Track Limits

Creative Director

Creative Consultant

Nirusinghr

Founder

Mac Clark Racing 

Created and developed unique digital content strategies for Mac Clark Racing and partners including MIR Raceline, Bell Helmets, Sekanskin and Britain West Motorsport. Travelling for 10+ rounds of the Toyo Tire F1600 Championship. A role that required an entrepreneurial, self-sufficient and resourceful work ethic. 

Served as a consultant on Brand Strategy to ensure maximum growth, always ensuring content planned and created aligned with overall strategy and messaging of the brand. 

Used Instagram and Twitch for growth/awareness by producing digital media including video production and photo production to curate to niche audiences, reaching an average of 8,000 people with 1,000 engagements per month. 

Coordinating client content briefs and production schedule ahead of event weekends, while leading a team of content creators to deliver on briefs and objectives set ahead of each event. 

Created social strategies to raise awareness for sponsorship and increasing website views leading to sponsorship with Cosmos Sports and Entertainment and managed by Speed Group and James Hinchcliffe.

Delivered a 52% increase in social following by building a storyline around the driver, creating quality content, and distributing the content across sports pages and increasing guest spots on podcasts and other channels. 

Built a new website, increased views and created social strategies with fans, led to sponsorship with Cosmos Sports and Entertainment and was mentored by Speed Group and professional driver James Hinchcliffe.

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

I spent 1.5 years searching for a job in sports.

Precisely, in Canada, already a step backward.

In that period:
- Applied for 200 odd jobs.
- Wrote on LinkedIn every day.
- I asked my network of people.
- I searched in the UK (Thank you work Visa)

That was met with:
- "We hired someone internally."
- "You don't live close by" - Fair enough
- "Unfortunately, we have decided to move forward."
- "You don't have the skills to build a LinkedIn account." (Yes, an actual one)

It was okay because I knew that:
1. Building my personal platform on LinkedIn will get me there.
2. No one will help me get there but me.

That's when I decided to start my ghostwriting agency in motorsport.

Now, I work on my own terms by:
→ Writing about the future of motorsport.
→ Helping motorsport brands and sponsors.
→ Building revenue and first party data through fan engagement.

I have worked many jobs in the past 10 years.
→ Learning from a mentor 3 steps accelerates everything.
→ Delusion and willpower are potent drugs.
→ Live in the discomfort to fuel growth.
→ Copywriting is the skill of all skills

I started with photography, then added marketing and social experience, writing skills, and business consulting experience. Every skill I added increased my growth and revenue.

P.S. Track Limits did a 8-hour endurance karting race this weekend. 
The race suit didn't survive after the weekend. 

Guess where we finished out of 21 teams?

Nirupam Singh

I help sport tech companies & motorsport brands get (and keep) more customers by ghostwriting email assets | Creative Director & photographer

I guess I should use this chance for what most people use this platform for! 

A pat on your back and to show people you're a competent human being. 

Soo...alongside my ghostwriting agency.  

I have joined Track Limits as their Creative Director working on building on their content. Looking at new guests to interview, building new concepts for videos and the overall brand of Track Limits. 

Even if I am 2 months late. 

We are already in Season 2 of the podcast, and had one of our biggest guest episodes yesterday with James Vowles. You can go watch the epsiode now!

I help motorsport teams, drivers, and partnership managers get & (and keep) sponsors by ghostwriting email assets | Creative Director & photographer

McLaren Racing and Hilton have a 19-year-long partnership.

According to a 2018 article in Forbes.

Here's how this partnership has stood the test of time since 2005:

Hilton understood this:

They needed to use Formula One to drive bookings.

Despite their scale, they needed to stay ahead of the competition and leverage one thing:

Loyalty.

It wasn't only about driving awareness of its brand.

Customer loyalty schemes became a key area for hotel chains.

It puts a premium on loyalty and retention programmes.

The more unique the benefits, the greater the chance customers will sign up.

They needed to entice travellers to sign up for loyalty schemes and use their points for:

1️⃣ Race suits
2️⃣ Behind-the-scenes tours of the garage
3️⃣ A chance to work for the team at a Grand Prix

Along with member-only competitions offering prizes such as

↳VIP trips to races + staying and eating at the place as the drivers.

This removed the unpredictability of the team's race results and made it easier to track ROI.

Combined with innovative activations like:

- 'Sleepover at McLaren'
- 'Win the Life of a Formula 1 Driver'

And other PR activations.

They gained loyalty and interest by nurturing their customers through F1.

A couple of things to note:

McLaren and Hilton share common brand values.

- Hospitality
- Integrity
- Leadership
- Teamwork
- Ownership.

Along with the objectives for Hilton, Hilton will acquire and retain Hilton Honors members by providing unique experiences.

It's a match made in heaven.

Render by Vincent Chung

The most critical skill nobody ever taught you: motorsport marketing. 

It’s been a slow news week, right?
→ Ferrari confirms F1 title partnership with HP
→ Adrian Newey set to leave F1 team rumour mill is high
→ Hulkenburg is joining the Stake F1 Team. (Are we surprised?)
→ F1 launches FAST channel in the US
→ Penske was found cheating at St Pete.

This is all fun.
Frankly, a lot to keep up with.

But what I found interesting this week was:
→ More tech companies entering the sport; where are the consumer brands?
→ Guild Esports launched their racer series. (Launch could be much better)
→ Formula E Gen 3 Evo Car launch (other motorsports knocking on F1’s door)
→ Trackhouse MotoGP is building the next Red Bull in motorsport
→ Track Limits releasing the James Vowles episode (this is biased)

Motorsport. No time to think. Only react.

Is anyone else finding it hard to keep up?
=

Every Tuesday, I write about how teams and drivers can solve their sponsors' woes in my newsletter + The Future of Motorsport Marketing. 

Link in the comments.

The WhatsApp x Mercedes F1 is the smartest partnership in F1. 

Not because of Sir Lewis Hamilton. 

Not the team radio button marketing. 

It’s their unique product market fit.

Let me explain why: 

Whatsapp’s original founders believed in “No Ads! No Games! No Gimmicks!”

This informed every decision regarding user experience and marketing. 

Separating them entirely from their major competitors at the time. 

Taking their lacklustre user base and growing it to 250,000 quickly. 

This relentless approach to product-user experience went into: 

- Thinking Globally
- The Network Effect
- The Facebook Effect
- Growing with word-of-mouth
- Building an alternative approach to SMS and MMS

This brings us to the Mercedes partnership to help promote its new channels feature. 

Although popular with the international community. It still needed a lift in the US market. 

And this partnership uses 1 of 3 tactics in the growth hacker mindset: 

Building sticky and repeat users. 

The 2 New York activations solve this: 

1. Empire State Building displaying the new emoji.
2. Lewis Hamilton doing burnouts on Fifth Avenue. 

They use the other tactic in the growth hacker mindset: 

Finding new growth viral hacks. 

Using the New York & F1 Miami Grand Prix race audience, they leverage two things: 

1. The international community's word-of-mouth. 
2. Shareability of the stunt in a car-hating city. 

The 2nd activation makes you love it or hate it. 

That’s why this partnership is so great. 

It leverages one of the most popular drivers with one of the biggest teams. 

WhatsApp wants as many eyeballs as possible, not to grow its user base. 

Unlike most brand-focused partnerships, Whatsapp x Mercedes-AMG PETRONAS Formula One Team is leagues above. 

To use the growth hacker mindset in your partnerships and future sponsorships. 

Take the FREE 5-day challenge; the link is in the comments. 

Or send me the DM ‘sponsor.’

Never ask a driver & team if they NEED sponsors. 

The answer will always be a resounding yes. 

We have seen so many racing careers die because: 

There was no money left. 

Drivers & teams face this never-ending problem for 3 main reasons: 

- No unique identity
- Always focused on me, me, me.
- Lack of marketing fundamentals

10 years of marketing & motorsport experience have taught me 3 key things.

1. Creating product market fit
2. Finding new growth hacks 
3. Building high retention

All these factors result in understanding: 

1. Selling something people want 
2. Building cost-effective methods 
3. A process for sticky and repeat customers.

Your product (team & driver) & marketing are no longer separate processes. 

So, how do you achieve: 

- Potential sponsors not ghosting you.
- Building longer partnerships.
- Attract loyal fans

In five days, I'll walk you through securing sponsors and building an asset for your racing goals.

Join the challenge with the link in the comments.

Most sponsor activations are copy-and-paste jobs.

But the 1% that aren't stand out.

Here's how to make yours stand out:
Copy and paste jobs don't stand out because:
➡️ New methods demand more research
➡️ There is risk involved with trying a new idea
➡️ Doing what has worked will always be green-lit
➡️ Physical Activations are long projects & tedious
➡️ Employees unaware of the nuances of the sport

A recent activation that stands out?
Velo x McLaren Racing and Mika Hakkinen.

With tech by In The Room, it was the first use of conversational AI in motorsport.

This activation stood out:
➡️ Fan - Centric
➡️ Willing to take a risk
➡️ Challenged the norm
➡️ Creating a hyper-personalized fan experience.

Here's how I would create a sponsor activation that stands out:
→ Build direct 1-1 connection with fans
→ Nuture fans, through repeated interactions
→ SHOW the impact of the partnership (don't TELL us in a PR release)
→ Bring in a collaborator that is connected with the sport & brand values

All of it is done through email.

If you're standing still, you're going backwards.
Because everyone else is going forward.

#sportsbiz #linkedinsports #motorsports

I spoke to a company looking to sponsor an F1 driver last week. 

It shed light on what a top brand is looking to achieve with a sponsorship:

Here are 5 lessons I learned from them:

1️⃣ Data was KING.

 → DTS only showed them that this world exists, but getting ROI from the partnership is different. Based on the pitch decks they saw, most lacked tangible marketing processes to bring them customers.

2️⃣ Innovation was key. 

 → Combining a unique identity with the ability to stand out amongst the crowd was important. It was a requirement for them to set their potential partnership apart.

3️⃣ Long-Term Partnership. 

 → Rather than a one-off deal, the preference was for a long-term partnership that could evolve and be built into a storyline over three years.

4️⃣ Understanding Brand Alignment. 

 → They emphasized aligning its brand values with those of the driver. It was never about exposure but the right fit that resonates with their target audience. They didn’t need the biggest driver; they needed the right driver.

5️⃣ Brand Messaging

→ Beyond a regular press release, they wanted to build a clear storyline to articulate their brand messaging effectively and resonate with a new target audience. 

They had a clearer idea of their content strategy from the Top to the Bottom of the Funnel and how to place it within the sponsorship.

==

We spoke on other topics, such as : 
1. Growth hacker marketing 
2. Building product & marketing together
3. Removing noise and focusing on the unsexy part of marketing

My biggest takeaway was:
→ Building activations that show repeatable, proven results with precise data.
→ Marketing & Engineering from racing teams can learn a lot from each other.

There is a science to marketing.

P.S. No, it wasn't Charles Leclerc. 

#sportsbiz #linkedinsports #motorsports

I have spoken to 30 racing drivers & teams struggling to get sponsors over six weeks.

I can track the problem back to 3 root causes.

Fix these, and you’ll start generating more demand from your outreach:
→ They have no identity beyond racing
→ A lack of marketing fundamentals
→ Their activations lack depth and value.

The solutions require a mindset shift.
With a simple question.
What are you outside racing? (Think Lewis Hamilton)

The solutions:
→ Build tangible, repeatable activations
→ Brands want access to your audience 
→ Brands work in campaign cycles. Learn marketing fundamentals
→ Do you have a process to get your sponsors more sales & meetings?


My biggest takeaway over the past six weeks:
→ Start focusing on building an identity that cuts through the noise.
→ Build activations that show repeatable, proven results.
→ Look outside of your racing bubble and see what creators are doing.

Selling sponsors requires a top-down approach.

Think like a Creator. 
Operate Like Traditional Media.

#sportsbiz  #linkedinsports #motorsports

Motorsport used to be an exclusive club.

No opportunity to set foot into a circus.

But that’s changed now.

That’s how I forced my way in.

When I get asked, “Why do you write on LinkedIn?”

It’s an easy answer. “It was out of desperation.”

The industry was in the US or Europe.

So, the old networking mentality didn’t cut it.

My old networking mentality:
→ Get stressed about speaking to people
→ Go to local race tracks to take photos
→ Show up to local car events

My new networking mentality:
→ Here’s my calendar link
→ Book 15-minute calls on Monday or Friday
→ Enjoy a casual chat with a new connection

Networking was always stressful for me.

I never knew what value to give. Now that’s changed.

I accidentally stumbled upon Naval Ravikant's quote on networking.

“Show your craft. Practice your craft, and the right people will eventually find you.”

Small change, big impact

What do you practice daily?

Photo by Sebastian Kawka

Everyone thinks racing teams need more sponsors. 

But I prefer if we built the ones you already have.

Here's why:

1. 𝐓𝐡𝐞 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲'𝐬 𝐜𝐫𝐞𝐚𝐭𝐢𝐯𝐢𝐭𝐲 𝐢𝐬 𝐥𝐚𝐜𝐤𝐢𝐧𝐠

→ Aston and McLaren are a league on their own with their accounts. Some of the brilliant creatives are doing that work. 

→ When I say lacking, I look at Adidas' commercials promoting the new AE1 shoe with Anthony Edwards. The marketing is great, the creative is great, and the tone of voice is spot on. But it’s hard to do. 

We can also get to that level. 

2. 𝐌𝐨𝐫𝐞 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐢𝐬𝐧'𝐭 𝐠𝐫𝐞𝐚𝐭

→ In a sea of content and sameness, the best-set sail with purpose and many sponsor activations feel meh...you often find that the more engagement you get, the more time wasters you get knocking at your door. 

3. 𝐓𝐡𝐞 𝐜𝐚𝐫𝐝𝐢𝐧𝐚𝐥 𝐬𝐢𝐧 𝐨𝐟 𝐠𝐚𝐭𝐞𝐤𝐞𝐞𝐩𝐢𝐧𝐠 

→ Behind-the-scenes content is a blase approach to this. Push the boundaries of this and pull the curtain back on these massive partnerships. 

4. 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐝𝐢𝐠𝐢𝐭𝐚𝐥 𝐩𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬 𝐭𝐞𝐚𝐦

→ Alex Kopilow's recent newsletters showed me how the NFL, NBA, and sports in the USA seamlessly integrate their sponsors into their stories. 

→ Specific people are hired to bridge that gap between the partnerships and content teams. There is room for improvement. 

You might not always get it right.

And getting lured back into chasing the next best opportunity is easy. 

Yes, you want more sponsors. 

But it is 10x more fruitful to build a partnership over 10 years. 

Time over anything.

Photo by IMSA for the 2022 24 Hours of Daytona.

P.S. Never get tired of seeing my old company's classic Canadian plaid livery. 

#sportsbiz  #linkedinsports  #motorsports

Please STOP bombarding fans with irrelevant emails.

I see too many teams losing fans due to email fatigue.

Do this instead:
→ Segment your email lists
→ Provide value in every email
→ Send emails at optimal times
→ Tailor content to match fan interests
→ Measure and analyze engagement metrics

Fans disengage because the emails are:
→ Promotional
→ Company-centric
→ Lack any value to them

Save time → engage fans → make sponsors happy.

#sportsbiz #linkedinsports #motorsports

I help motorsport teams & drivers get (and keep) sponsors by ghostwriting email assets + helping sports tech companies | Creative Director & photographer

I help motorsport teams & drivers get (and keep) sponsors by ghostwriting email assets + helping sport tech companies | Creative Director & photographer

Myprotein sponsored Williams Racing for this moment and this moment only. 

Alex Albon made the social teams life that much easier with this helmet design. 

Organic marketing just working naturally.

Most teams & drivers neglect their sponsor marketing plans.

Then you spend months chasing after new sponsors. 

Because the current ones feel disengaged or unsatisfied. 

Social is not your ONLY solution. And everyone ignores the cash cow. 

An email list. 

Here’s 6 reasons teams & drivers need an email list:

1. Get higher-quality sponsors for meetings.

I advise clients to build this into their pitch decks when pitching sponsors. Most of your potential sponsors don't have a great list. Help them get there.

2. You can build trust in your sleep.

There’s literally no better feeling in the world than your email list running your business for you.

3. Stop spending hours on sales calls.

I hate sales calls. They drain my energy. It distracts me from delivering the best I can for clients. So I let my email list nurture my audience for me. Makes sales way easier.

4. Continuous Engagement and Education.

When I created my course on "How to Work in Motorsport". People were literally raising their hands saying, "Yes! Please email me. 

5. Lead Generation and Conversion.

I never do general offers for discounts or a generic newsletter asking you if you want to sign-up to "Stay updated." What does that even mean!? 

I can address specific pain points and interests of my audience. 

No email = an infinitely harder pitch to sponsors. 

Photo by Mark Thompson

P.S. See how specific this ask this? 

I write about how teams + drivers can solve their sponsors woes in my newsletter every Tuesday. Link is in the comments. 

#sportsbiz #linkedinsports #motorsports

Racing teams making merch is pointless. 

Building & creating it takes time and is expensive.

There is a better way to create revenue & fan bases. 

Here’s how: 

→ Create owned assets

Your social media accounts can vanish within a day.

Look at the frenzy it creates on Twitter when Instagram is down. 

The most cost-effective owned asset is:

→ An Email List

But everyone gets it wrong by giving 10% discounts. Wrong. 

A practical approach is to give value first before selling by: 

→ Activating with your sponsors.  
→ Pull back the curtain on your day-to-day.
→ Monetize by selling to smaller sponsors.
→ Retain by asking for constant feedback.

And then get accurate results like: 

1. More sales from your fans 
2. More ticket sales  
3. More trust

What’s stopping you is a lack of: 

1. Patience 
2. Strategy 
3. Time 

A new mindset gives value first before selling. 

All of it is done through email.

To use this approach. Join the challenge with the link in the comments. 

#sportsbiz #linkedinsports #motorsports

This is a callout! If you're in the Toronto region...

Track Limits is doing its first watch party of the year on May 5th @3pm. 

Thank god, most of the early morning races are done now. 

Plus, race for glory on two simulators provided by Red Bull Canada. 

The top 3 fastest drivers win prizes. If the Red Bull name is attached to anything. You know you have a chance to win. Just channel your inner Max. 

Link in the comments to RSVP! 

#sportsbiz  #linkedinsports  #motorsports

1 thing that’s not talked about enough about writing on LinkedIn.

While building a personal platform here is amazing…

It’s also kinda boring.

I have spent the 1.5 writing consistently.

I have: 
- Had a productive time
- Had interesting chats
- Met new friends & colleagues
- I am excited for the future 

But I still haven’t found that spark.

We all are focused on ourselves. Staying in our own lane. Growing.

To be honest, I am probably contributing to it. 
I changed my recent content to be hard-value.

- How-to guides.
- Templates.
- Frameworks

It’s so boring, but I am trying to build a business man.

I need people to know what I do, but I also like writing & exploring entertaining content.

Or maybe I don’t spend enough time around interesting content.

I don’t know. Welcome to unfiltered thoughts on a Tuesday afternoon.

Most sponsor activations are copy-and-paste jobs.

There are rarely any that stand out or personalized.

(There are a few exceptions)

Why don't they stick out? 
→ Doing what has worked will always be green-lit. 
→ There is a risk involved with trying a new idea - job security. 
→ New methods demand more time for research and planning.
→ Employees are unaware of the nuances of the sport and culture.
→ Physical Activations are tedious, with too many cooks in the kitchen.

But this leads to
→ Unseen videos with 100+ views
→ Fans unaware of the sponsor or product
→ Unremarkable 'copy-paste' work, forgotten by tomorrow.

None of this results in long-term loyal fans.

Here's what I would do instead ⬇️

Using Aston Martin F1 Team x ServiceNow as an example. 

Jonathan Vu I’m curious to see what you think. 

Carousel by the talented Porter Gray

#sportsbiz #linkedinsports #motorsports

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