Guestia Announces Partnership with BTCC with Independent Champion Árón Taylor-Smith

Guestia, the industry leading guest management platform, has announced a new partnership with 2024 BTCC Independent Champion Árón Taylor-Smith — marking the company’s first move into the British Touring Car Championship.

Guestia is renowned for revolutionising the way brands, agencies and sports teams manage their high-value hospitality and guest experiences and helping organisers to deliver seamless hospitality experiences at world-class events.

Trusted by some of the biggest names in global sport — including multiple Formula 1 teams — Guestia offers an all-in-one platform for guest registration, planning and management as well as real-time on event guest communication via an app. Now, the company is bringing its technology-driven approach to the BTCC, supporting Árón Taylor-Smith for the remaining five races of the 2025 season.

Taylor-Smith, who delivered a record-breaking 2024 campaign with 20 Independent wins and two outright podiums, is the only driver to have scored points in all 30 races last season. Following this dominant performance, he joined the prestigious Toyota Gazoo Racing UK team for 2025 — and now adds Guestia to his list of key partners as he pushes for further success.

Árón Taylor-Smith commented: "I am over the moon to welcome Guestia into my 2025 BTCC campaign. Their support will truly make a difference. The Guestia name is already well established in motorsport, especially in F1 circles, and it's exciting to  bring them into the BTCC paddock. This isn’t just a logo placement — we’re building a programme together focused on unique content, trackside experiences and staff engagement. I can’t wait to show them what the BTCC is all about.”

Eric Solem, CEO of Guestia, said: "As a company, we’re passionate about creating standout experiences — whether that’s at a world-class hospitality suite in Monaco or a grassroots motorsport event. When I met Árón, it was clear we shared a vision for innovation, energy and professionalism and we’re excited to work together this year.”

Árón Taylor-Smith’s 2025 BTCC season with Toyota Gazoo Racing UK is off to a strong and determined start. Transitioning into a full manufacturer-backed drive, he’s shown impressive speed and resilience in the ultra-competitive Corolla GR Sport. Backed by a top-tier team and building on his 2024 Independents’ title, Árón is proving he belongs at the front.

With solid performances and growing momentum, he’s positioned for podiums and continued success in what’s shaping up to be a breakthrough year. The season resumes this weekend at Croft.