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
CASE STUDIES
At Racing United, we specialize in delivering powerful communications and partnership solutions in the motorsport sector.
Our case studies highlight successful collaborations and innovative strategies that drive results for our clients. Dive into our projects to discover how we amplify brand visibility and foster meaningful connections in the racing world.
However, just a day before filming, a tropical typhoon hit the region, grounding the helicopter that was due to fly the team into the jungle.
“The day before we were due to travel, we couldn’t fly safely anymore,” Rachel recalls. “We had to find an alternative location within 24 hours. It was incredibly stressful, but sometimes you just have to adapt and find a way through.”
Thanks to quick thinking and strong teamwork, the shoot was successfully relocated and completed on schedule. Two weeks later, the feature aired globally on Sky Sports F1 — a moment of pride and relief for everyone involved.
The activation not only reinforced Petronas’ sustainability message but also highlighted Rachel’s ability delivering F1 storytelling and sponsorship execution.
Petronas x Lewis Hamilton
When Petronas wanted to highlight its commitment to sustainability, Rachel led a motorsport partnership strategy activation taking Lewis Hamilton deep into the Borneo jungle to showcase the brand’s conservation efforts firsthand. The project aimed to generate authentic, global brand storytelling through Sky Sports F1 and other key media partners.
Logistics were complex from the start. Transporting a Formula 1 star, production crew and equipment into a remote rainforest required careful coordination, safety planning and precise motorsport sponsorship execution across multiple teams.
“Our goal was to highlight the incredible conservation work being done in Borneo,” Rachel explains. “It was incredibly challenging, but once the event took place and Sky aired the piece, it made all the long hours and planning worth it.”
To extend reach, Rachel also secured a partnership with London’s Ice Bar, featuring Below Zero across in-bar displays and social channels, and hosting a competition offering one customer an exclusive trip to Sweden to drive a rally car on ice.
The result was global editorial coverage, travel features and lifestyle content that showcased the thrill and exclusivity of the programme. The Ice Bar collaboration amplified awareness and created a consumer-facing entry point to the brand. Overall, the activation strengthened Below Zero’s profile as a distinctive, luxury automotive adventure - and highlighted Rachel’s ability to manage complex media programmes from concept to execution.
TUTHILL X BELOW ZERO
When Tuthill Porsche wanted to elevate its Below Zero ice-driving programme in Sweden, Rachel led a media trip that immersed journalists directly in the experience. She selected lifestyle, travel and consumer outlets and flew them to Below Zero’s operating base in north Sweden, giving them first-hand access to rally-prepared Porsches and professional instructors.
Working closely with Tuthill Porsche, Rachel coordinated travel, on-ice operations and content capture to ensure a seamless, premium experience. “Once journalists stepped onto the lake and saw the cars, the storytelling took care of itself,” she says.
The activation delivered strong brand presence for BenQ within the Las Vegas Grand Prix setting, placing the brand at the intersection of Formula 1, esports and gaming culture. Running across the six days, the Fan Zone combined hands-on product interaction with a premium race-week location to encourage sustained engagement and meaningful audience participation.
The project demonstrated how well-structured Formula 1 fan activations can support brand visibility, product storytelling and market expansion in key growth regions. It also highlighted Guido’s ability to support and coordinate F1 partnership activations remotely, aligning commercial objectives with practical delivery while operating within complex, multi-stakeholder motorsport environments.
BENQ X WILLIAMS ESPORTS
When BenQ partnered with Williams Esports for the Las Vegas Grand Prix in 2023, the objective was to create a visible and engaging Formula 1 fan activation during race week. The initiative was designed to showcase BenQ’s performance gaming technology while connecting with new audiences in one of Formula 1’s most high-profile and commercially important global markets.
Guido supported the arrangement of the activation, working with Williams Esports and BenQ to help shape the concept and commercial alignment. The Fan Zone featured Williams Esports simulators using BenQ MOBIUZ displays, giving fans the opportunity to experience the Las Vegas circuit and engage directly with the brand throughout the Formula 1 weekend. Particular emphasis was placed on creating an accessible, high-footfall experience that translated BenQ’s product strengths into an immersive Formula 1 environment.
The activation delivered strong results for Mahindra Racing. The animated series offered fans a clearer understanding of the team’s engineering approach, driving meaningful engagement and creating measurable value for partners through international reach and extended digital viewership.
By combining technical authenticity with creative storytelling and strategic distribution, the programme demonstrated how effective motorsport sponsorship execution can elevate a team’s identity in Formula E. The “Blueprints” campaign reinforced Mahindra Racing’s innovative positioning and showcased the impact of well-planned motorsport partnership strategy in shaping brand perception across global motorsport platforms.
Formula E x Mahindra
When Mahindra Racing aimed to strengthen its presence in the Formula E Championship, a bespoke “Blueprints” partnership activation was developed at Motorsport Network to bring the team’s engineering philosophy to life. The project centred around a ten-episode animated series translating Mahindra’s technical thinking into accessible, engaging motorsport brand storytelling.
Delivering the programme required close coordination across creative, technical and distribution teams, with each episode built around accurate engineering insights and shaped for global motorsport audiences. Ensuring consistent quality, brand alignment and multi-platform relevance was central to the project’s success, helping position Mahindra as a technology-driven competitor in the electric racing category.
The event delivered outstanding results for the federation. The partnership achieved 310 hours of branding, 43 minutes of exposure per hour, a 15.2 million global audience, and 98% positive sentiment, demonstrating the strength of the collaboration and global appeal of the virtual race.
“My role was to ensure the partnership delivered clear value, consistent visibility and a strong strategic presence for the federation throughout the event,” Guido notes.
The activation significantly enhanced the Saudi Esports Federation’s international profile within Vision 2030, reinforcing Saudi Arabia’s growing influence in digital sport. It also highlighted Guido’s ability to lead high-impact motorsport partnership strategy on a global stage, ensuring the federation’s positioning was clear, credible and internationally recognised.
Saudi Esports x 24 Hours
When the Saudi Esports Federation (formerly SAFEIS) partnered with the 24 Hours of Le Mans Virtual, the objective was to elevate Saudi Arabia’s visibility in global motorsport and esports — an important ambition within Vision 2030. The virtual race quickly became one of the biggest sports moments during lockdown, an innovative concept later recognised with the Live Experience Award at the Leaders Sports Awards.
Guido led the integration and management of the partnership while in a key role at Motorsport Network, ensuring strong alignment with the federation and the Saudi Ministry of Sport. Coordinating broadcast teams, talent, infrastructure and remote workflows across regions required precise planning and fast decision-making to ensure smooth delivery.
“From day one, my focus was ensuring the partnership delivered real reach, real value and a clear narrative for the federation,” Guido explains.
