OUR INSIGHTS

Virtual sanity makes Le Mans 24 an online success

Billed as “The Ultimate Esports Endurance Race”, the Virtual Le Mans 24 Hours was always going to attract attention. From the hardcore endurance fans and aficionados wanting to commemorate the traditional Le Mans weekend, to more cynical observers armed with their ‘it’s not like the real thing’ barbs. There was always going to be criticism. […]

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 […]

Shining a light on crisis communications

In the fast-paced world of motor racing, you are rarely far away from a scandal, rumour or crisis. How to deal swiftly and effectively with emerging issues or incidents exposes weaknesses in any communications team. The FIA World Endurance Championship, which has taken a bit of a battering in recent weeks, showed how to weather […]