Inside Formula 1: Business. Lifestyle. Power.
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,…
A Mexican standoff
The final stretch of the 2015 Formula 1 season is here and the two Red Bull teams are still without a confirmed engine supplier. Predicting how this debacle would end is difficult, but we can at least analyse the actions…
Kicking and screaming
By George Woods Baker | Fans drive the numbers and never before has fan engagement been more critical to the life blood of Formula 1, a legacy sport playing catch-up in the fast-moving digital age we live in. Formula 1’s principal…
My Fantasy F1 Team: Zak Brown
An impressive businessman, racing expert, CEO of McLaren Racing, mister Zak Brown gives the Paddock magazine his fantasy Formula 1 set. The drivers As a marketer, my driver would be Tom Cruise. He’s a sponsor’s dream: fast, brave, exciting, and charismatic with…
Wings For Life!
Wings For Life! Infiniti Red Bull Racing driver Daniel Ricciardo has signed and donated some very special racing helmets from his 2015 Formula 1 season alongside the racing legend Mark Webber, who has donated a signed 2014 race suit to raise…
Once upon a team in America…
In 2016, the first US team in more than 25 years will join the Formula 1 grid. Yes, there has already been a Haas team in this form of motorsports. But no, it had nothing to do with Gene Haas,…
Dilbagh Gill: Charging forward with Mahindra
By Alex Goldschmidt | Indian racing outfit Mahindra have been active in the world of motorsport since 2011, having taken the decision to race in the FIM Moto3 Championship. This has seen them become a factory works outfit as of this…
Gossip Grip: November
By Kunal Shah and Mithila Mehta | Ferrari recently claimed that they weren’t interested in the commercial rights of Formula 1. Yes, such an attempt would be somewhat away from their core business, but it just seems a bit strange that…
Too fast to fold
Too fast to fold. Consider the following: A modern Formula 1 car has nearly 80.000 components. Its power unit – the most sophisticated part – consists of around 5.000 components. Its complex electronics require more than one kilometre of cables…
Five Ways To… get focused and focus your team
By Jason Middleton | We have Jason Middleton, President of Silver Air, the private jet management and charter company, to give us five relevant hints on how to focus your team. For nearly two decades Jason was a professional endurance…
Emirates takes a Red Bull turn with jetman ad
Emirates is a company that’s very close to Formula 1 business-wise, yet it was only pretty recently that it turned full-throttle mode on its advertising, with two most interesting video ads featuring annoyingly rich Jennifer Aniston and a few jetmen…
