INSIGHTS

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OUR STORY

INDUSTRY INSIGHTS

Our insights explore the commercial engines powering Formula 1 and motorsport — analysing sponsorship models, audience shifts, technology integration, and brand storytelling at the highest level of global sport.

We bring clarity to a fast-moving industry, offering perspective on rights structures, best-in-class activation, and the wider media, communications, and cultural forces shaping value. From partnership architecture to strategic PR that amplifies performance, our analysis is designed for decision-makers — helping brands unlock greater ROI and build programmes with lasting business impact.

25 Mar 2026

F1 Net Zero 2030: How ESG Is Reshaping Partnerships

Environmental, Social, and Governance practices in Formula 1 have come a long way. Discover how ESG integration and sustainability goals are reshaping motorsport partnerships and giving brands a competitive edge.

4 Mar 2026

Melbourne opens the season as Formula 1 eyes its future

This weekend the roar of F1 engines returns as the Australian Grand Prix launches the new season at the fast and flowing Albert Park Circuit in Melbourne. As the traditional curtain-raiser, the race offers the first real indication of which teams have made progress over the winter - and which may already be playing catch-up. Albert Park’s semi-street layout demands precision and confidence. Drivers must balance high-speed sections with tight corners bordered by unforgiving barriers, making it...

21 Jan 2026

Why Brazil could prove to be F1’s key untapped market

Brazil has a rich Formula 1 history, from both a fan and business perspective. Local and international brands have always been keen to leverage the sport for commercial success. With Gabriel Bortoleto being part of the Audi Revolut F1 Team from next season, and F3 Champion and Ferrari Academy-driver Rafael Câmara joining Bortoleto’s previous F2 team Invicta Racing next year, together with the general boom in F1, corporate interest is higher than ever before. When I first arrived in Sao Paulo...

30 Nov 2025

Driven by storytelling: Netflix and the rise of women in motorsport

A new wave of interest in motorsport among women is reshaping the sport’s audience and participant base - and experts say Netflix’ Drive to Survive is one of the main catalysts. According to a 2025 global survey by Formula 1 and Motorsport Network, women now make up about 41% of Formula 1’s global fanbase. Among female fans, 42% report following the women-only F1 Academy - making it the second-most-followed series after F1 itself. Industry analysts and team marketing leads attribute much of...

13 Nov 2025

Why Brands Are Racing to Invest in Formula 1

Formula 1 has long been one of the world’s premier sports properties, but in recent years it has transformed into a commercial and cultural powerhouse. Once a niche motorsport followed primarily by die-hard fans, F1 has evolved into a global entertainment platform — and brands are taking notice. Today, Formula 1 offers one of the strongest sports marketing opportunities in the world, combining global reach, high-quality storytelling and unmatched audience engagement. A major driver behind...

22 Oct 2025

From survival to revival: the WEC’s Hypercar boom

A few years ago, the FIA World Endurance Championship (WEC) was facing a difficult period. While the 24 Hours of Le Mans remained a global icon attracting huge crowds and international media coverage, the rest of the championship struggled to maintain momentum. Several major manufacturers withdrew, grid sizes shrank and long-time fans questioned whether endurance racing could sustain its position within global motorsport. The series needed stability — and a new identity. Today, the picture...