Track Limits

Creative Director

Creative Consultant

Nirusinghr

Founder

Mac Clark Racing 

EarthOne

Head of Content

Sport Signage

Digital Marketing Manager

Racing Edge

Marketing Manager

Pfaff Automotive Partners

I continuously developed Pfaff's Mercedes and Subaru social media presence; community management, creative direction, and marketing strategy.

Improved customer and sales experience within the first three months by onboarding a video service by presenting vehicles to customers to improve the car buying process more efficiently. 

Negotiated an advantageous distribution partnership with a local media outlet, a relationship that is retargeting old customers and tracking in about 20% of traffic to the website. 

Monitoring and maintaining all digital platforms including corporate website, along with website analytics and reporting digital campaign performance and Monitoring and reporting on Search Engine Marketing and Search Engine Optimization activities

Developing campaign briefs for upcoming and new inventory including brand activations and project manage the process from strategy planning to execution, in ongoing collaboration Mercedes-Benz Canada and Subaru Canada.

Email marketing monthly newsletters and communicating offers and events to a list of 20,500 contacts across Mercedes and Subaru; maintained an open rate of 50-60% and click-rate of 25%

Report on insights that help to inform Organic and Paid social media, analyze and evaluate brand content performance on a weekly, monthly basis; optimize content to meet brand/channel needs and objectives

Planning, and building partnerships for sponsorships for the year to increase brand awareness in the community. 

Managed the development and implementation of several campaigns through all digital channels including Mercedes and Subaru models.  Duties spanned 360-project management and included: sourcing and creating content, briefing graphics and creativity, planning marketing communications of each vehicle's features.  

Ad-hoc campaign support – monthly brand offers, new product communications, retailer announcement emails, Sales Events etc.

Brand Marketing Specialist

Link Media KW

Link Media KW is a media agency specializing in building out content for businesses specifically in the automotive space. Our clients create events based on their community of people that share a passion for either motorsports, show cars, or rallies. Some of my responsibilities include

Developed social and content partnerships 
Established clear positioning across social media channels
Creation of media assets using Adobe Creative Suites 
Managing a team of creatives across show events for event coverage 

Using Instagram for growth of our brand by posting videos and photos at optimal times and using unique hashtags to target our niche audience and expand our reach, reaching an average of 1,200 people with 468 engagements per month. 

Project managing photo and video shoots, giving creative direction based on client expectations. Most notably helping manage and produce a video series with a client, managing 3 people to produce and edit a 4-part series about owners and their cars, showcasing their personality more to break stereotypes.

Jess Kal Photography

Jess Kal Photography is a photography business built on authenticity and has been a professional photographer for 5 years and specializes in portraiture, candid and branded photography. 

Engaging with the surrounding creative community to build a social media presence

Creating self-marketing promotional materials (videos, events, photos, newsletters, vlogs) cold outreach to clients through Instagram and email. 

Giving creative direction for social media content, and advocating for a new digital strategy.

Schedule and publish organic content across all channels to maintain the voice of the brand, and using analytics to create reports to make changes in future strategy.

Marketing Assistant/ Social Media Manager

Waterloo EDC

Waterloo EDC is the first point of contact for companies looking to relocate or expand in the Waterloo region. The team helps companies build a program for growing businesses in the community. 

I also worked with the neighbouring company called Explore Waterloo Region, which focuses on marketing the region to increase the number of visitors and improve their stay. 

Working with technology companies (SSIMWAVE, OpenText, Evolv1, Blackberry) and universities (University of Waterloo, Wilfrid Laurier University) to cover their to have a database of photos for the region and the companies. 

Engaging with major events in the city (TrueNorth festival, Sunlife Financial Jazz festival) to create content for digital channels and marketing material for 2020.

Working with both Waterloo EDC and Explore Waterloo Region to cover conferences and team photos.

Staff Photographer

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

Most motorsport teams and drivers struggle with getting & keeping sponsors. 

They lack a comprehensive marketing and activation plan tailored to their sponsors' needs and objectives.

When this happens, sponsors feel undervalued and disengaged, leading to decreased support and potential loss of sponsorship.

Suddenly, the team or driver scrambles to secure new sponsors to fill the void left by departing ones, creating a constant cycle of chasing new sponsors.

I specialize in ghostwriting customized email marketing assets for motorsport teams and drivers to ensure sponsor satisfaction and long-term partnerships.

I recommend this approach because it’s the single most effective way to demonstrate value to sponsors and align their goals with the team's performance and brand image.

Maintaining strong sponsor relationships and retention can lead to increased financial stability, enhanced brand visibility, and access to resources for continued success on and off the track.

These allow you to focus on racing without the constant pressure of chasing new sponsors, ultimately leading to sustained growth and success in the motorsport industry.

Over the last 10+ years, I worked as a photographer and marketer in the motorsport/automotive industry.

In June 2022, I burnt out. I lost my job in the motorsport space. So, I decided to take a sabbatical.

With one thing in mind.

I believed sharing my ideas online would become an incredible asset. And by doing so I could create something for myself. Be my own boss.

So, I started sharing my thoughts and ideas on LinkedIn in September 2022.

The build was slow, but the results materialised.

After 14 months, I got awarded the Top Voice badge on LinkedIn (I still can't tell you why and how I got it).

And in December 2023, I signed my first $5000 client from the US with just three emails.

Since that day, I have learned how to be a better communicator and speaker with the help of channels like Charisma on Command and Vinh Giang.

My mission is to help motorsport sponsors and companies learn how to communicate their message.

And in that mission, I've:  

 • Worked with title motorsport sponsor executives & drivers
 • Written over 600+ pieces of content and coached 30+ clients
 • Worked with execs all across the world

All while navigating building a 10-person agency and playing competitive tennis again.

My goal is to empower you to communicate with impact and negotiate the reality you desire.

Communicating and writing online is the most effective way to engage your audience and show your work consistently.

The benefit of solving this problem is increased brand trust, stronger relationships with your community, and a greater ability to leverage your expertise.

The right people should see you.

Nirupam Singh

Founder @ Orbit Echelon | Helping sponsor brand execs build bold comms that actually mean something.

Simple way to make your sponsorship messaging land:

Answer the question before someone has to ask it.

Example:

Question: Why did [Brand] sponsor [Team]?

Answer: We sponsored [Team] to [insert purpose/positioning clearly and directly].

Question: What does this deal say about the brand?

Answer: It shows we’re investing in [category/market/future direction].

Your message should be:

- 40–50 words max. 

- Specific (reference timing, team, series, business objective). 

- Tangible outcomes 

- Fluff-free, easy to quote. 

The best sponsor messaging isn’t fancy.

It’s clear enough to stick and short enough to travel.

Use this structure in:

1. Your executive quote
2. Your race-week LinkedIn post
3. Your internal memo or partner update

The clearer you are, the less your team has to explain after.

Graphic by McLaren Social team. 
*Image has nothing to do with the advice I was sharing. Just celebrating Oscar's win.

Founder @ Orbit Echelon | Building a co-writing agency for sponsors and sport companies.

Giedo, an ex-F1 driver, recently spoke up about the Red Bull driver swap.

Why is this important?

What he did was cut through all the usual corporate spin with genuine, unfiltered insight.

Instead of delivering a polished, watered-down narrative, he shared his real-world, insider perspective on what’s happening on the track.

And that’s critical because in motorsport. And really, in any high-stakes industry. 

We often get hit with narratives that are too sanitized, too controlled.

Giedo’s candid approach does three key things:

1. It drives action because his honesty sparks real conversations

2. It builds trust by connecting with fans and peers on a deeper level

3. It challenges the status quo, inspiring others to step away from the safe script and be authentic.

As a bonus, the post is liked by Max Verstappen and other key figures in the sport.

So when you hear someone like Giedo speak openly, it’s not about showing vulnerability or weakness. It’s about empowering everyone with a raw, honest look at reality.

It makes you stop and really listen, and that kind of communication can transform the whole conversation in our industry.

What do you think? 
Does that resonate with what you've seen or felt in your own experience?

Founder @ Orbit Echelon | Helping sponsorship leaders build bold comms that actually mean something.

A sports agency MD told me this straight up yesterday:

“I don’t post online.
Not because I don’t have ideas, but because I don’t have time.
And if I’m being honest, I don’t want to sound like everyone else.”

That hit.

This is someone who’s led multi-million-dollar partnerships.
He’s in the room when deals happen.
He’s helped shape how brands show up on race weekends around the world.

He’s already sharing high-trust thinking every week.

Clients hear it.
His team hears it.
Partners hear it.

But those insights?

They’re private.
They’re momentary.
They don’t get layered into something that scales.

And when the conversation moves online, he’s nowhere to be found.

Meanwhile, someone with half the experience posts something surface-level…and that’s who sponsors start watching.

Here’s what I build for agency leaders in that exact position:

🧠 Extract what’s already in your head
 ✍️ Shape it into credible, high-trust content
 🗓️ Publish with rhythm and clarity—no fluff
 ⏱️ Done in 60–90 minutes a month

This isn’t about becoming an influencer.

It’s about making sure your voice lives somewhere outside the pitch deck.

Because staying quiet is also a message.

And people hear that too.

DM me if you want to see the system.

 It’s already working with execs in motorsport and sponsorship marketing.

Before I ever worked in sponsorship comms, I built my career with a camera in hand.

I was a photographer.A videographer.

Someone who learned very quickly that talent alone isn’t what gets you noticed. 

Showing up is. (the Chase Jarvis Rule)

And back then? 

I didn’t wait for the media, or referrals, or someone to discover me. I posted. I shared. I published my work on the internet, constantly.

It wasn’t always polished. It wasn’t always perfect. But it got me in front of the right people. 

That’s how I got my first real clients. That’s how I got hired. That’s how I broke into an industry that usually rewards connections over craft.

Fast forward to now, I’m working with sponsorship and motorsport leaders who want the same thing:

To be trusted. 
To be heard. 

To be seen as the ones shaping the future of the sport.

But they’re still operating in stealth.

They wait for media coverage.
They rely on team announcements.

They let agencies or rights-holders carry the message.

And here’s what actually happens:

They’re recognized, but only inside their niche. 

They have stories, but no public control over how they’re told. 

They have momentum, but no presence that scales.

The deeper problem? 

They’re respected, but they’ve plateaued.

The network knows them, but the industry doesn’t.

Their brand has deals, but no downstream influence.

They lead big partnerships but remain absent in strategic discussions, because their presence stops at the race weekend.

The perception is: 
capable, competent, reliable.

But the opportunity?

That lives with the people who are known for shaping what comes next.

And if you’re not visible, your name won’t be in that conversation.

If you’re serious about being a category leader, you need to go direct.

Not with fluff. 
Not with performative thought leadership. 

With stories. 
With clarity. 

With real-time proof that you know what you’re doing.

The truth is:

The brand that communicates consistently builds more equity than the one that only communicates when the deal is signed.

You don’t need to go viral. You need to be visible to the right people.

This is how you build:

Commercial gravity

Strategic attention

Inbound opportunities from people who already trust your judgment

This is how you build a presence that moves the industry, without ever needing to chase headlines.

I didn’t have connections. 
I had content. 

And that was enough to open doors that would have never unlocked otherwise.

Now I help others do the same.

Not by going viral. By going direct.

DM me if you want to build a presence that speaks before you do.

My #1 feedback for sponsorship leaders in motorsport:

Focus on building trust alongside visibility. 

Your budget puts your logo on the car. But if no one’s quoting you, referencing you, or resharing you, you’re invisible.

Sponsorship comms have stalled: 

→ Word of mouth that never scales
→ Hospitality tickets with no story
→ Gated newsletters no one reads
→ Demos that land flat
→ Case studies that sound the same

Your name gets announced. But no one hears your voice.

You’re not building narrative equity. You’re renting attention.

The leaders who shape the sport don’t shout louder. They show up with clarity. They know what they stand for. They repeat it. They make sure the message lands.

Here’s how the sponsorship leaders I work with change the game for them:

1. They find 2–3 brand truths they stand behind, and stick to them.

2. They build a consistent content rhythm, internally and publicly.

3. They use LinkedIn as their personal broadcast tool, not just a resume.

4. They don’t outsource their voice. They lead with it.

You want attention?

Build signal. Create memory. Stay present.

If your name is on the contract but not in the conversation, DM me. 

I’ll send you the F1 and MotoGP comms breakdown we built for execs driving modern sponsorship.

Go Direct. The sport moves fast. Stay louder, longer.

P.S. I will be doing a longer breakdown on the Barilla partnership.

Why does Max Verstappen piss people off, and still win the room?

You don’t have to like him.
But you’ve probably got an opinion.
And that’s exactly the point.

He says the quiet part out loud.
He skips the PR filter.
He breaks the script.

In a sport full of polished comms and sponsor-safe interviews,
he’s the only one who sounds like he’s actually thinking.

He’s not forgettable.
He’s not neutral.
He’s not checking boxes.

He’s memorable. Because he risks sounding real.

Now look around the sport, 

Look at the execs leading multi-million-dollar partnerships.
The managing directors behind global agencies.
The VPs running sponsorship strategy.

Most of them?
You’d never know what they actually think.

It’s all safe. All sterile. 
All passed through four layers of approval before it ever hits the timeline.

And that’s the issue:
No one builds trust by sounding like everyone else.

Now, caveat:

Not everyone can be as risky as Max.

We don’t have the luxury of being a 4-time world champion who can turn a horse carriage into a GP-winning machine.

So no, you can’t afford to go full Verstappen in your messaging. 

But you can afford to go 5% more real.
5% more human.
5% more you.

You don’t need to be controversial.
But you do need to be clear.

You do need to show some conviction.
You do need to stop hiding behind “brand tone.”

Max doesn’t post because he doesn’t need to.
But if you’re running a partnership in 2025 and you’re still silent?

You’re not mysterious.
You’re invisible.

Say something that sounds like a human.
Say something with a little risk.
Say something people remember.

Or say nothing and hope the logo speaks for you.
Go Direct.

Graphic credit: Autosport

How I would run the 1Password x Red Bull Racing sponsorship program.

The partnership with Red Bull Racing creates an advantage.

It gives 1Password a direct route to influence high-stakes decision-makers.

CISOs. CTOs. Enterprise buyers. Brand leaders. Investors.

People who move fast and demand precision.

This is where brand perception meets enterprise trust.

And here’s the structure I’d build to make it count:

Each leader inside 1Password holds a message designed to drive clarity with security buyers.

→ CEO: “F1 teams operate under pressure. So do the companies we protect.”

→ CTO: “We secure Red Bull Racing’s systems at the same standard we deliver to our clients.”

→ CMO: “Access security powers performance. That’s the story behind this partnership.”

These signals shape how people understand the brand.

They build confidence with the right audience.

The content engine should stay consistent across race weekends and major touchpoints.

→ Storytelling linked to access control, data protection, and secure performance.

→ Executive-led posts on LinkedIn, internal platforms, and partner-facing media.

→ Branded video, mobile content, and micro-case studies built into the campaign.

→ Tight coordination with revenue, product, and partnership teams.

Each asset builds familiarity.
Each moment reinforces market trust.

Red Bull Racing offers a high-performance platform to demonstrate how Extended Access Management works in action.

→ Engineering insights, real-time team coordination, secure information flow. 

→ Shared content opportunities between technical teams on both sides

→ Contextual storytelling that shows how 1Password’s system handles global scale, speed, and risk. 

This becomes the foundation for how buyers see 1Password inside their own fast-moving environment.

Race weekends create a natural environment for high-value interaction.

They offer more than visibility, they create momentum.

→ Invite CISOs and senior decision-makers into curated hospitality.

→ Run private roundtables focused on emerging security themes.

→ Use event content to support follow-up conversations and sales enablement.

→ Map each race to a specific market or vertical to support commercial goals. 

These touchpoints move relationships forward.

They build stronger connection between partnership and pipeline.

The 1Password x Red Bull Racing program has every asset it needs.

This structure turns the program into a leadership platform.

It builds perception, trust, and relevance with the people who shape long-term business growth.

1Password has stepped into one of the most high-performance partnerships in global sport, 

but their social presence doesn’t reflect that opportunity yet.

This is Day One thinking.

P.S. I would also start research to build a 5-day email course for the program..

1Password Red Bull Racing Program

Comms rule #1 for motorsport founders and sponsors. 

(I see this mistake all the time)

Stop reposting your company page updates on LinkedIn.

If you want to win sponsors, partners, or customers. You need authority. 

And it comes from engaging in conversations and adding your own thoughts. 

The repost becomes a passive approach. 

It gives people a signal that you're not engaged with your work. 

Take a cue from Zak Brown.

He built his reputation by revolutionizing sponsorships.

Who you are and what you do speaks louder than what you simply re-share.

You might not be Zak Brown, but you can build your own authority in motorsport:

1. Launch groundbreaking activations.

2. Experiment with innovative sponsorship strategies.

3. Share a recent project that you worked. 

4. What you could have done differently, what you learned from it. 

5. Deliver tangible results and share the real story behind them.

Share what you learn and the mistakes you make along the way.

Take a look at your calendar.

Chances are if you're running a business, you have some interesting things you've done in the last week.

Talk about those.

Do cool stuff. Talk about it.

One of my earliest consulting gigs had me coaching sponsorship leads at brands.

Too many, honestly.

Smart people. Big brands. Huge investments in sport.

But nearly all of them made the same comms mistake.

They assumed the official announcement would carry the message.

Fans, media, and even future partners already saw the logo.

But their voice?

It wasn’t saying anything worth remembering.

Here’s what your sponsor announcement should do:

(1) Make the motorsport world appreciate you as a real person with a real mission.

(2) Show that you’re genuinely here to uplift the scene, not just extract attention.

When a sponsorship lead’s quote is tangled in fluff or reads like corporate filler, it does the opposite.

It sounds like you’re checking a box.

Or worse, just flexing a deal with no deeper stake in the sport.

And that’s where trust erodes.

Your comms shouldn’t sound like PR approval scripts.

They should sound like you, with skin in the game.

Side note:

If your comms don’t feel genuine, maybe the whole partnership isn’t either.

Misalignment shows up in messaging first, long before the contract ends.

If you’re a sponsorship lead trying to get it right:

Speak early. Speak clearly. Speak like you belong.

Go Direct.

Founder @ Orbit Echelon | I work with sponsors, suppliers, and tech founders in sport to drive trust through comms and content.

Sponsor Voice Framework

Whether it's sponsorships, activations, or updates…direct comms is a non‑negotiable in motorsport. Here's how I like to do it:

Quick context:

Direct comms, or going direct, means bypassing traditional media channels and sharing updates straight from the founder.

It cuts out the middleman, delivering an unfiltered, authentic message.

If I were the Comms Director of a large sponsoring brand:

"At our latest Town Hall, two F1 drivers kicked off the 2025 Melbourne season with raw insights and a fun nod to our quirks—direct and unfiltered."

If I were the CEO of a motorcycling app:

"Last weekend’s race was an interactive experience. Live-streamed highlights and real‑time challenges turned every lap into a shared moment."

If I were the CEO of a hospitality group:

"Our trackside activation wasn’t just an event—it was immersive access, premium hospitality, and a few fun surprises that set us apart."

Imagine sending these direct comms updates instead of:

- "FYI"
- "Here's a quick update"
- "Just keeping you posted"

Makes all the difference in the world.

You become a trusted individual instead of your run-of-mill sponsor in motorsport.

“I don’t know what to say about our motorsport sponsorship.”

Start from Level 1 in your Communications Operating System.

Most sponsors rely on content.

The best ones build comms systems. 

Here’s the 9-level framework I use with sponsor execs to run high-performance comms:

Level 1 – Internal Alignment

- Clarify what the partnership means for the business.
- If internal teams can’t articulate it, external comms won’t land.

Level 2 – Narrative Architecture

- Define the belief your brand wants to reinforce.
- Sponsorship comms are structured narratives.

Level 3 – Executive Visibility

- If leadership stays quiet, the message never travels.
- Your comms system needs a consistent CEO/CMO/CTO POV.

Level 4 – Internal→External Sync

- One message. Multiple executions.
- Every channel, from sales to PR, needs aligned language.

Level 5 – Cadence Design

- Structure beats spontaneity.
- Weekly: executive POVs
- Race week: story moments
- Quarterly: brand-led insights

Level 6 – Partner Channel Integration

- You don’t rely on team posts.
- You design how your brand shows up across owned and shared channels with intention.

Level 7 – Commercial Tie-In

- Comms must support deal flow.
- Your messaging should be usable in sales decks, not just social posts.

Level 8 – Culture Layer

- If employees can’t explain the sponsorship, the market won’t trust it either.
- Build internal narratives that reinforce the external message.

Level 9 – Reputation Intelligence

- Track what the market says when you’re not in the room.
- Share of voice. Executive pickup. Buyer sentiment.
- That’s your signal the system is working.

You don’t need more posts.
 
You need communication infrastructure that earns attention, at scale.

DM me 'COMMS OS' if you want to see how I run this inside sponsor programs.

P.S. I didn't have a graphic for this post. So here is a pic from the Indy 500.

I've interviewed 60+ motorsport founders and execs.

The 3 most common mistakes they make with their personal comms:

- They stop sharing.
- They never share.
- They repost.

I say this with a touch of humor, but it's the harsh truth.

Building your personal brand in motorsport isn't a short-term sprint; it's a lifelong race. Your personal comms is your legacy, and consistency is the key.

When I speak with industry leaders, I gauge their commitment to authentic communication.

Those who consistently share their journey.

Wins, challenges, and even mistakes are the ones who truly stand out.

Instead of recycling generic updates, talk about your work.

Whether you're launching a new initiative, closing a major deal, or experimenting with an innovative strategy, your experiences matter.

Actionable Tip:

Just like maintaining a training regimen, make content creation a routine.

1/ Hire help or designate a team member,
2/ Dedicate 30 minutes every morning, or
3/ Block out a few hours weekly.

Find what works for you and stick with it.

That's how you build lasting authority in motorsport.

P.S. My favourite tip was from Chase Jarvis. My early role model in photography. 

50% of the work is doing the work. The other 50% is being part of the community and participating in the industry.

Liam is slowly rewriting his story, using his criticism to his advantage.

Here’s what you should notice.

A lot of us have seen him struggle with that arrogant label, especially after his infamous “I’m not here to make friends” comment.

But now, he's taking a bold step toward being more relatable and authentic.

Here's what I’m noticing: Liam’s leaning into his passion, his crazy obsession with the Disney movie Cars, and using it as a way to reframe his narrative. 

It’s a smart move.

His recent post is showing who he really is. He’s saying, “Look, being a driver for @redbullracing was a dream I chased my whole life, and though the road’s been tough, I’m grateful for every moment.” And he even gave a shoutout for a warm welcome at his new team in Japan.

It’s about how he can slowly change the way people see him.

Instead of trying to control every opinion, he’s allowing his true self to shine.

Here's the big takeaway for all of us:

When you’re genuine, sharing not only your wins but also your struggles, you build a loyal community.

Think about the leaders you admire; they’re the ones who show their human side. Liam’s approach reminds us that it’s okay to be real. 

You might not win over everyone, but you’ll definitely attract the right crowd, those who are invested in your journey.

Also, when you choose authenticity over a perfect, rehearsed image, you send a clear message: it's okay to evolve. 

That’s exactly what Liam is doing by extending his Cars obsession and recent post into a broader narrative that speaks to his growth and resilience.

So, whether you're an athlete, entrepreneur, or anyone building a personal brand, take a page from Liam’s playbook.

Be honest, be open, and let your genuine self guide your story.

Trust me, it’ll attract people who are ready to back you up, just like Liam is starting to win over his critics.

I’m helping a sponsorship leader turn their MotoGP partnership into a system that drives investor interest, deal flow, and a brand story people actually notice.

The sponsorship is active. The branding is consistent.

But traction doesn’t happen on visibility alone.

Before I worked with them:

- There was no executive messaging.
- No leadership perspective.
- Weak strategic narrative tying it back to commercial outcomes.

People saw the brand.
They saw the rider.

But they didn’t know what the sponsorship meant or why it mattered.

Here’s what we’re doing to change that:

🔧 Defining the narrative

→ Clarifying what this sponsorship signals about the brand’s direction

→ Positioning the rider alignment as part of a broader growth story

🧠 Establishing the CEO’s public voice

→ Turning raw insights and race-week reactions into high-trust content

→ Building a message that travels further than the paddock

📅 Building cadence across the season

→ Publishing content tied to key race moments

→ Syncing messaging across leadership and brand teams

→ Aligning internal and external voices

Here’s the after in real time:

📊 Deal flow mentions now directly tied to leadership visibility

📩 Inbound DMs from investors, partners, and press citing the content

🗣️ Brand story now aligned with both rider and executive voice

🤝 Public perception now working as a commercial asset, not just brand 
awareness. 

This shift is happening because the CEO chose to show up.

With clarity. With consistency. With something to say.

If you're leading a sponsorship this season and not seeing clear, commercial outcomes from it, DM me. I’ll walk you through the same system that’s already driving investor attention, partner traction, and strategic visibility.

Go Direct.

Every sponsor brand exec should try writing on LinkedIn. 

It’s silly not to. 

Here’s why, what you should post about, and how to get started (in one straightforward rundown).

By the way, I’ve guided 25+ brands and sponsor leads in launching communications strategies, and I’ve used direct comms to grow my own company. 

The approach works.

Why bother posting?

- You’ll generate more inbound interest from potential partners (obvious ROI)

- You’ll attract top-tier talent (teams, agencies, or media pros)

- You’ll spark attention from motorsport investors looking to back innovative sponsors

- You’ll amplify every other marketing channel (hospitality, brand activation, digital ads)

That’s the gist of it.

What do you post about?

Try a simple framework, call it Comms-Market Fit:

- What do racing fans, teams, and B2B audiences actually care about?

- How does it link back to your sponsorship goals?

- Which topics do you have credibility to speak on?

Pick ONE main focus. 
Not three. Not five. Just one. 

Then build your Comms Funnel:

TOFU (Top of Funnel): broader “sponsor journey” stories that show your brand’s personality in racing.

MOFU (Middle of Funnel): industry-specific or motorsport-specific insights, where you position your brand as a trusted resource.

BOFU (Bottom of Funnel): case studies, behind-the-scenes ROI from your partnership, essentially the direct pitch. 

For example, say you’re sponsoring an F1 team and you previously led brand strategy at a known motorsport giant. Easy story angle.

You’d present yourself as the go-to voice on brand-building in motorsport. 

TOFU content might be behind-the-scenes “race week” updates. 

MOFU posts would be thought leadership on fan engagement or sponsor best practices. 

BOFU is real data on how your partnership improved brand metrics or enterprise relationships.

How often should you post?

Aim for 3x per week. Scale up to 5x per week

Yes, that’s a lot. 

But nobody in motorsport sponsorship knows you…yet.

Proposed content mix: 1x TOFU, 3x MOFU, 1x BOFU

You’ll either handle this yourself (if you’re bootstrapping or the partnership is new),

Or, if you’ve got budget bring on a communications partner (I know a guy). 

In-house can work, but it’s tricky if you’re not sure what skills to hire for.

Anyway, follow this formula. 

You’ve got all you need to stand out with motorsport sponsor comms.

It’ll change the course of your sponsorship if you commit for a few months. 

Good luck!

MoneyGram used its Haas F1 partnership to reposition the brand as a global fintech player.

The sponsorship aligned with a business shift and showed up in all the right places.

The deal was announced during the 2022 U.S. Grand Prix.

A U.S. brand partnering with a U.S. team at a home race created a strong alignment.

At the same time, MoneyGram was evolving from traditional money transfers to a tech-forward financial platform.

As soon as a brand enters F1, it enters the global conversation.

But visibility is just the starting point.

Perception only changes through consistent messaging across comms, marketing, and executive voice.

Here’s how MoneyGram structured the partnership to match that ambition:

1. Timing & Positioning
 They launched the deal at a moment that matched their growth narrative, strategically using the U.S. GP to reinforce identity.

2. Naming Rights & Visibility
The team became the MoneyGram Haas F1 Team. This created brand recall across race weekends, digital, and media.

3. Launch & Messaging
 The announcement content emphasised innovation and transformation.

Greg Hall (CMO) and Alex Holmes (CEO) delivered one of the most 
transparent executive messages we’ve seen in F1 partnerships.

4. Exec Involvement (See carousel)

5. Follow-Through

Greg Hall wrote 3 Forbes pieces. (Which were hardly effective)

But outside of that, the brand wasn’t consistently visible on LinkedIn, YouTube, or social.

The full story never fully lived beyond launch weekend.

Who Told the Story?

Most of the communication came from Haas and traditional media.

There was limited narrative from MoneyGram’s own channels and minimal fan-facing activation.

What Worked:

 ✅ Strategic launch timing
 ✅ Strong quote from the CMO
 ✅ Clear repositioning within their niche

What Needs Work:

1. A content engine to support the message

2. Continued executive presence throughout the season

3. More storytelling around the Haas x MoneyGram alignment

Takeaways for Sponsors:

- Start with a clear narrative
- Let executives explain the strategy
- Extend the story beyond the announcement

📈 The partnership created measurable perception shifts.
 
But there’s still room for more storytelling, community content, and ongoing activation.

Follow me – Nirupam Singh – for weekly breakdowns on smart brands using motorsport sponsorships to shape perception and lead conversations.

How MoneyGram Used Haas F1 to Reposition

It's time for one of the most iconic circuits in the world! 

The game continues: word association for all 24 F1 races.

A few rules:

1. You can’t repeat any words others use in the comments or answers.

2. Words must relate to the track’s layout, location, or iconic moments.

3. Each word must be unique to that track and not apply to others.

What word would you choose for the Japanese Grand Prix? 

Drop it below!

If your sponsorship isn’t landing, fix the messaging.

Here are 5 sponsorship comms rules we teach execs to make their deals clear, repeatable, and credible:


1/ The 80/20 of Perception

80% of the long-term impact comes from 20% of your comms.

Get your core message right, and repeat it until others say it back to you.


2/ Refine, Don’t Reinvent

Your sharpest insight is already in your board deck, pitch, or founder memo.

Turn it into public language—don’t start from scratch.


3/ Momentum Beats Perfection

The perfect post doesn’t exist.

But consistent rhythm builds reputation. 

Launch → follow-ups → on-site POV → results.


4/ Match the Message to the Moment

One sponsorship = multiple audiences.

What you say to a fan on race week isn’t what you say to your CFO.


5/ Start with What Already Works

Use the line that sold it internally.

Repeat the POV that got buy-in.

Good messaging is usually hiding in plain sight.

----------

It couldn't fit into the cheatsheet, but after launch, it is also important. 

After Launch:

1/ Follow-Up Moments:
 
Are you planning regular updates, on-site content, or recaps to keep momentum?

2/ Internal Storytelling:

 Have you shared wins or results with your own team and partners?

3/ What’s Working:

 Are you using proven lines/POVS that have already landed with key stakeholders?

How I help motorsport sponsors go direct with their communications.

The old playbook of relying on press releases and traditional PR is outdated.

Instead, think like Mike Cannon-Brookes, the CEO of Atlassian. Williams Racing's newest title sponsor.

He doesn’t wait for third parties to tell his story; he owns his narrative and speaks directly to his audience. 

And that’s exactly what sponsors in motorsport need to do.

On LinkedIn, this means sharing your sponsorship story in your own voice, without a media filter, without waiting for a journalist to interpret your message.

Here’s the framework I use to help sponsors do exactly that:

1. Cut to the Chase

What It Means: Start your LinkedIn posts with the key message. Don’t bury it in corporate jargon.

How to Apply It: Whether you’re announcing a new sponsorship activation or sharing insights from a campaign, lead with the most compelling part of the story. Hook people in fast.

2. Call It Like It Is

What It Means: Be honest about the wins and the challenges. Transparency builds trust.

How to Apply It: Share what’s working and what isn’t. Whether it’s excitement around a new partnership or lessons learned from a campaign that didn’t go as planned, real talk resonates.

3. Own the Mic

What It Means: Use your own channels, don’t let traditional media shape your message for you.

How to Apply It: Consistently share behind-the-scenes content, strategic insights, and key updates directly on LinkedIn. This keeps your message in your control and reinforces the value of your sponsorship.

One of the biggest advantages is direct control. 

When you share your story directly on LinkedIn (or any owned channel), you completely bypass that typical media spin. Your message stays true to your vision without being diluted.

Then there's the engagement factor. 

When your communications feel authentic and personal, it’s like having a real conversation. People respond, interact, and build genuine relationships with you, your sponsors, and partners.

And ultimately, it pays off financially. 

By managing your own narrative, you're not just making a one-time announcement. You’re creating ongoing conversations that reward you for consistency. 

How are you using LinkedIn to ensure your sponsorship message is coming straight from you, without any third-party twists?

Founder @ Orbit Echelon | I make sponsorship and sports comms easy. - Go Direct.

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