Old Gloucester Street, London, WC1N, United Kingdom
R. Bela Cintra, São Paulo - SP, 04421-230, Brazil
Old Gloucester Street, London, WC1N, United Kingdom
R. Bela Cintra, São Paulo - SP, 04421-230, Brazil
OUR STORY
OUR STORY
Racing United is a motorsport partnerships and communications agency run by Guido Hakkenberg and Rachel Cavers. Both have extensive experience helping brands, teams and investors succeed in motorsport.
We combine deep expertise with insight — offering brands a strategic, independent advisory approach to partnerships, and PR. Our focus is on measurable ROI, authentic brand alignment and long-term growth.
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Guido Hakkenberg
Founder & Managing Director
Guido specialises in F1 & motorsport partnerships, advising brands and teams across all commercial aspects — from strategy and negotiation to full partnership management. After key roles at Motorsport Network, Veloce Racing and Williams F1, he founded Racing United to help brands build impactful, measurable partnerships in Formula 1. His data-driven approach ensures every collaboration delivers long-term value.
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Rachel Cavers
Co-founder & Communications Director
Rachel has two decades of experience within the sport, automotive and events industry. Having headed up the PR for the FIA World Rallycross Championship and travelled worldwide as a PR manager in Formula 1, WEC, WRC and Extreme E, she has extensive experience of dealing with high-profile individuals and international media across various motorsport disciplines.
Adrian brings a background in operations and team leadership from his work at Tesla in high-performance environments. Having spent his early years in Germany, he developed a passion for motorsport inspired by Michael Schumacher and Ferrari. He is a long-time Formula 1 follower with a broader interest across motorsport, such as MotoGP and Formula E.
TEMPLATE
Partnerships Consultant
Rob is a true fintech entrepreneur and CEO of Grover, specialising in scaling complex businesses in international markets. With roots in investment banking at JPMorgan and a background building global platforms like Liberis, he brings acute commercial acumen and a love for motorsport to his role as Strategic Advisor for Racing United.
TEMPLATE
Strategic Advisor
OUR TEAM
Debora is a brand strategist specialising in the intersection of fashion and motorsport, with deep expertise in the Brazilian market. With a keen eye for cultural trends and consumer behaviour in South America, she supports Racing United on high-impact collaborations that bridge the gap between lifestyle brands and Formula 1.
Debora Melo
Marketing Consultant
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
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Communications Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
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Founder & Managing Director
OUR TEAM
OUR TEAM
Adrian brings a background in operations and team leadership from his work at Tesla in high-performance environments. Having spent his early years in Germany, he developed a passion for motorsport inspired by Michael Schumacher and Ferrari. He is a long-time Formula 1 follower with a broader interest across motorsport, such as MotoGP and Formula E.
Adrian Bounaira
Partnerships Consultant
Danielle has specialised in motorsport since 2011, delivering expert sponsorship consulting, partnership management, and strategic advisory services. She specializes in 'Day Zero' projects, providing critical support for the launch and implementation of high-profile sponsorship activations to ensure alignment and asset optimisation.
Danielle Crespo
Project Consultant
Debora brings over a decade of marketing experience across product, partnerships, brand communications, and go-to-market strategy. She has led cross-functional teams across a range of major consumer brands. A dedicated motorsport fan, she brings that same instinct for storytelling and audience connection to her role as Marketing Consultant at Racing United.
Debora Melo
Marketing Consultant
Rob is a true fintech entrepreneur and CEO of Grover, specialising in scaling complex businesses in international markets. With roots in investment banking at JPMorgan and a background building global platforms like Liberis, he brings acute commercial acumen and a love for motorsport to his role as Strategic Advisor for Racing United.
Rob Straathof
Strategic Advisor
OUR TEAM
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
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Founder & Managing Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
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Communications Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
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Founder & Managing Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
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Founder & Managing Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
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Founder & Managing Director
OUR TEAM
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
Guido Hakkenberg
Founder & Managing Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
Rachel Cavers
Communications Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
Guido Hakkenberg
Founder & Managing Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
Guido Hakkenberg
Founder & Managing Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
Guido Hakkenberg
Founder & Managing Director
With a background in data-driven partnerships and a deep understanding of Formula 1, Guido founded Racing United to help brands achieve meaningful results through clear, strategic advice grounded in real experience.
Guido Hakkenberg
Founder & Managing Director
"Guido and Rachel are our resident motorsports gurus at ELVTR. In the Motorsports Marketing & Partnerships course Guido breaks down the business behind F1 and global motorsport from how sponsorships are sold to how partnerships are structured and how brands, teams and rights holders really work with each other, with Rachel offering her expert insights on the PR front."
Roman Peskin
CEO and CO-founder
Sharing Our Expertise
Guido and Rachel bring their Formula 1 and motorsport knowledge to ELVTR’s globally recognised Motorsport Marketing & Partnerships course, offering real insight into the business of racing.
Their involvement reflects the same approach they take at Racing United — combining strategic insight with real-world experience to help brands and professionals succeed in the fast-evolving world of motorsport marketing and partnerships.
WHAT CLIENTS SAY
Guido and Rachel are our resident motorsports gurus at ELVTR. In the Motorsports Marketing & Partnerships course Guido breaks down the business behind F1 and global motorsport from how sponsorships are sold to how partnerships are structured and how brands, teams and rights holders really work with each other, with Rachel offering her expert insights on the PR front.
Roman Peskin
CEO and CO-founder