Our blogs
July 3, 2024
IndyCar vs F1: which is faster, on ovals and road courses
On paper the answer is twofold, and that is exactly what makes it interesting. On ovals the IndyCar is faster: at Indianapolis, in qualifying, it averages more than 370 kilometres per hour ov[...]
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July 3, 2024
What is Push to Pass in IndyCar and how does it work in 2026?
The Push to Pass in the IndyCar Championship: a complete guide. [...]
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July 3, 2024
How much does an IndyCar cost? Chassis, engine and a season’s budget
The Cost of an IndyCar: An Overview [...]
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July 3, 2024
The IndyCar engine: how the Chevrolet and Honda V6 works
The engine used in IndyCar racing. [...]
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July 3, 2024
How much does an IndyCar weigh? The 2026 minimum weights
The weight of an Indycar: details and technical trivia. [...]
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June 26, 2024
TT Circuit Assen: history, corners and grandstands of MotoGP’s Cathedral
Assen, 28 June 2026, lap 20 of 26. Ai Ogura dives up the inside at Turn 9, passes his team-mate Raúl Fernández and pulls away. Three laps earlier the two Trackhouse riders had passed the fa[...]
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June 26, 2024
How to choose a sports marketing agency: the criteria that really matter
“Sports marketing agency” is one of the broadest labels in our industry. It covers companies that sell sponsorship rights, creative studios that run events, agents who work for a [...]
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June 26, 2024
F1 steering wheel cost and how it works: the 2026 guide
An F1 steering wheel costs between $40,000 and $100,000. No team publishes official figures, but industry estimates converge on this range. To understand how a single 1.3 kg component can car[...]
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June 18, 2024
F1 g force: how many g a driver takes and where they feel it
Silverstone, 2017, second practice. Sebastian Vettel turns into Maggots, the first of the esses that lead to Becketts, and the telemetry reads 6.1 g: for a moment his body weighs six times wh[...]
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June 13, 2024
Racetrack sponsorship: what a brand really buys, and what it does not
On Grand Prix weekend, the circuit is not for sale. It is the most common misunderstanding in racetrack sponsorship: brands sign with the venue expecting to appear in the race coverage, then [...]
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June 12, 2024
F1 fuel consumption: how much a Formula 1 car uses and what changes in 2026
F1 fuel consumption is driven by the rules. From 2019 to 2025 a car could use at most 110 kg of fuel per race, with a maximum flow of 100 kg per hour. From 2026 the flow limit is no longer se[...]
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June 6, 2024
F1 cigarette sponsors: when Formula 1 said goodbye to tobacco
F1 cigarette sponsors left the cars between 2005 and 2007. In Europe, Directive 2003/33/EC banned tobacco sponsorship of events involving several EU countries, such as Grands Prix, from 31 Ju[...]
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June 3, 2024
F1 alcohol sponsors: who is on the grid in 2026 and where advertising is banned
F1 alcohol sponsors work on two levels in 2026: the championship, with Heineken as a partner since 2016 and LVMH bringing Moët & Chandon to the podium since 2025, and the teams, where be[...]
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May 30, 2024
F1 driver uniform: how it is made, how it protects and why it matters to sponsors
The F1 uniform worn by drivers is a fireproof race suit homologated by the FIA to the 8856-2018 standard, compulsory in Formula 1 since 2020: in the heat transmission test it must provide at [...]
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May 16, 2024
MotoGP holeshot device: what it is, how it works and why it is being banned
Motegi, October 2018. On the grid for the Japanese Grand Prix, Jack Miller’s Ducati is hiding something nobody notices: he will reveal it himself more than a year later. It is the first[...]
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April 25, 2024
Ferrari F1 and its HP title sponsorship: the blue, innovation, tomorrow
Much more than a title sponsorship, the agreement between Scuderia Ferrari and HP, announced on 24 April 2024, is yet another piece of a marketing puzzle that the Prancing Horse has been buil[...]
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April 21, 2024
Sports sponsorship agency: what it does and when it is worth it
Most companies that call us about a sponsorship have already chosen the team. Far fewer have chosen the objective. It is not carelessness, it is how sport works: it is one of the few sectors [...]
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April 19, 2024
F1 Arcade and F1 Drive: Formula 1 on a weekday
It is 12 December 2022, and in the City of London, a stone’s throw from the dome of St Paul’s, a venue opens whose name on the sign nobody would have imagined a few years earlier.[...]
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April 18, 2024
Strategic sports marketing: how to build a strategy that works
Nineteen hundred and two. That is the year Slazenger became the official supplier of balls to Wimbledon, and it has never stopped since: it is considered the longest-running sponsorship in th[...]
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April 18, 2024
Why is Formula 1 so popular?
On 27 June 2025 a film opens in American cinemas about a racing driver long past his best season, called back by an old friend to save a team stuck at the back of the grid. Brad Pitt plays th[...]
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