33. Robin Fenwick

Robin Fenwick has extensive experience in sports marketing having worked at the global sports marketing agency Octagon, in-house with the McLaren Formula 1 team on the title sponsor account and at Hilton Hotels, where he served as Head of Sponsorship before founding Right Formula in 2009.

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Robin boasts a number of big brands in his roster such as SAP, Pirelli, Epson, Logitech, Hilton, Sky Sports, Red Bull, Mahle, and Acronis.

Robin Fenwick commented:

In addition, there are two areas that are not typically maximised in a brand’s sponsorship programme; exploring F1 Business to Business opportunities and Internal Communication. Given the years of experience we have in the industry and the relationships various members of our team hold, we try to set up structured B2B meetings at or around the race circuits to explore mutually beneficial opportunities; this isn’t anything new but is often overlooked and if conducted in the right way can justify the entire partnership with one B2B success.

We realize that business won’t simply be generated because two corporations have a Formula 1 association, however, given the volume of C-Level executives attending Grands Prix in a relaxed environment, the chances of a deal being done is far greater than would ordinarily be possible if a member of the Sales team called someone in a Procurement Department.

Ensuring that all employees are touched and motivated by their company’s Formula 1 partnership is equally important and if used correctly it can ensure that a sponsorship achieves its full potential and significantly improves productivity within certain departments… either by providing tiered incentives or by taking the intelligence out of Formula 1 and using it to best effect within their respective companies. This not only refers to revenue being generated but also cost savings”, Robin notes.

Like any successful sport, the sponsorship marketplace is crowded and brands need to implement an activity that sets them apart from the rest. It appears Right Formula is doing just that as they help blue chips brands involved in Formula 1 achieve their goals, and in turn, build their own reputation as a company that truly delivers.