OUR INSIGHTS

AWS requires set-up tweak to F1 activation

Algorithms. Whether you’re a social media manager striving to master Facebook, or an A-Level student struggling to make sense of how grades have been awarded, the word algorithm is filled with mystery and most likely tinged with frustration and anger. In F1 circles, too, algorithms have become associated with scornfulness, or AWS if you like […]

What a difference a week makes (in F1 sponsorship!)

After a scintillating start to the delayed 2020 Formula One season, many fans would have been keen to press CTRL+C and carry it forward to the following weekend. Held on the same circuit, the renamed Styrian GP provided the perfect opportunity to build off the excitement of the sister race held just seven days previous.  […]

Closed door sports open fresh opportunities for sponsorship

Innovative technology looks set to open closed doors for brands looking to activate or ignite sports sponsorship opportunities in the wake of the COVID-19 pandemic. The use of augmented reality technology to revolutionise pitch side sports advertising is nothing new. Digital overlay companies have been in existence for the past decade or so, and a […]

When racers go rogue: why reputation matters in sponsorship

Whatever your take on esports and sim racing, we can all agree that there are fundamental values associated with online competition, just as there are in real life, right? Determination to succeed, humility in defeat, support for an underdog, fair play. Sportsmanship, almost certainly. When Simon Pagenaud caused Lando Norris to retire spectacularly from the […]