Motorsport
Features
McLaren F1 driver Norris carves path for young, entrepreneurial athletes with gaming brand
Following his successes streaming sim-racing during lockdown, McLaren F1 driver Lando Norris felt compelled to set up an esports team. But a conversation with gaming content company, Veloce Esports, persuaded him to set up a content collective instead. Callum McCarthy reports.
Nascar ready for lift-off with revamped schedule, Michael Jordan as team owner
After successfully staging its 2020 season in the face of the Covid-19 pandemic, Nascar is primed to reach new heights next year. "We set a path that we wanted to be a leader,” Daryl Wolfe, Nascar's chief operations and sales officer, tells SportBusiness.
‘We’re got to take the Aston Martin brand to the next level’ | Jeff Slack, Racing Point F1
Jefferson Slack represented some of the world’s leading sports talent, ran Serie A giants Inter Milan and headed IMG’s football division during the first three decades of his career. Now
Williams Racing commercial director on reshaping motorsport’s sponsorship model
Tim Hunt, commercial and marketing director at Williams, wants sponsorship platform to focus on “the USPs of being an F1 team”
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DP World continues to see value in sport sponsorship
Logistics brand DP World entered into a long-term deal with IPL franchise Royal Challengers Bangalore in 2020 and become title sponsor of Renault's F1 team, building on its existing sponsorship of the European Tour. Daniel Van Otterdijk, chief communications officer for the company, explains how each deal supports its objectives.
Ally to sponsor inaugural Nascar Cup Series race at Nashville Superspeedway
Ally Financial, a leading digital financial-services company, has been named the presenting sponsor of the inaugural Nascar Cup Series race at Nashville Superspeedway in June
ServusTV adds WRC rights in German-speaking countries
Commercial broadcaster ServusTV has acquired World Rally Championship rights in Germany, Austria and Switzerland for the next two years, further enhancing its motorsports portfolio
Pitbull becomes part-owner of Nascar’s Trackhouse Racing Team
Popular US musician Pitbull has become a part-owner of Nascar Cup Series organization Trackhouse Racing Team ahead of its debut season in 2021.
Nascar’s Netflix sitcom to be released day after Daytona 500
The Crew, a new Netflix sitcom focused on a small Nascar Cup Series team, will be released on February 15, the day after the stock car racing series' season-opening Daytona 500 race
F1 fans no longer voices in the dark
When Matt Roberts joined Formula 1 back in 2017 it was, he says, like joining ‘a 70-year-old start-up’.
Sepang International Circuit’s new CEO on his baptism of fire during the pandemic
SportBusiness speaks to Azhan Shafriman Hanif, Sepang International Circuit’s newly-appointed chief executive about his plans to overcome the current economic uncertainties created by the Covid-19 pandemic.
“Digital has become the free-to-air platform” | F1’s Frank Arthofer
Liberty Media’s major investment into Formula 1's digital media operations has demonstrated its value during sport’s global lockdown, believes Frank Arthofer, the series’ global head of digital media and licensing.
Closed-door sport gives fresh impetus to innovations in virtual hospitality
Closed-door sport is forcing innovation and fresh thinking about virtual hospitality. But can it ever hope to replace the real behind-the-ropes experience? Ben Cronin reports.
McLaren hires Veloce to ensure gaming arm is more than just marketing for ‘real’ motorsport
Callum McCarthy looks at Formula 1 team McLaren's recent tie-ups within sim racing and esports, and how this reflects on real-life operations
Petronas Yamaha SRT aims to tap burgeoning racing interest in “two-wheel” SE Asia
Tom King talks to Razlan Razali, team principal of Petronas Yamaha SRT MotoGP team, about the growth potential for motorcycle racing in Southeast Asia.
Ex-Heineken exec Pincus takes F1 commercial reins with clear remit to add new global partners
Formula 1 has spent the past few years in existential self-examination
APAC’s biggest domestic motorsport series, Supercars, turns to global stars for engagement
Tom King speaks to Supercars' chief executive Sean Seamer, and takes a look at how Australia's top motorsports series is adapting in order to keep its fans engaged during the Covid-19 pandemic.
‘We’re very focused on bringing the cost cap down’ | Mark Waller, McLaren F1
Mark Waller, managing director, sales and marketing, McLaren F1, talks about the difficult decision to furlough some staff members during the Covid-19 pandemic and argues the case for an even lower team cost cap in Formula 1.
Covid-19 drives F1 to a crossroads
The future of Formula 1 is an uncertain one, as the Covid-19 pandemic wreaks havoc on its schedule. Christian Sylt looks at the options for the motorsport.
Nascar moves quickly to fill void from Covid-19 with nationally-televised esports series
Esports has never been as important or relevant as it is now amid the global Covid-19 pandemic. Nascar has been an early mover in this space with the creation of the eNascar iRacing Pro Invitational Series.
Georgiou targeting further growth for Eurosport Events after announcing UCI tie-up
Eurosport Events' partnership with the UCI is its first outside of motorsports. Andrew Georgiou, Eurosport president, tells Adam Nelson about his plans to extend the reach of the broadcaster's events promotion arm even further.
Formula 1 could have up to seven different regional betting sponsors, says ISG
Digital advertising technology could allow Formula 1 to have up to seven different regional betting sponsors, according to the sport’s global data and betting rights partner Interregional Sports Group.
How oil giant Shell is using Nissan’s Formula E team to reposition itself for the energy future
Kevin McCullagh looks at oil company Shell's entrance into the realm of electric motor racing and how it is marketing its diversification into electric vehicle charging and other ‘new energy’ products.
Agag’s political skills make way for Reigle’s audience acumen as Formula E tries to build on first ever profit
Former Manchester United executive Jamie Reigle replaced Alejandro Agag as the chief executive of Formula E this September with the Spaniard becoming the chairman of the electric racing series. The pair tell SportBusiness about their plans for the motorsport in their first joint interview since the leadership restructure.
Vietnam makes $475m bet to join Singapore on F1’s Southeast Asia lineup
The organisers of the upcoming Vietnam Grand Prix will spend $475m to join the F1 lineup in Southeast Asia, according to research by Formula Money. SportBusiness takes a closer look at the economics.
Formula E closing the gap on Formula 1 as a sponsorship proposition
Sponsorship deal values in Formula E are catching up with Formula One according to Robin Fenwick, founder of specialist motorsport agency Right Formula. Matthew Glendinning reports.
McLaren’s new commercial chief Mark Waller is bringing lessons from American sport
Mark Waller joined McLaren Racing in May from the NFL, becoming the British motorsport team's managing director of sales and marketing. He's relishing his new role, and sees opportunities to drive the business forward in adding consumer-facing sponsors, creating more digital content, and expanding the team's already impressive esports programme.
In era of racing sponsor retreats, Chevrolet doubles down on activation
The North American auto industry’s increasing gravitation toward crossover sport utility vehicles, trucks, and electric vehicles has lessened the natural link between the “stock car” element of auto racing, making the sport now a more fertile sponsorship area for brands in other product sectors.