Inside Formula 1: Business. Lifestyle. Power.
D(r)iving into the abyss
As we are over the end of the Formula 1 season, some parts of Formula 1 are looking to wind down, but not the commercial teams. Whether they are in-house for a team or an agency brokering deals for brands and…
Securing a sponsorship deal: Finding out what’s important
Annually for the past three years, the British Racing Drivers Club (BRDC) has invited me to deliver a training course on the topic of sponsorship acquisition. The audience has mainly included drivers from the Club’s Superstar and Rising Star programmes,…
F1 teams left behind
F1 Teams left behind. The past months have been tough on Formula 1’s reputation. It seemed every piece of news about the sport included some mention of a ‘crisis’. The reality is that the sport isn’t in a crisis, but…
Sponsorship acquisition – what’s going wrong?
Here we are already over the halfway point of the season. Thankfully, the Hungarian Grand Prix provided a glimpse of what Formula 1 is capable of delivering when everything comes together. Let’s just hope for the same degree of unpredictability…
Five Ways To… supercharge your F1 sponsorship
This month we at Paddock magazine have looked at some of the less-talked-about opportunities for sponsors in Formula 1 and why they should be a part of every sponsor’s activation plan in 2016. We have Oli Richards, Head of Marketing…
Synergized
We are joined by Chief Strategy Officer at Synergy Sponsorship, Carsten Thode, to catch up on the updates of this interesting market. 2015 As an agency, we’re constantly trying to move forward: coming up with bigger ideas, being more creative,…
Five Ways To… make a sponsorship decision
Sergio Garcia is an experienced racing driver and coach, now working as a Sponsorship and Event Manager in Continental Tyres Spain. He gives the Paddock magazine five tips on how to make an important sponsorship decision. Click here to subscribe to…
Audemars Piguet Laptimer Michael Schumacher Watch
THE NEW ROYAL OAK CONCEPT LAPTIMER MICHAEL SCHUMACHER, A WORLD PREMIERE IN MECHANICAL WATCHES, HAS BEEN LAUNCHED. IT IS THE FIRST TIME THAT A NEW MOVEMENT HAS BEEN CREATED FOR AN AMBASSADOR. It is the first time that the family…
Ferrari Art.Engine
The Ferrari Art.Engine redefines personal music listening. As the world changes its listening habits and embraces digital music and iTunes computer management of personal music libraries, the Art.Engine stands out as the only music system designed to reproduce the original artists’…
Tumi Carbon Fiber Adelaide Soft Duffel
Tumi, the leading global travel lifestyle brand, recently announced its new sponsorship of the Mercedes AMG Petronas Formula One Team. Here is one of the premium Tumi pieces favoured by Nico Rosberg. Click here to subscribe to our print edition! The…
Innovation in activation
Click here to subscribe to our print edition! “Passion”. It’s a word you’ll often hear as brands trumpet the launch of their new F1 sponsorships. “We plan to our tap into fans’ passion for Formula 1”, the press release often reads.…
2015 season preview – sponsorship
That eternal equation – is the income greater than the outgo? It’s a timely question as we approach the new season, and sponsorship is certainly one of the main revenue streams for Formula 1 teams. Who has been successful in…
