Our blogs
September 3, 2022
Formula E cars: how they evolved from Gen1 to Gen4
In little more than a decade, Formula E cars have gone from machines that could not finish a race on a single charge, so drivers had to swap cars halfway through, to 600 kW all-wheel-drive ca[...]
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August 23, 2022
Formula E vs Formula 1: all the differences and which to sponsor
Formula 1 and Formula E are the two FIA single-seater world championships, but they have little else in common. One has raced since 1950 on the world’s most famous circuits, with hybrid[...]
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August 18, 2022
How well do you know F1? 10 terms to know in 2026
Watching a Grand Prix, you often hear commentators, drivers and engineers use words that sound like a code: undercut, graining, lift and coast. In 2026 the Formula 1 vocabulary has changed ag[...]
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August 1, 2022
Top 10 Spanish MotoGP riders of all time
No country has dominated motorcycling’s premier class like Spain over the last fifteen years. Since Àlex Crivillé won the first Spanish title in 1999, Spanish riders have claimed thir[...]
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July 4, 2022
What is Formula 1 for? Racing, crashes and safety
On 29 November 2020, at the Bahrain International Circuit in Sakhir, Romain Grosjean’s Haas lost control at 241kph, struck the guardrail at 192kph with a peak of 67g, went through it an[...]
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June 28, 2022
Why do Formula 1 drivers get weighed after the race?
Anyone who watches a Formula 1 race closely will have noticed: as soon as they climb out of the car, before they even take off their helmet, the drivers step onto a scale in front of the offi[...]
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June 27, 2022
Why do Formula 1 drivers live in Monaco?
But it is certainly not the climate, the sea and the luxury boutiques that make Monte Carlo such a desirable destination especially for a specific target group of people who can reside in any[...]
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June 24, 2022
How a Formula 1 team makes money
The “pinnacle of motorsport” is a patchwork of technology, research, talent, production effort, logistical commitment and organizational resources. The economic commitment such an[...]
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June 17, 2022
Why do Formula 1 cars make sparks?
In June 2022 Formula 1 had just brought ground effect back, and the cars, sucked down onto the track, left trails of sparks behind them that had not been seen like that for years. I wrote thi[...]
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June 16, 2022
F1 budget cap: how the spending limit works and what it means for sponsors
In 2022 the budget cap was the hot topic in Formula 1: the limit stood at 140 million dollars, inflation was soaring and the top teams were asking to raise it mid-season. Four years later the[...]
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June 3, 2022
Formula 1’s top 7 drivers for endorsement and sponsorship deals
In 2022, putting this ranking together meant looking at who was winning and who had the most followers. In 2026 that is no longer enough: Lewis Hamilton races for Ferrari, Lando Norris is the[...]
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June 1, 2022
Formula 1 in the United States: how it won over America and who sponsors it in 2026
For decades the United States was Formula 1’s great missing market. In 2026 it has become its most dynamic one: three Grands Prix on the calendar, an American team on the grid, an Ameri[...]
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May 31, 2022
The Jump Start Marketing Theory in Sports Marketing
Sports marketing professionals will certainly be familiar with the name of Jon Spoelstra, one of the most celebrated innovators and practitioners of sports marketing over the past thirty year[...]
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April 20, 2022
F1 Sponsorship Cost 2026: How Much Does It Cost to Sponsor a Formula 1 Team?
F1 sponsorship costs range from $1.5 million to $110 million per year in 2026. From Oracle’s $110M deal at Red Bull to associate placements at $1.5M, this guide covers every cost tier, [...]
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April 15, 2022
Crypto sponsorships in sport: from the boom to the FTX collapse, who is left in 2026
In just over ten years, cryptocurrencies went from the livery of a NASCAR car paid for by an online whip-round to deals worth hundreds of millions with Formula 1, the NBA and the Champions Le[...]
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March 30, 2022
Updating the product to stay ahead of the competition: Product Life Management and F1
In March 2022 Formula 1 had just launched a brand-new set of rules, with ground-effect cars designed to overtake more, and the first two races had delivered a great show and record ratings in[...]
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March 25, 2022
What an event marketing company is, what it does and which services it offers
The world of events is huge, and the market of agencies that handle them is just as broad and varied. Before choosing who to work with, it is worth taking a step back to understand how events[...]
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March 22, 2022
Athlete, Team, or Championship: How to Choose the Right Sponsorship
It’s 2024 and a marketing director at a mid-sized company — B2B technology, growing exports, expanding communications budget — finds three proposals on the table: a title sponsorshi[...]
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March 16, 2022
Experiential marketing agency: what it does and why sport is the ideal ground
It is talked about a lot and it is one of the liveliest areas of marketing. But what exactly is experiential marketing, and what does an experiential marketing agency actually do? And why is [...]
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March 10, 2022
Sports marketing agency and entertainment marketing agency: the differences
Companies often ask us whether we offer entertainment marketing services. It is an understandable question: sport and entertainment are close worlds, and sport is to all intents and purposes [...]
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