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.  […]

Spielberg directs the new sponsorship norm

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 […]

Talking sponsorship with Greenpower

Greenpower Education Trust is a UK based charity that aims to unlock potential and spark enthusiasm for Science, Technology, Engineering and Maths (STEM) through the excitement of motorsport. During the lockdown period, the charity has engaged with its teams and supporters through a series of short insight videos called ‘PitStop Chats’. In the latest episode […]

Who’s ready to embrace sponsorship creativity?

“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 […]

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. […]