

Addressing the broader workforce shifts within Supercars, Shaw highlighted that while operational and commercial leadership across teams has reached approximately 50 per cent female representation, structural changes are continuing to take shape across engineering and governance.

The Women in Sport Summit runs from 19–22 October 2026 at Adelaide Oval, with the Leadership Summit taking place on Wednesday 21 October. Secure a ticket here now!!!