Inside Formula 1: Business. Lifestyle. Power.
Inside Formula 1: Business. Lifestyle. Power.
Cars and corks: the Mumm story
By Bunmi Ade | On the 3rd of July 2016, Swiss driver Sebastian Buemi was crowned champion of the second season of all-electric FIA Formula E championship and he celebrated on the podium with his team and the official champagne…
Increasing roles
Vintage car sprint and hill climber during the weekends and Formula 1 partnership guru during the workweek, Sadie Wigglesworth set up her brand partnership consultancy, Hatfits, in 2013. We’ve decided to talk to Sadie about her time in Formula 1…
A refreshing start
At the Canadian Grand Prix of 2016, Formula One Group introduced their most exciting sponsor of recent times. Heineken, one of the worlds largest advertisers and the world’s best-selling beer, promises big things in terms of activation and fan engagement.…
Claire Williams: “The commercial side of F1 is a fascinating world”
Deputy Team Principal of Williams F1 Team is climbing our very own Paddock magazine’s Top 100 ladder every year, being the most influential woman on the list. Claire Williams has been awarded an OBE this year, and recently she gave us some brilliant…
A sponsor’s perspective
President and CEO of Argo Group International Holdings, Mark E. Watson III, who recently entered in a partnership with Aguri Formula E Team, writes for the Paddock magazine about the company’s decision. What would it take for Mark to consider…
Top 10 brands that left F1 in the past five years
Here is a list of the top 10 brands that have left Formula 1 in the past five years. To construct this list, I’ve used Forbes Global 2000, an annual ranking of top public companies in the world: Vodafone…
The tide definitely did turn…
Towards the end of 2014, in my feature called “The Tide is Turning”, I looked at the issues facing many talented young single-seater racing drivers trying to make their way to Formula 1. Many of these drivers were feeling pretty…
Doin’ it right. Not. McLaren’s sponsor approach
Sponsor exodus, dating back to Vodafone’s demise as the title sponsor. A promised replacement for Vodafone that was never announced. Dennis unhappy with Tag Heuer’s marketing approach at Monaco. Tag Heuer subsequently jumped ship to Red Bull and is…
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…
