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

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 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?

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!

Swish Goswami is the Head of Growth & Marketing at Boardy along with being an author, speaker, investor, and content creator. Swish has previously been the Head of Growth at Parallel Studios and the co-founder of Surf (acquired by Datacy). 

On the side, Swish is the co-host of the Track Limits podcast. The podcast is focused on telling the in-depth stories of various personalities in Formula 1 from mechanics and drivers to team bosses and content creators. 

In 2022, Swish released the book “The Young Entrepreneur” under the Kogan Page imprint in several languages. He currently sits on the Next Gen Council for Covenant House Toronto and is the Board Chair for the League of Innovators. Through his angel fund AGEX Capital, Swish is an investor in companies like FaZe Clan, Othership, Wombo, and Upstream. Swish has been recognized as a LinkedIn Top Voice with over 200M content views and was the one of the creators of the LinkedInLocal movement. 

Swish previously worked as a UN Youth Ambassador, a consultant for Fortune 500 companies like Western Union, Google and American Express and an analyst at JB Fitzgerald Venture Capital (founded by NBA player Trevor Booker). 

For his entrepreneurial and philanthropic achievements, Swish was inducted into Bay Street Bull’s 30 under 30, recognized as a LinkedIn Top Voice and awarded Startup Canada's Young Entrepreneur of the Year award and the United Nation’s Outstanding Youth Leadership award. 

As a former debater who represented Canada twice at the World Schools Debating Championships, Swish also has a passion for public speaking. He has given four TEDx talks and enjoys speaking under North America’s prestigious bureau Speakers Spotlight. He has spoken at over 300 events around at the world including at Harvard University, Wall Street Journal, STAPLES Center, World Business Dialogue, American Express, IIT Bombay and the United Nations.  

Swish is always looking to speak about his experiences at schools and events. 

For speaking requests and brand collaborations email swish@boardy.ai

Swish Goswami

🚨 HIRING ALERT! 🚨

We’re hiring more engineers at Boardy during one of our most fun and intense phases yet!

The number of conversations that Boardy is part of every day is growing faster than we expected, and we need more engineers to support him. 

We’re expanding the engineering team and bringing on AI and ML engineers who want to work on Boardy's core intelligence.

You will decide what Boardy should pay attention to, how he should learn from experience, and remember conversations.

If you’re excited by fast-paced environments, big technical challenges, and building something world-changing, link in the comments below to apply!

Head of Growth at Boardy (AI Super-Connector) & LinkedIn Top Voice

Boardy met Canadian PM Mark Carney this week at Davos, Switzerland! Well kinda…

During the World Economic Forum, Boardy was a community partner at Renaissance Summit Davos, hosted by Paloneo and Antler.

The room brought together around 90 founders, investors, operators, family offices, and policy leaders to confront Europe's most urgent challenges.

While Europe’s future was being debated on stage, Boardy was busy connecting some of the top global leaders with each other behind the scenes.

Ding ding ding! Over 1,000 Boardy Deal Partners are now onboarded in Slack.

The energy and calibre of people has been unreal. Former founders, investors, and operators are coming together through Boardy with a shared goal of helping founders actually move forward.

You might’ve seen a wave of Deal Partner announcements on your feed over the last few weeks. We’ve been quietly cooking behind the scenes.

Deal Partners are already making thousands of referrals, helping founders fundraise for free, and will earn 50% carry on the deals they bring in. We’re also rolling out an additional referral incentive soon.

If you have strong access to founders and want to be part of a network that’s actually doing the work, apply using the link in the comments.

Boardy is now fully agentic on Slack!

I was listening to Frankenstein music when this happened (you’ll see why).

Founders and investors already live and breathe Slack, and now they can message him to walk through their positioning, recent matches, and recent context.

That means less jumping between email threads or WhatsApp just to get context, and a much smoother way to build relationships and close deals.

Mind blown.

Last week, Boardy hosted his first AMA on Reddit's r/entrepreneur!

Credit goes to Anthony M. Gonzales, for being open to the idea and inviting Boardy to speak to the community's 5 million members.

As far as we know, this was the first time an AI has ever done an AMA, and the thread stayed focused on asking practical questions.

Naturally, there were also a few comments throwing around things like “startup slop,” which comes with putting something new in front of the internet.

We see that stuff, have a quick laugh, and move on, because we care a lot about what we’re building without taking ourselves too personally or too seriously.

That’s just part of building in public.

I can’t believe this is happening. Boardy just transformed his own business model.

He decided to stop charging founders for fundraising support because he doesn’t want anything getting in the way of the best founders meeting the right investors.

If you’ve ever raised a round, or watched a founder raise, you know how this goes. Weeks of prep, back-to-back meetings, repeating the same story over and over, and still not knowing whether it’s actually going anywhere.

Boardy doesn’t want fundraising to be the reason great companies get held back. So he’s helping founders raise their rounds for free.

Instead of signing a contract, it’s a simple handshake. If he’s genuinely helpful and a founder closes their round, all he ask is that they work with him later on recruiting, marketing, or sales.

That’s it.

If you’re raising now or planning to soon, the link’s in the comments!

Quick update after sharing Boardy’s Series A deck earlier this week!

The reactions were polarized. Some people immediately dismissed it, others immediately wanted in, and that was intentional.

The deck wasn’t designed to persuade everyone or win over people who are on the fence. It’s meant to be a clear expression of how we think, the future we believe is coming, and the kind of company we’re deliberately building.

We have a slide in our deck that lays out the four core beliefs for you to be excited about investing in Boardy. If those don’t resonate, this probably isn’t the right fit. 

We believe Boardy has the potential to be one of the few companies every decade that fundamentally changes how the world works - by making networking more efficient and accessible for every founder.

You can’t fully understand Boardy through slides alone. The best way to understand him is to give him a call!

I’m excited to be speaking at TechExit.io Vancouver 2026! I’ll be talking about Surf's journey, what it was like going through hyper-growth, and how things changed when momentum slowed and real decisions had to be made.

We’ll talk honestly about timing, pressure and what it’s actually like navigating an exit when the path isn’t straightforward, including a buyer walking away after an LOI. No sugarcoating. Just what we learned and what I wish I’d known earlier.
 
If you’re a founder thinking about scale, optionality or trying to make sense of the current market, I think this will be a useful conversation.

Vancouver · Feb 19, 2026
Early-bird pricing ends Jan 22
Use SGOSWAMI20 for 20% off

https://techexit.io/

Reggie Brown is the Snapchat co founder you almost never hear about and that’s not an accident.

Here’s the most factual version of the story we have on the record (with dates, filings, and what was alleged vs what was disclosed).

1) The early days (Stanford, 2011)
Court docs and reporting describe Brown bringing the core concept of disappearing photo messages to Evan Spiegel who then pulled in Bobby Murphy to build it. The product first launched as “Picaboo” on iOS on July 8, 2011 and was then was relaunched as “Snapchat” in September 2011. 

Brown claimed credit for the ghost branding, including the “Ghostface Chillah” mascot/logo referenced in multiple accounts of the early product. 

2) The break and the “erasure”
Within months of launch, Reggie Brown was out of the company (that part is consistent across the major timelines). After that, the public origin story that spread broadly focused on Spiegel and Murphy while Brown’s role became a footnote unless you followed the litigation.

3) The lawsuit (filed 2013)
In February 2013 Brown sued, claiming he co founded Snapchat and that the company was using intellectual property he jointly owned with the founders. 
Snapchat disputed his contributions and the case dragged on until a settlement in September 2014, with the terms described as confidential at the time. 

4) What we learned later: the money
When Snap filed to go public, its S1 disclosed it agreed to pay “the individual” $157.5M total related to that dispute (with $50.0M paid in 2014 and $107.5M paid in 2016). 

5) Why his name “vanished”
There isn’t one single dramatic explanation in an official press release. It’s a combination of things that tend to happen in founder breakups:

- He left early (before the company’s world scale growth), so he wasn’t around for the story telling phase. 
- The dispute moved into legal territory, and the settlement was confidential at the time, which limits what parties say publicly. 
- Some reporting has described a gag order or strong NDA dynamics as part of the settlement, but the clean, primary fact is simply that the terms were confidential and the S1 later disclosed the payment. 

The lesson I take from the Reggie Brown story (especially if you’re building a business with friends):
- Decide “who did what” while it’s still fun
- Paper equity early (and update it when reality changes)
- Don’t wait until traction to clarify ownership, IP, and credit

P.S. if you're a founder looking to raise or an investor looking to deploy capital into the best founders, check out https://boardy.ai

When I was 20, I dropped out of my second year of college.

I don’t generally encourage people to drop out, but for me, the urge to build something was so strong that it felt like the only option.

Looking back, it was one of the best decisions I’ve ever made. It gave me the freedom to pursue a very ambitious idea, invest deeper in my network, and try things without constantly worrying about whether I’d regret it later.

I think more people in their early 20s should seriously consider going after their most ambitious ideas, because at that stage of life you usually have fewer long-term responsibilities, like a mortgage, a family, or major financial commitments.

That makes it easier to take meaningful risks and fully commit to what you want to build in a way that often becomes much harder later on.

This isn’t to say that college or university isn’t valuable, because it absolutely is for many people.

But there’s more than one path to success, especially today, when learning and opportunity exist across many platforms, far beyond universities.

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The Battle

Nirupam Singh

Swish Goswami

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Nirupam Singh's LinkedIn Performance

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Performance ScoreNirupam Singh's LinkedIn Performance