I ghostwrite Educational Email Courses for motorsport brands so they can turn fans into fanatics | Creative Director & photographer

I am the founder of The Commercial Table, where I talk about the commercial world of sports and entertainment. 

We also help commercial executives turn partnerships into revenue through the newsletter and consulting practice.
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My career is far from traditional, almost paying catch-up at times - I spent 10 years as a photographer before transitioning to writing, lived across three countries (with more airport mishaps than I care to count), and somehow found my way into the niche world of motorsport marketing without ever fully stepping into the corporate world.
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My approach to LinkedIn mirrors largely my personality - more listening than speaking, trying to be more authentic than polished. My theory is If you treat LinkedIn like Twitter in 2021, you'll win. I am obsessed with how comedians and TV shows write, have dreams of working on a screenplay someday, and can talk your ear off about tennis.

I have coached 30+ clients globally, earned LinkedIn Top Voice recognition, and built my business by following curiosity and scratching my own itches - and putting ideas into action.

Nirupam Singh

Red Bull Racing launched their 2026 F1 car in Detroit - Ford's backyard

Let me catch you up to speed (pun intended).

Ford's name is on a power unit built in a brand-new 5,000 sq ft factory at Red Bull's UK campus.

They hired 600-700 engineers in four years to make it happen.

Recruiting 600-700 specialized engineers in one of the most competitive talent markets in the world.

We're talking hybrid powertrain experts who could work anywhere. Mercedes HPP, Ferrari, Cosworth. Red Bull had to convince them to bet on a startup engine program. 

That required serious employer branding. The comms budget serves fans as much as recruitment marketing. 

Every press release, factory tour, "behind the scenes at Red Bull Powertrains" video served double duty: validate the Ford partnership AND attract engineering talent.

Ford gets association with actual R&D and the factory itself becomes content—development stories, hybrid tech narrative, engineering deep-dives. Try putting a media value number on that.

The Detroit launch location tells you everything about who this activation is for. American automotive heartland with Ford's audience. This is a B2B play dressed up as a car launch.

Red Bull built infrastructure and Ford gets to tell that story for years with factory construction, engineering milestones and race performance.


So Red Bull turned their BUILD function into a GROW asset. The factory construction narrative attracted talent, validated commercial partners, and created years of content.

But yes the car livery looks pretty much the same.

Helping people master the commercial playbooks in motorsport | Founder @ The Commercial Table

Cadillac Formula 1® Team is capitalising on their entry into the grid with a series of creator-led YouTube videos.

But they're not hiring creators to do it; they're using creator tactics themselves.

I was watching their "Small Town Building Cadillac's First Formula 1 Car" video over the weekend, and what strikes me is how un-corporate it feels. 

You can hear the PR lead's (Annie Bradshaw) actual passion about bringing the public into the process. It's this unassuming warehouse taking on the F1 giants. Classic underdog framing.

Five years ago, this wouldn't have been allowed. Teams controlled everything, and with no transparency, no behind-the-scenes during buildouts. Rightfully so.

Cadillac's documenting the journey, bringing fans inside before the car even hits the grid.

What's interesting is that it’s a third-party sharing this, even though it's on GM's channel. Very run-and-gun style.

Obviously controlled and carefully edited, but you still feel like you're stepping into their story as an outsider. That's really hard to pull off when you're the brand publishing it.

Every team says, "We're here to race and win." Cadillac went deeper with the narrative—small town, first-timers, taking on the establishment. Story over statement.

That’s what I wrote about for Tuesday’s newsletter.

How marketing-led businesses use creator approaches without becoming media companies.

Major League Baseball (MLB) did this by partnering with Jomboy Media—the first league to take equity in a creator company. Cadillac's doing the DIY version where they adopt creator tactics internally.

Both work. Both strengthen the core business, which includes fan engagement, sponsor appeal, and identity. Without abandoning what they actually do.

I talked to Jack Davis, who invested in Jomboy back in 2019 when Jimmy O'Brien had a modest Twitter account. He told me every league is figuring out creator strategy right now because media distribution changed more in the last 7-8 years than in the previous 40.

The MLB-Jomboy deal worked because neither side needed it, and Jomboy was already profitable and growing. MLB doesn't need any individual creator, but the timing was right because MLB was evaluating their entire creator strategy.

Jack's framework for evaluating it came down to community depth. 

Tuesday's newsletter breaks down how to evaluate creator partnerships, what separates community depth from vanity metrics, and why this isn't about becoming creators yourself.

It's about marketing-led businesses using creator strategy to strengthen their actual business—sponsorships, tickets, broadcast rights.

P.S. I am heading to London tonight for the Autosport Business Exchange, if you’re going or are in London. I would love to meet.

Newsletter drops Tuesday. Link in comments.

Just finishing a week in London. I was here for Autosport Business Exchange, The Race Media Awards, and a bunch of meetings crammed into four days.

Some observations from the events and meetings with people: 

Apple's F1 broadcast deal: The Global Head of Sports at Apple spoke. Didn't say much. When asked about integration plans: "We'll enjoy the first broadcast, then look at feedback."

That's unusually reactive for Apple. They typically ship with conviction. In F1? They're iterating because they don't fully understand what they're getting into yet.

Formula E's pivot: Alejandro Agag mentioned sustainability has lost its appeal with fans and sponsors. They're going all-in on performance with Gen 4. Also trying to crack China the way F1 broke into the US.

Not too late, but they're definitely trying to find their way.

The pitch problem I kept seeing: Properties leading with audience numbers and demographics instead of narrative. It's backwards.

Data tells facts. It doesn't sell emotion. The brands that get pitched successfully leave thinking "damn, they know our brand better than us."

Most properties are pitching themselves, not the brand's transformation.

The fragmented commercial process: Sales closes the deal. Strategy creates the plan. Data validates it. Activation executes what got sold.

But activation should be involved from day one. Otherwise, partnerships get sold that can't be delivered as promised.

IMO: The rights-holder is one product. The brand is one product. When they come together in a partnership, that's an entirely separate product requiring its own marketing, build, and operations.

Most teams aren't probably not structured for that reality. They're structured to close, not deliver.

The execution gap in motorsport commercial is widening.

Full breakdown in today's newsletter—link in comments.

P.S. If you were in London last week and we didn't connect, let's fix that. Always down to continue these conversations.

Photo Credit: Autosport Business Exchange, a Motorsport Network event

I was having dinner with a racing driver yesterday, and the concept of media training and loss aversion theory came up.

It related to the newsletter I shared on Tuesday about how media training kills commercial value.

After reading the motorsport.com article about Andre Dovizioso, who’s spent 20 years in MotoGP.

His observation was "Today, with social media and smartphones, we can see a lot more, so everyone has become much more diplomatic and tries to present a more composed image. They hide a little bit to try and avoid problems. Ultimately, we see very little that is true.”

When it comes time to it.

Athletes find they won’t risk a £500k sponsorship for the potential upside of a deeper fan connection. Even though that connection is what created the £500k value in the first place. 

It got me thinking about the cycle that keeps repeating:

Authentic personality builds following → Commercial deals come in → Fear of losing those deals sets in → Media training strips all edge → Fans lose interest → Commercial value decreases anyway.

Not in all cases, Max Verstappen being a prime example of someone who still speaks his mind.

But he’s an anomaly.

I shared more core insights in the newsletter:
→ The Authenticity Paradox
→ The Self-Defeating Cycle
→ Loss aversion
→ Brand Blindspot
→ The Solution

I broke down the full cycle in Tuesday's newsletter: why "safe" athletes become commercially invisible and what commercial assets and right-holders can do to address this.

Link in comments.

“We couldn’t finish the race because we had a Microsoft auto-update”

To be honest Mercedes and Microsoft couldn’t make more sense, very serious very professional. 

Side note: anybody else finding it tough to keep up with all the partnership announcements?

Claude and Williams' F1 partnership proves that not every partnership announcement has to be over-the-top

Earned media will pick it up, so the focus should really shift to: 

What can we say about this partnership without shouting it? 

The bare minimum should be a simple video from the founders at Anthropic announcing: 

1. Why it's happening 
2. Why should people care 
3. What can people expect 

I'm sure this video wasn't easy to execute, but it also doesn't demand your attention like a screaming toddler.

Cool partnership, hope we see some unique activations

I'll be honest—my sports watching bandwidth is maxed out.

F1, Tennis, Premier League, MotoGP. That's it. Something has to get cut if another property gets added to that list. That's already too much for many. 

So when Formula E shows up asking for my attention, I have to decide: what bumps off my list? And that's when I started thinking about the sustainability positioning as a differentiator.

Formula E is entering its 13th season, with the series claiming it has 422 million fans. 

They're building some of the most technologically advanced race cars in the world. Gen4 launching this season has 600kW of power and active all-wheel drive.

The manufacturers are committed, and the product looks great.

And Blackbook Motorsport's Cian Brittle asks a great question: Does sustainability still carry enough weight to impact fans?

Because as rights holders chase growth for their fanbases, they're all running into the same fundamental problem: 

People have limited attention bandwidth and, frankly, way too many options in the sporting realm to choose from.

Just look at motorsport alone: F1, MotoGP, IndyCar, WEC, NASCAR, rally, Formula E. We understand the concept of racing. But we choose to watch certain series over others.

Why?

It's about memorable positioning, stories over statistics, and conviction over credentials.

It's about how you market those stakes and communicate that messaging through your channels.

Formula E does not face this challenge alone. 

Most rights holders face this despite their product being top-notch.

Here's what I've learned working with properties, trying to build commercial value:

People remember 2-3 things about you. Don't let them be random.

When I think of Formula E:
→ Electric Racing
→ Sustainability
→ Street circuits

Those are operational facts, not reasons to watch.

When I think about why my friends watch F1:

→ Driver rivalries spanning seasons
→ Technical regulations create winner-takes-all eras
→ Underdog teams occasionally shocking the grid

Those are reasons to prioritise it over alternatives.

What are your property's 2-3 memorable things?

Do they answer "why should this be a must-watch" or just "what is this"?

I broke down the entire framework for how properties break through limited bandwidth—the displacement question, the 60-second stranger test, why stories trump statistics, and what Formula E's Gen4 pivot reveals about conviction vs. credentials.

Read the full breakdown in this week's issue of The Commercial Table 👇

In an effort to be 5% better at writing The Commercial Table. 

To become a better marketer and deepen my understanding of commercial strategy, I am going through my list of 12 books.

Starting with "The Making of The Masters."

I'm not a golf fan, and I don't expect to be. I tried it, I'll stick to my racquet sport.

But there's already gold in Chapter 1.

Augusta started with a clear point of view. Bobby Jones believed that once money was placed on a match, the game changed from passion to profit. He called it contrary to "the spirit of amateurism."

That stance shaped everything - from how the tournament was structured to what it stood for.

90 years later, people still talk about the green jacket more than the prize money.

P.S. I am consumed by that Lego Set build I built over Christmas.

I took two weeks off from this platform. How do I write on here again? Anyways, this is my way to say. Go subscribe to the newsletter. Happy New Year!

💥 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

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

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

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?

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.

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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)

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.

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?

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?

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 🇮🇹

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.

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?

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?

Do you believe in New Year’s resolutions?

I see 2 approaches:

1. Those who believe January 1st is the they will change everything.
2. Those who believe any day is a good day to start a goal or a new habit.

Right now, social media is exhausting.
Resolutions. Goals. Challenges. New routines. New lives.
All at once.

But let’s look at the reality:

• 25% quit by the end of the first week of January
• 40–50% quit by the end of the month
• Only 9–12% make it to the end of the year

That’s why I don’t believe in New Year’s resolutions.

People don’t fail because they lack motivation.
They fail because they set too much.
Too big. Too fast. Too unrealistic.

They get overwhelmed.
And overwhelmed people quit.

The new year can give you a push.
But motivation doesn’t keep you going.

Doability does.
Consistency does.

***

Instead of chasing the latest challenge in January, I start with an annual review.

What worked — and what didn’t.
What made me happy — and what didn’t.
What I’m proud of — and what I’m not.
What I gained and what I lost.
Who I spent my time with — and whether it was worth it.
...

Then I ask myself one simple question:

Based on all of this, how would I approach the new year?

That’s my real starting point.


P.S Are you type 1 or type 2?

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.

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?

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.

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