I'm Jordan, Founder of co&co.

I love Guinness.
I love marketing.
I love making sh*t happen.

I am the least fluffy marketing person you will ever meet, so you can keep your blue sky thinking, co&co was born in Manchester where great things happen in the rain. 

You will find me on here chattin' about:

- Strategy & marketing campaigns 
- Personal branding & traditional branding 
- The importance of offline community building
- How to build & use a personal profile on LinkedIn 
- How wellness & fitness has helped me get here today

... and some other stuff. 

As a team, we are ROI obsessed, with a no fluff, no bull approach to marketing that we have become famous for, specialising in 3 main areas:

- Strategy: How you gonna' make  the till ring?
- Branding: How are you gonna' stand out?
- Activations: How are you gonna' build connections?

Our approach: If you aren't measuring, you aren't marketing. You're gambling.

We work with business that don't have time, knowledge or resources to create and execute all, or part of their marketing strategy. We track everything back to an ROI, so if it don't make dollar, it don't make sense. From long-term support, to one-off projects, we've got you.

We build around your commercial objectives. No matter how big or small the project, we create a full plan explaining what we will do, how we will do it, and how we will report on, and measure success. You are never on your own, with a dedicated team member working alongside you every step of the way.

Fancy it?

Let's chat, it won't cost you a penny.... jordan@wearecoandco.com

Jordan Stachini

If I was starting out in my career in 2026, here’s 5 things I would do…

I have been very vocal on here about the obligation I think people like me, who have been in the game for a long time, have to the next generation. 

At co&co we are committed to empowering the next generation, which is why we bang the drum for apprentices pretty much all the time. 

So, if this is your year... grab a pen. You're gonna' want to remember these...
-
1️⃣ 
Work on being able to translate between departments. 
This is a hugely underrated skill and you’ll be more valuable than someone who just smashes their own area but can’t communicate outside of it.

2️⃣ 
Learn how to use excel. 
I’m baffled that they don’t teach this in schools anymore. I literally use it everyday… even if you work in the creative industries, you’re going to have to present info to people who don’t. Trust me.

3️⃣ 
Aim to put up to 10% of your pay away and don’t touch it. 
I’m not ignorant to the financial climate at the moment but the version of you in 10 years will thank you for forgoing that impulsive asos order or night out.

4️⃣ 
Network your arse off. 
People that I met over 10 years ago have become some of the best mentors, colleagues, clients and friends. You are always building your network, and the key to it? Don't go into every interaction thinking, 'what can you do for me'. It will become blatantly obvious over time where the alignment is. 

5️⃣ 
Learn the commercials of the business and the industry you're in.
Whatever role you end up doing, it won't exist in a vacuum. Your contribution will have a commercial output. Understand what it is, how it fits into the wider company and the industry you are in. Ignorance is not bliss - and understanding how the business actually works will help you do your job better and make you a more valuable and dynamic member of the team 

And a final bit of advice? 

Never stop asking questions. Ever. 

Anything anyone would add? 

P.S. We call this pic 'The boss production line' ... Kaysha Davies in the background there ready to come for my job 🤣

💥The ROI obsessed, Guinness loving, least fluffy marketer ever | Founder:co&co💥

Looking to hire a Social Media Manager in 2026? Mega. 
Wanna' save £6,000 a year and have 3 people working on your socials? 

Thought so... Let me explain...

The average salary for a Social Media Manager in Manchester right now is between £28,000 and £45,000

So let's split the difference and call it £36,5000 for a middle weight manager. 

Add in national insurance, benefits, pensions, subscriptions, equipment... and all the rest that goes with employing someone, and you're looking at a cost closer to £40,000 a year. 

Now what if you could have a team of people. 
No national insurance cost.
No subscription costs.
No equipment costs.
No pension costs.
No holiday requests.
No down time.

... And save minimum £6,000 a year? 

That's what you could get when you have co&co manage your social media accounts. 

- Team of 3 people 
- Full management 
- Full reporting 
- Great results 

So, if social media is a role you are looking to recruit for this year... then let this be food for thought. 

Drop me a message and let's chat 
📩 jordan@wearecoandco.com

I bang on about co&co being mega all the time...
But I own it, and I work in marketing... so don't take my word for it.
Instead, hear what a handful of our clients have to say about working with us.
-
Watch to the end for what Ged McPartlin really thinks about us 👀

Everyone ready for the… ‘10 things I learnt about direct sales from Brooklyn Beckham’ posts?

I talk a lot about 'the team' at co&co
Now let me introduce them...

If you aren't following us yet across socials then what are you doing?
2026 is the year of documenting co&co.

- What we do
- Who we are
- How we work

So go on, give us a follow. Dares ya.

Meet our co&co fam.

The people who run this gaff and the least fluffy marketers you’ll ever meet.

Powered by Kev’s brews (and maybe the odd Guinness), we’re class tbf. 

Get used to our faces, you’ll be seeing a lot more of us on here. 😏

Don’t be shy - hello@wearecoandco.com

Jordan Stachini 
Sophie Kimmance  
Kaysha Davies 
Sophie Cherrington
Libby Stevenson

Last week I saw a post by Ben Francis on Instagram that said...
'Your story is your brand's unfair advantage' 
And as ever, he is bang on. 

Yes, my obsession with him and Gymshark has well and truly come into 2026 with me. 

When founders start out they make one of two mistakes
...and I was also guilty of one of them for a long time

1️⃣ They become a walking CV and go all in on selling their services and skills, but leave out any of the human connection and personality that actually builds rapport. 

Or...

2️⃣ They 'hide' behind a company name. Thinking that the illusion of a bigger business operation and a team is more trustworthy than a solo business owner.

... I made the second mistake for two years. 

The reality is, you aren't the only person who offers what you do. 
You aren't that special. 

But you are the only person that is you.
You are the only person with your values.
You are the only person with your approach.
You are the only person with your personality. 
That is what people connect with. 

So in the words of wise old Ben...
"Share the lessons. Share the setbacks. Share the why."

This is one of the biggest obstacles we hear from founders and business owners who come to us looking to create a personal brand. 

In 2026, people are seeking out connection more than anything else. 
Be there for them to connect with. 

Been thinking 2026 is your year for launching your unfair advantage? 

Then let's chat.
📩 jordan@wearecoandco.com

You've heard of UGC.
Now get ready for EGC.

AKA... Employee generated content. 

Remember a few years ago marketing people started bangin' on about UGC? Promising brands it would help them to...

- Give their faceless business a more human feel
- Create deeper connections with their audience
- Build trust and rapport on an individual level 

Well, it worked. Brands lapped it up. 

The age of the 'content creator' was born. 
Consumers started to trust, align with and buy from brands based on the 'objective' feedback of another human that they connected with. 

...And now businesses are getting onto it as well, empowering their teams to document their experience of working in the business. 

This 'unfiltered' take on life inside the business and brand is seen as way more trustworthy, authentic ... and truthful, than the carefully curated and perfectly presented content being put out by the business itself. 

- It's coming from real person 
- It's coming from people at all levels of seniority 
- It's unpolished, low-fi and fun 
- It's mega for recruitment 

And... it gives a better ROI than other activity where big budgets have been spent on production. 

It has a higher chance of going viral because it feels real and relatable. 

The brands winning in 2026 are the ones who embrace the humans.

Duolingo, Monzo Bank, Gymshark are already winning when it comes to this strategy... and they aren't exactly doing bad for themselves are they? 

If you're looking for help in empowering your teams to maximise their own platforms and content in 2026, give us a shout. 

📩  jordan@wearecoandco.com

We are heading for a full circle moment...
In a digital first world, people are actively seeking out authenticity, human interaction and real life connection.

📱 2025 saw a 16% decline in the UK users of dating apps.
And before anyone says 'well they must be working then', they aren't. There are more single person households in the UK than ever. 

🎓 University students are refusing to 'peer review' essays that may have been written by ChatGPT. Instead asking for hand-written essays instead to ensure a human is behind it.

For brands, this shift is going to be really important to recognise and adapt to. 

The focus on building 'online communities' that are far reaching and allow everyone to be part of it, will still have a place...

But your customers are going to come looking for you offline too. 

They are going to want to meet you.
They are going to want to meet their community.
They are going to want an experience outside of a device.

And the kicker? 
You're online content will be all the better for having an offline presence. 

In the last year, we have been working with a brand in the property sector that has taken an experience first approach to their offering. 

This has involved over 20 offline activations, with 136 more planned for 2026. 

Every offline interaction has been documented and shared online... the result? 

- The highest engagement on posts about the offline activations
- Increase in followers and interactions from the online community 
- More attendees and sold out events each and every time 

Offline and online are not separate worlds.
They rely heavily on each other.

But in 2026, and going forward, you are going to need to invest in both.

Want to engage with more of your customers offline in 2026? Give us a shout.
📩 jordan@wearecoandco.com

Kaysha Davies got me the hot seat to kick the year off, and give everyone an insight into the world of co&co. 

Grab a brew, give it a watch.

And if you like what you see, why not drop me an email? 

📩 jordan@wearecoandco.com

2025 was a mega year for co&co ...and 2026 is looking class too. 
Here is just a flavour of what we got up to last year 🖤 
-
Like what you see? 
Let's chat jordan@wearecoandco.com

💥 LinkedIn Top Voice voice in motorsports 💥

Hit the 🔔 and follow me for insight into the world of motorsports across: 

🏁Sponsorships
🏁Branding 
🏁Licensing
🏁Education 
🏁Mentorship
🏁Industry news
🏁Female representation

I can support you select the best motorsport partnership for your brand.

Motorsports can open you up to an audience of over 1 billion people worldwide. 

🏎️ Formula 1 
🏍️ MotoGP
🔋 Formula E
🏎 WEC

For the last 24 years I've worked with some of the world’s biggest brands, providing: 

-  Exclusive partnership opportunities 
- Negotiation of deals and collaborations 
- KPI setting and measurement of ROI
-  Bespoke brand activations 

How does it work?

- A tailored approach 
- Unbiased data driven roadmap 
- Built around your commercial objectives

7 reasons why motorsport:

1. 𝗚𝗹𝗼𝗯𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹
Major motorsport events have a global following, attracting fans from diverse backgrounds and cultures

2. 𝗧𝗵𝗿𝗶𝗹𝗹 𝗮𝗻𝗱 𝗘𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁
High-speed action, intense competition, skilful manoeuvring, providing fans with an adrenaline rush and excitement

𝟯. 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻
Motorsport serves as a testing ground for cutting-edge automotive technology, driving innovation in vehicle design, aerodynamics, and safety features

𝟰. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗗𝗿𝗶𝘃𝗲𝗿𝘀
Star drivers, such as Hamilton, Leclerc, Norris, Marquez, contribute to the sport’s allure, building a fanbase beyond traditional motorsport enthusiasts

𝟱. 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲
Extensive media coverage, documentaries, series, online content, help reach a broad audience and keeps fans connected

𝟲. 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴
Motorsport provides global platforms for sponsors to showcase their brands, enhance the brand reputation, build B2B opportunities

𝟳. 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗙𝗮𝗻 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁
(Motorsport fans are a huge community online and offline, ready to be engaged and live the excitement of the sport they love)

Silvia Schweiger

The logos on an F1 car and MotoGP bike are never random. 

There's a clear hierarchy based on how much the sponsor invested.

Title sponsors sit at the top.

Revolut Audi. McLaren Mastercard. Scuderia Ferrari HP. Ducati Lenovo. Prima Pramac. Monster Energy Yamaha.

They give their name to the team, often dictate the livery colour, and own the most valuable assets: car/bike placement, drivers kit, passes, content, communication.

Their brand becomes part of the team's identity for years.

Other sponsors fill the remaining space.

Each placement has a value that's priced, measured, and negotiated through evaluations, proposals, contracts, approvals, brand guidelines, media value projections, and long discussions about objectives and ROI.

Data proves not all placements are equal.

The front wing delivers more TV exposure than the rear wing. The halo gets more camera time than the engine cover. The nose of a bike outperforms other positions.

Choosing the right placement is critical, especially if you're not the biggest investor on the grid.

Because sponsors buy visibility and more. 
It's activations, events, content, hospitality, social media, storytelling...all designed to multiply the value of the brand exposure.

That's where expertise matters. 
The right advisor can make the difference between "showing up" and getting ROI.

If you want to know where to position your brand to have the best exposure, send me a DM.

P.S Do you think bigger logos always mean better ROI?

undefined undefined

LinkedIn Fundamentals Course 

🏎️ Putting your brand in front of +2B people via motorsports 🏎️

💥 I'm a leading voice in motorsports marketing for 20+ years 💥

Hit the 🔔 and follow me for insight into the world of motorsports across: 

🏁Sponsorships
🏁Branding 
🏁Licensing
🏁Education 
🏁Mentorship
🏁Industry news
🏁Female representation

I can support you select the best motorsport partnership for your brand.

Motorsports can open you up to an audience of over 1 billion people worldwide. 

🏎️ Formula 1 
🏍️ MotoGP
🔋 Formula E
🏎 WEC

For the last 20 years I've worked with some of the world’s biggest brands, providing: 

-  Exclusive partnership opportunities 
- Negotiation of deals and collaborations 
- KPI setting and measurement of ROI
-  Bespoke brand activations 

How does it work?

- A tailored approach 
- Unbiased data driven roadmap 
- Built around your commercial objectives

7 reasons why motorsport:

1. 𝗚𝗹𝗼𝗯𝗮𝗹 𝗔𝗽𝗽𝗲𝗮𝗹
Major motorsport events have a global following, attracting fans from diverse backgrounds and cultures

2. 𝗧𝗵𝗿𝗶𝗹𝗹 𝗮𝗻𝗱 𝗘𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁
High-speed action, intense competition, skilful manoeuvring, providing fans with an adrenaline rush and excitement

𝟯. 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻
Motorsport serves as a testing ground for cutting-edge automotive technology, driving innovation in vehicle design, aerodynamics, and safety features

𝟰. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗗𝗿𝗶𝘃𝗲𝗿𝘀
Star drivers, such as Hamilton, Leclerc, Norris, Marquez, contribute to the sport’s allure, building a fanbase beyond traditional motorsport enthusiasts

𝟱. 𝗠𝗲𝗱𝗶𝗮 𝗖𝗼𝘃𝗲𝗿𝗮𝗴𝗲
Extensive media coverage, documentaries, series, online content, help reach a broad audience and keeps fans connected

𝟲. 𝗦𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴
Motorsport provides global platforms for sponsors to showcase their brands, enhance the brand reputation, build B2B opportunities

𝟳. 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗮𝗻𝗱 𝗙𝗮𝗻 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁
(Motorsport fans are a huge community online and offline, ready to be engaged and live the excitement of the sport they love)

Get your brand in front of 2B+ people with motorsport

Why do I teach a Master’s in Motorsport Marketing?

25 years ago, I started where many young professionals are today.

When I entered motorsport, I had no experience in the industry.
At my first job interview, I openly said:
“I don’t know much about motorsport.”

The answer I got was simple:
“You’ll learn.”

And I did.

Not because I was a fan.
But because I treated motorsport as what it really is: a powerful marketing platform.

I learned by:
– believing in my abilities
– working constantly on my mindset
– committing to continuous learning

From marketing and corporate communication,
to sales, sponsorship strategy, digital marketing, content, and brand activation.

Staying relevant today requires even more work than it did back then.
The industry evolves fast. Platforms, audiences, data, expectations. Everything changes.

That’s why I teach.

Because motorsport marketing is not watching races.
It’s understanding how brands invest, activate, measure, and grow through sport.

You can love Formula 1 or MotoGP and still not know how to build a sponsorship strategy.
For brands, it’s complex, strategic, and high-risk if done without the right expertise.

Teaching and mentoring young professionals is part of my personal mission.
The industry needs more fans.
But it also needs prepared, curious, and responsible professionals.

That’s what I try to pass on in the classroom.


📍 24ORE Business School

24ORE Business School

MotoGP 2026 just got a lot more interesting.

Toprak Razgatlıoğlu is the first Turkish rider to ever ride in MotoGP.

A phenomenal and special rider of rare talent, his arrival is anything but conventional.

3 times WorldSBK champion.
One of the most spectacular riders of his generation.
Charisma, personality, and a riding style that stands out.

He’ll be a rookie in MotoGP at 29, despite his multiple world title.
That alone tells you how big the challenge is.

Different bike.
Different tyres.
Different tracks.
Different race dynamics.

A steep learning curve and no guarantees.

That takes courage. And it deserves respect.

Will it be easy? No.
Will there be doubts about adaptation? Of course.

But one thing feels certain: Toprak will make MotoGP more exciting to watch.

Add to this a more diverse grid, including talents like the Brazilian Diogo Moreira, and you have a championship that feels broader, richer, more global.

From a sporting perspective, it’s refreshing.
From a marketing and sponsorship perspective, it’s gold: a bold move, new markets, a compelling narrative built on risk, challenge and ambition.

I can’t wait to see how this story unfolds on track.

In the meantime I enjoy the launch of this beauty!


P.S Toprak’s aura is palpable. 
In my 25 years in MotoGP, very few riders I’ve met truly have it.

One big misconception about working in motorsport?

That we don't work off season.

I’ve lost count of how many times people have told me I’m “lucky” because I must be on holiday until the season starts again.

The reality is quite the opposite.

For anyone working in partnerships, marketing, or communications, there is no off-season.

During the season, you’re delivering on the current year.
At the same time, you’re already planning the next one.

This photo was taken in Valencia, at the last MotoGP race on 16 November 2025. I was on track working with existing clients and prepping the new season with new ones.

The first MotoGP team launch?
13 January 2026.

To make that happen, teams, consultants, agencies, and sponsors work relentlessly all year long building commercial proposals, defining strategies, planning activations, and shaping content.

The festive break?
A couple of days to breathe. That’s it.

Motorsport never really stops.
And neither do the people behind it.
Would I change it?No.

PS: it’s bank holiday in Italy today, not in the UK, and most likely not for those working in MotoGP.

Buona Festa della Befana a tutti 🇮🇹

Without sponsors, there is no global sport.

(Sponsorship is one of the 3 main revenue sources for a team.)

This isn’t an opinion. It’s a fact.
Ask any motorsport team principal.

Sponsors provide the foundation that allows sport to exist, grow, and compete at scale.

At grassroots level, sponsorship means survival.
Equipment. Kits. Transport. Entry fees.
The chance for athletes and teams to simply show up.

At professional level, it’s what makes competition sustainable.
Technology. Logistics. Staff. Operations. Development.

And at the top, in Formula 1, MotoGP, and every elite series, sponsors become strategic.

They influence driver line-ups.
They enable teams to hire top talent.
They fund innovation and competitiveness.
They create campaigns that grow audiences and brands.
In short, they make the show possible.

That’s even more evident during team launch season.
These moments are rightly dedicated to sponsors too, because this is where partnerships become visible and the stories of the season begin.

Do you know what the main revenue streams are for an F1 team and a MotoGP team?

The Audi Revolut Team has finally been revealed.

A clean, sleek car. Minimalist by choice.

There aren’t many sponsors on it yet, but clearly enough to support the project alongside Audi. And that, in itself, is part of the message.

This reveal felt less like a traditional launch and more like a brand statement.
A declaration of intent.

A way to introduce a new team identity and start fresh.

It will be interesting to see how this look evolves over time, as the project grows and the commercial ecosystem develops around it.

Very curious to see what comes next.

Do you like the car?

I really like the Adidas team kit collection, a bit too monochromatic for sponsors to stand out (especially the light grey on the sleeves) but very new and distinctive.

Why is Lewis Hamilton the most marketable athlete in the world?

(no matter his tough 2025 season)

Yes, it starts with what he achieved on track but the real answer lies in everything he has built off it.

What is marketability?

It's about the fit, consistency, cultural relevance, and the ability to build a world around yourself that outlives performance.

That’s exactly what the SportsPro 50 Most Marketable methodology captures with the Athlete Persona Model (a smarter way to measure what truly matters for brands.)

This model treats them like an investment portfolio:
different profiles, different levels of risk, different types of return.

Athletes fall into clear personas: 
Cultural Icons, Rising Stars, Consistent Performers, Niche Icons and so on.

And Hamilton sits where he’s always belonged: a Cultural Icon.

Here’s why:

1. He’s not just a driver: he’s a brand ecosystem.
Fashion, culture, DEI, activism, media, sustainability… he built verticals that stand on their own. His influence compounds.

2. He’s the definition of performance + purpose.
Brands aren’t buying visibility. They’re buying values, trust and long-term alignment. And Hamilton has spent years building all three.

His audience behaves like a community, not a crowd.
It’s loyalty, advocacy, and storytelling — everything brands want.

3. His reach is global and multi-sector.
Luxury, lifestyle, tech, culture: he’s relevant everywhere.

Across every driver of marketability (brand strength, reach, sentiment, economics, longevity) Hamilton scores at the top.

That’s why he leads the list.

***

Marketability shouldn’t be a guess.
It should be a strategy.

The smartest brands today aren’t just chasing hype.
They’re building balanced “athlete portfolios” that match their mission, audience and risk tolerance.

Lewis Hamilton is the benchmark: not just because he’s a champion, but because he built one of the strongest, most resilient personal brands in global sport.

Is Lewis the last true “cultural icon” in motorsport?

SportsPro

Formula 1 is bigger than ever.

(But it was never small.)

New audiences, new markets, new commercial success, yes.

But none of this happened by accident.

What we see today is built on one of the strongest pieces of IP in global sport.
More than 70 years of racing, legacy, and credibility.

Building that kind of IP from scratch takes decades of strategy and investment.
Formula 1 already had it when Liberty Media took over in 2017 and that was a huge part of its value.

Liberty didn’t buy a blank canvas or a shrinking ship.
They bought a powerful sport and a strong IP, then did a very good job modernising it. 
Opening it up, making it more accessible, and packaging it for a new generation.

Netflix then tapped into it and amplified that work, bringing millions of new fans into the sport.

That growth is real.
And it’s deserved.

But it only works because the foundation was already strong.

This sport is not about the current season.
It is about legacy, charisma, resilience, and a constant pursuit of perfection that started over 70 years ago and never stopped.

New fans may arrive through Netflix, social media, or movies.

What keeps them and what attracts brands is the depth of the story and the feeling that this is something much bigger than a championship.


Formula 1 has always been huge, perhaps more visible on track than off it, but always global in ambition and impact.


P.S Did you come to Formula 1 through Netflix or were you here before the hype?

This is my favourite teaser campaign in motorsport.

You don’t show more. You show less. And make it mean something.

That’s how you build anticipation in a launch cycle overcrowded with noise.

Simple. Confident. On message.

"keeping the W17 under wraps until January 22." 

One image do all the work:
– it builds tension
– it reinforces the product promise (“Built Privately”)
– it only works because of this specific partnership

No leaks. No noise.
Just control, timing, and a clear brand idea.

Very smart creative 👏

As smart as their logo placement:
the tiny WhatsApp icon on the steering wheel.
Possibly the smallest logo placement ever and easily one of the cleverest.

You don’t need to work in Formula 1 to build a successful career in motorsport.

(Yet this misconception is stronger than ever.)

F1’s exposure has exploded.
Social media, Netflix, celebrities, packed paddocks.
It’s easy to believe that if you’re not in Formula 1, you’re somehow playing in the second division.

I understand why people think that.
But it’s not how the industry works.

Motorsport is much bigger than F1.
And career opportunities exist well beyond it.

I see this every day.
With the students I lecture.
With the messages I receive from young professionals trying to break into the industry.
Many are passionate, talented, motivated.
But a lot of them see F1 as the only destination.

The reality?
F1 is one part of a very large ecosystem.

MotoGP, Moto2, Moto3, WorldSBK, Formula 2, Formula 3, Formula E, WEC, Nascar, IndyCar, Dakar, national championships.

Each with different dynamics, budgets, cultures, timelines, and opportunities.

And in many cases:
 • faster learning curves
 • more responsibility earlier
 • broader exposure to the business


Success in motorsport is not defined by the grid you walk in.
It’s defined by where you can grow, learn, and build real expertise.

My advice hasn’t changed, and it’s even more relevant today:
keep an open mind.

The right opportunity might not be where the spotlight is brightest.
But it might be where you build the strongest career.

MotoGP hasn’t even started the 2026 season yet.

And the 2027 riders’ market is already in full swing.

Shakedown tests are underway in Malaysia.
And yet, most of the attention is already on rider movements.

Marc Márquez reportedly confirmed with Ducati.
Pedro Acosta rumoured to be in discussions with Ducati as well.
Fabio Quartararo linked to Honda.
Jorge Martín reportedly looking for a seat away from Aprilia.

Why so early?

Because most agreements expire in 2026.
And because 2027 represents a major reset for MotoGP.
New regulations.
New engines.
New tyres.
New aerodynamics.

Riders and teams want to secure the best possible position as early as they can.

Does this affect the 2026 season?
Hard to say on track. 
Riders will always want to win, regardless of where they go next.

But commercially and strategically, it absolutely does.
Riders today are not just athletes.
They are brands.
They deliver results on track, but also bring personal sponsors, audiences, engagement, and commercial value, which can sometimes clash with a new team, a new manufacturer, or existing partners.

For sponsors, this matters.
A brand may invest because a top rider is part of a project.
A rider change can reshape the value of a partnership or create conflicts with personal deals already in place.

This is why the riders’ market is never just a sporting topic.
It’s a business topic.

And it’s exactly this kind of complexity that people working in motorsport deal with every day:
sporting performance, long-term strategy, contracts, branding, sponsorship alignment, and timing.

Following a trend, I’ll share my prediction below.
What would you add/change?

3 things I look out for in the MotoGP 2026 season

1️⃣ More competition at the top:
I’m hoping to see Aprilia, Honda, Yamaha challenge Ducati’s dominance.
More manufacturers in the fight means a healthier championship and a far better show for fans.

2️⃣ Toprak joining the grid:
Seeing Toprak Razgatlıoğlu as a MotoGP rookie is something I genuinely can’t wait for.
It won’t be easy to adapt, and expectations should be realistic. 
But MotoGP needs his charisma, personality, and unmistakable riding style.
From a marketing perspective, this is a fantastic opportunity too — a bold story, a new audience, and real character.

3️⃣ Jorge Martin’s first full season:
After experiencing last year closely, I can only wish Jorge Martín a normal, uninterrupted season.
I’m confident he can do very well on the Aprilia if given continuity and stability.

***

+Bonus one: 
Diogo Moreira joining the grid and the Brazilian race back in the calendar:
A great addition to the championship sporting-wise, commercially, and in terms of global reach.


What are you looking forward to the most in MotoGP 2026?

It’s team launch season. 

The 2025 season has just finished, and we’re already deep into the 2026 one.

Why team unveilings matter?
I get this question all the time.

Team launches are not just “nice presentations”.

They are strategic moments:
– the first opportunity to present a new car/bike/lineup
– the first real engagement moment with fans and media
– the first global stage for sponsors and partners
– the first chance to shape the narrative of the season ahead

They set expectations.
They define positioning.
They tell stakeholders where a team believes it stands.

For fans and media, launches offer the first insights into:
– new liveries
– new line-ups
– early technical direction
– team ambition and confidence

For sponsors, they are the first major visibility moment of the season, often designed to maximise reach, excitement, and brand alignment.

And nothing is random.

The timing.
The format.
The location.
The guest list.
What is revealed, and what is deliberately held back.

***

This year, expectations are particularly high, especially in Formula 1.

There’s a clear appetite to see the new 2026 cars. 

What many are hoping for is a first look, technical insights, clear details, meaningful interviews.  

I'm quite confident F1 launches will be more pr and promotional events
and teams will continue to protect key concepts until later.

We will see the new 2026 MotoGP bikes, but not the new F1 cars.

What team are you most looking forward to see?


P.S Anyone heading to the 1st MotoGP launch in Siena?

A fan-centred week to launch the MotoGP 2026 season.

Is this the first sign of a new era?

I’ve been working in MotoGP for 20+ years.
I was there before Ducati joined the championship.
I’ve seen MotoGP grow, reach its peak, suffer after Valentino’s exit, and now reposition itself as it enters the Liberty Media phase.

So when I see a launch like this, I don’t look at it as a one-off event.
I look at it as a signal.

Bringing the season launch to Kuala Lumpur, and turning it into a city-based, fan-first, week-long experience, feels like a very clear direction of travel.

From 2 to 7 February, a dedicated Fan Zone inside KLCC Shopping Mall allows fans to experience MotoGP up close.
Bikes, technology, interactive displays, activations.
The sport made accessible beyond the paddock.

On launch day, the Pit Box-style bike display offers a first look at the 2026 bikes.
Then MotoGP moves outdoors, beneath the Petronas Twin Towers, with an urban bike run, rider presentations and live music, sport meeting culture and city life.

This isn’t diluting MotoGP.
It’s bringing more people into a great show.

***

I know there’s scepticism in the paddock.
There always is when a sport evolves.
New fans, new markets, new formats can feel uncomfortable, especially to those who have been here a long time.

But growth doesn’t mean losing identity.
It means giving more people the chance to understand, experience, and fall in love with the sport.

And I’m glad to be here to witness it, with both new and long-standing partners choosing to invest in MotoGP’s future.

The female fan economy is not a trend.

It’s the biggest growth lever in motorsport right now.

It was my prediction in 2024.
I said it again in 2025.
And it’s still true in 2026.

The data now confirms it clearly: women represent around 41–42% of the global Formula 1 fanbase, with similar dynamics emerging across motorsport.

And yet, strategies, products, and narratives are still lagging behind this reality.

One of the biggest misconceptions I’ve challenged since the very beginning of my career is the idea that women, and female brands, don’t belong in motorsport.

They do.
And they always have.

Women have been part of this sport all along.
Yes, we were fewer.
Quieter. 
In the same roles.

What’s changed today is presence, but also visibility and voice.

Women are now more confident as fans.
More vocal as professionals.
More active as decision-makers, consumers, and community builders.

And this has very real commercial implications.

Women are highly engaged fans.
They buy merchandise.
They plan experiences.
They influence the majority of purchasing decisions.
They convert and multiply value.

This is why the opportunity ahead is so significant, especially for sectors like fashion, beauty, and lifestyle, which are only just beginning to understand the scale and depth of the motorsport audience.

Motorsport offers something few platforms can:
global reach, cultural relevance, emotional attachment, and year-round storytelling.

As Oana Leonte rightly says in her article "Motorsport is no longer a niche.
It’s a cultural system with fashion, fandom, and IP at its core."

See the link for the full article in comments.

IP is the new influence → Brand Entertainment & IP Monetization Strategy → Founder of unmtchd. • Ex-Disney, Warner Bros., Nickelodeon, PUMA • Speaker

Team launches are the first scene of the new season.

Have you even been in Siena?

The Accademia della Musica Chigiana, inside a palace from the 1200s.
History, culture, and tradition as the backdrop.
While competition, speed, technology, and challenge are very much the present and the future.

That choice alone tells a story.
In this case, the story of the Pramac Racing team.

Yes, team launches are corporate and media events but also moments where identity becomes visible.
They connect past, present, and ambition in a single frame.

They are statements.
About who you are.
Where you come from.
And where you want to go next.

Roots matter, even in a sport that’s constantly chasing the future, racing across continents, cultures, and global markets.

Anthropic. Gemini. Perplexity. 

And now TWG with Cadillac: AI is officially everywhere in Formula 1.

And honestly, what better place than F1 right now?

This is a sport where data decide races.
Millions of data points, in real time.
Clear performance metrics.
Immediate feedback.
No room for guesswork.

Formula 1 is almost the perfect proof-of-concept lab for AI.
If your technology can optimise decisions here, under pressure, at 300 km/h, it’s credible everywhere else.

That’s why AI works in F1 without feeling gimmicky.
“Faster decisions. Smarter strategy. Better outcomes” is not a slogan here.
It’s the reality of the sport.

From a commercial perspective, it also makes total sense.
AI companies are high-value, future-facing partners that fit naturally with F1’s data-driven DNA.
And in the cost-cap era, they are exactly the kind of strategic sponsors teams want on board.

Is this a trend?
No, it’s a structural shift.

F1 has always been a technology showcase.
AI is simply the next layer.

And we’re only at the beginning.

P.S. do you like Williams defining Claude their "official thinking partner"

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