Our blogs
April 5, 2024
The 10 best Superbike riders of all time
Who are the most famous Superbike riders of all time, and which of them were truly the best? In the world of two-wheel racing the Superbike World Championship is one of the most exciting and [...]
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March 22, 2024
Sponsor on the visor: small sticker, big impact
The smallest place to put a brand in motorsport is also one of the most watched. A helmet visor is only a few centimetres wide, but it is the only space that stays in frame when the camera se[...]
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March 21, 2024
The visual power of motorsport and the sensory side of sports marketing
The visual power of motorsport is the ability of Formula 1, MotoGP and the other great series to strike the viewer before the race has even started: colours, lights, speed, scenery. It is not[...]
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March 10, 2024
The Role of Creativity in Sports Sponsorship
Creativity in sports marketing is not only an added value, but a necessity to stand out in a crowded market. [...]
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March 10, 2024
Sports Sponsorship: The Benefits for Small Businesses
Discover the benefits of sports sponsorship for SMEs. [...]
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February 14, 2024
F1 vs MotoGP: a team-oriented championship against a star-oriented one
The common assumption is that Formula 1 and MotoGP compete for the same audience and the same sponsors. They do not. They are two different products, built on two opposite ideas: F1 sells tea[...]
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February 2, 2024
Lewis Hamilton is a Ferrari driver: what sound does an exploding galaxy make?
Lewis Hamilton is officially a Ferrari driver. These few words were enough to send not only the world of Formula 1, but of the entire sport and entertainment, into a frenzy. In nations such a[...]
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February 2, 2024
The psychology of sponsorship in F1: fan behaviour
People assume a company sponsors Formula 1 to buy visibility. That is only partly true: visibility can be bought elsewhere, what F1 really sells is an emotional bond. The psychology of F1 spo[...]
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February 1, 2024
Maximizing the impact of motorsport sponsorship through the use of social media
Many sponsors think social media is there to show the logo one more time. It is the other way round: everyone sees the logo on the car, social media is where you find out whether anyone cares[...]
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January 23, 2024
F1 Sponsorship Inventory: Navigating a Competitive Arena
Formula 1 Sponsorship Insights: Capturing the Ultimate Branding Platform The world of Formula 1 sponsorship is where elite engineering meets high-octane marketing, creating a globally appeali[...]
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January 14, 2024
How to contact the MotoGP teams
I put myself in the position of the marketing or sponsorship director of a company who finds himself in need of contacting a MotoGP team because he wants information on the sponsorship pack[...]
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January 9, 2024
Sponsorship wheel: understanding sports sponsorship projects with one tool
The sponsorship wheel is the framework we use to map out a sports sponsorship project: three stages (decision making, activation and measurement) and fifteen elements arranged in a circle aro[...]
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January 1, 2024
The Complete Formula 1 Sponsor list for the 2024 Season
Mercedes AMG Petronas: Mercedes AMG Petronas Formula One Team, known for its success in the turbo-hybrid era, is one of the most dominant teams in recent F1 history. Founded in 1954 as Daimle[...]
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December 6, 2023
The Best F1 Drivers of All Time: My List of the 14 Greatest
This is a list, not a ranking. If I had to pick just one with my heart, Ayrton Senna would always come first. But the best F1 drivers of all time are not measured with the heart alone, so you[...]
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December 6, 2023
Global Sponsorship Agency: role, trends, activations
Sponsorship Agency Imagine your brand illuminated by the spotlight on a world stage, its message resonating with thousands, if not millions, of engaged consumers. The conduit to this aspirati[...]
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November 17, 2023
The 10 best MotoGP riders of all time: the definitive ranking (2026)
Who are the best MotoGP riders of all time? If you go by the numbers, the ranking starts with Giacomo Agostini and his still-unbeaten 15 world titles, moves through Valentino Rossi and his 9 [...]
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November 7, 2023
What is an agency, what is it for and how is it changing? Explained simply
What is an agency? It is a word we use often, sometimes in a hurry, sometimes carelessly, and every now and then we lose sight of what it means. And yet anyone who works in marketing, in comm[...]
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November 6, 2023
Alain Prost, the Professor of Formula 1: career, titles and today
Four world titles, 51 wins, 33 pole positions and 106 podiums in 199 Grands Prix. And yet the nickname that stuck to Alain Prost is not about speed: it is about method. They called him the Pr[...]
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October 19, 2023
In sports marketing winning is not a value: the real benefits of sponsorship
If you are willing to invest in a sports sponsorship only because you want to win and gain visibility for your brand, you are making a big mistake. Visibility is just one of the many benefits[...]
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October 19, 2023
Motorsport content marketing: why the logo alone is not enough
A logo on a racing car is not content. It is a right. The value of a motorsport sponsorship begins when that right becomes something people choose to watch, share and remember. That is what w[...]
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