OUR INSIGHTS

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.  […]

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 […]

Two worlds collide at Autosport International

Last week saw the start of the second of the traditional events that kick off the New Year in motorsport. With the Dakar Rally already well underway and the Monte Carlo Rally not until 23rd January, the motorsport world descended on the Autosport International Show at the less-than- glamorous NEC in Birmingham. With four days […]

A day to remember

It had been one of those gruelling long days. The sort where you don’t really remember waking up, when you question just how many hours there actually are in a day, when you wonder if you’ll ever make it home. Yet, like all business trips there is an air of excitement that keeps you going. […]