Formula 1 made a triumphant return last weekend with a spectacular first race of the season in Spielberg for the Austrian Grand Prix. What was unknown prior to the weekend was how F1 would position its sponsors throughout the race weekend to maximise visibility with television and digital audiences, and to minimise the loss of […]
“This season, the drivers who already have some sponsorship, the sponsors pull out, they already sent the letters and said: ‘okay bye bye, because you will have everything [the whole season] in two months’.” These rather alarming words are those of Jean Alesi, a Formula 1 stalwart of 201 race starts, and father to Giuliano, a current Formula 2 racer. Does he […]
Without realising it, we may just be going through a slight power shift in the world of professional sport. Over the past few weeks we’ve seen the rise of athlete-empowered movements, not driven by club contracts or CSR initiatives, but instead directed by the unprompted passion and personal agendas of those individuals. With vocal empowerment, […]
Last weekend saw the culmination of the first Formula 1 event to take place in the largest esports market in the world, China.
Monday 25th November saw Renault F1 open their doors to the press. An event which aimed to show their commitment to esports and also use it to announce an extension to their partnership with Team Vitality. Their base at Enstone in Oxfordshire, previously the home of the title-winning Benetton Team during the 1990’s and 2000’s, […]
‘Still I Rise’ – the motto tattooed across the top of Lewis Hamilton’s back. Never have these words been as pertinent as during last weekend’s Mexican GP, when the Mercedes driver found himself being elevated, along with his car, up to the podium. The South American race is undoubtedly one of the highlights of the […]