💥 LinkedIn Top Voice voice in motorsports 💥

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

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

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

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

🏎️ Formula 1 
🏍️ MotoGP
🔋 Formula E
🏎 WEC

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

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

How does it work?

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

7 reasons why motorsport:

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

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

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

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

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

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

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

10 out of 11 F1 teams have their HQ or major operations in the UK.

Welcome to F1’s Motorsport Valley.

A 50-mile cluster of engineering excellence and motorsport innovation:

1. McLaren (Woking)
2. Mercedes (Brackley)
3. Aston Martin (Silverstone)
4. Cadillac (Silverstone)
5. Red Bull Racing (Milton Keynes)
6. Racing Bulls (Milton Keynes)
7. Williams (Grove)
8. Alpine (Enstone)
9. Haas UK Technical Centre (Banbury)
10. Audi F1 Project (Bicester)

 
You could visit all of them in a single day, or two.
That’s how compact, and competitive, this ecosystem is.

And it’s not just the teams.

It’s an entire ecosystem:

• 4,500+ specialist suppliers
• 41,000+ jobs
• The world’s top motorsport engineers, technicians, designers...
• Universities fuelling the talent pipeline
• £12 billion annual impact on the UK economy

***

So when people ask why F1 remains rooted in the UK, despite being a global sport?

Because the UK built it, and transformed it into the world’s largest hub of motorsport expertise and talent.

One of the most efficient, high-performance industrial clusters in the world.

Not just suppling F1, but also Formula E and almost every major racing category in the world.

From the first ever Formula 1 World Championship race to Aston Martin’s futuristic HQ.

From Enstone’s legacy walls to Red Bull’s MK-7 campus. 

It's like the Silicon Valley...but of 4 wheels.


P.S Ever seen the visual below before?

Silvia Schweiger

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

The representation of the F1 Motorsport Valley

The Principal Strategy Engineer behind Max’s win?

Hannah Schmitz, and yes, she was on the podium again.

It was great to see Red Bull celebrate Max's win with her on the podium.

There is so much technology and data behind F1, but it’s still people who interpret that data and make split-second decisions under pressure.

That’s where the real difference is made.

Max won the Qatar GP thanks to his talent and a perfect strategy, and Red Bull brought Hannah Schmitz onto the podium to celebrate the victory.
A well-deserved moment.

She played a vital part in that win, and in many other successes over the years, working alongside a skilled team of analysts.

This was not her first appearance.
She was on the podium in 2019 at the Brazilian Grand Prix, when she collected Red Bull’s constructors’ trophy after Max Verstappen’s win.

Hannah’s journey is one of talent, preparation and remarkable clarity in high-pressure environments.

She graduated from Cambridge in 2009 with a Master’s in Engineering, joined Red Bull on a student placement, and in 2021 became Principal Strategy Engineer.

Seeing her on that podium in Qatar mattered.
It was a recognition of teamwork, talent and expertise.

And yes, also a celebration of a skilled woman thriving in one of the most specialised environments in sport.
 
As Max said yesterday: 

“Really well done with the strategy. That was awesome.”

From £125M losses per season and the brink of bankruptcy, to a $5B valuation and 2 World Championships.

McLaren’s transformation over the past 7 years is one of the most remarkable story in modern sport.

New F1 fans and the Papaya Army see a cool, winning, modern team.
But the journey to get back on top was anything but easy.

McLaren had to sell its Woking headquarters in 2021 and sign a 20-year leaseback just to pay its employees.

And today?

- Back-to-back Constructors World Champions
- Drivers’ World Champion 
- Valued at $5 billion

A turnaround of this scale never happens by chance.

It was strategic.

When Zak Brown took over McLaren Racing in 2018, the team was struggling.

Almost last on the grid, a shrinking fanbase, not many sponsors (they have over 50 sponsors today)

Zak Brown started treating McLaren as a global brand.
He is not just a motorsport executive.
He’s a marketer, a businessman, a brand builder.

Performance mattered, but the story mattered just as much.

So they built the Papaya universe:
a world that connects F1, IndyCar, Formula E, Extreme E, and esports under one colour, one voice, and one growing community.

He prioritised people over points.
Engagement and leadership over ego.
Long-term value over short-term noise.

McLaren became a leader in:
- Commercial diversification (with tailored offers for every partner)
- Fan-first content, digital innovation and activations
- Immersive storytelling

They started speaking the language of modern audiences:
relatable, fun, human.

Because emotional connection drives commercial value, even in motorsport.

And when you add wins on track?

You build one of the most powerful packages in global sport.

Well done to the entire McLaren Family and to Lando Norris for believing in a dream even when if was unthinkable, and turning it into reality.


P.S Are you happy with Lando's win?

Audi finally “revealed” their Formula 1 car.
Except… they didn’t.

What we saw was a brand statement, an identity concept, a colour scheme.
Not the actual F1 car that will race in 2026.

And that was exactly the point.

This reveal was a strategic corporate move:
a declaration of intent, a way to introduce the new team identity months before the real car appears.

No sponsors. No technical details.
Just the Audi brand placed firmly at the centre.

As with every team, the real F1 car will be unveiled in January, together with their commercial partners.

Because let’s be honest:
you can be Audi, Mercedes, Aston Martin or Ferrari… but in F1 nobody succeeds alone.

You need sponsors, and the more, the better.
(McLaren is a perfect example)

What Audi delivered with this first PR moment was the marketing phase:

• Set the tone
• Define the identity
• Generate attention
• Signal seriousness to potential partners

This wasn’t the car reveal.
It was the positioning.

And strategically?
A very smart move.

P.S. please don’t tell me you really think Audi would race with no sponsors...

Debunking a career myth: “You need to be a motorsport fan or a car/bike lover to work in motorsport.”

I hear this every day.

From people hoping to work in the industry, and from those who only see the show on track and not the skills behind it.

And it remains one of the biggest misconceptions, especially for women, who are often not seen as “naturally passionate” about motorsport.

Here’s the truth, shaped by my own experience:

Being a fan doesn’t make you a successful professional.
Understanding the business does.

Motorsport is a global industry built on technology, mechanics, data, commercial strategy, hospitality, marketing, logistics, services, partnerships and so much more.

There is a whole world happening off the track and none of it requires you to be a fan.

My job is to bring knowledge, strategy, ideas and accountability to the brands investing in this space.

And that’s how you build a lasting career:
by approaching motorsport with perspective, not fandom.

What I’ve learned in 20+ years:

👉 You don’t need to fit a stereotype.
👉 You don’t need to be the "petrolhead” in the room.
👉 You need skills, resilience and the ability to translate value for the companies you work with.

And if you are passionate about the job you do?
That becomes the spark that elevates everything, in motorsport and far beyond.

What’s the biggest career myth you’ve had to challenge in your own journey?


#LinkedInNewsUK

Why is LEGO’s partnership with F1 so successful?


1. It’s fun, and universally loved.

From the full-scale LEGO cars at the Miami drivers’ parade to the latest Vegas stunt (the LEGO Cadillac driven by Terry Crews escorting the top three drivers to the podium) every activation is joyful, relevant and instantly recognisable.

LEGO doesn’t just show up.
It creates moments fans want to share.

2. It bridges generations.

LEGO brings F1 closer to younger fans (8–12 and beyond), while tapping into the nostalgia of adults who grew up building sets.
It turns F1 into a shared family experience, parents and kids engaging with the sport together.

3. Their purpose is crystal clear.

LEGO is investing in the next generation of builders and drivers.
They’re backing F1 Academy, supporting Dutch driver Esmee Kosterman in 2026, and launching the Speed Champions LEGO version of her car.

A playful partnership on the surface, but deeply strategic underneath.

***

LEGO is building an F1 universe people genuinely want to be part of.

Engaging. Collectible. Fun.

It works for families, fans, F1 and the brand itself.


P.S. What’s your favourite LEGO moment this season?
1. Max wearing the LEGO sunglasses.
2. The LEGO flowers for the F1 Academy podium.

Many people say banning F1 grid girls was progress.

I disagree. Here's why.

I started working in motorsport when grid girls were a paddock presence.
(I often hired them for clients and brand activations.)

Most were professional models working in fashion, events, and major sports productions. Others were students earning money through part-time work.

For some, it was their first step into a motorsport career.

But their presence became controversial, misaligned with how women "should" be represented in the sport.

I understand that.

The narrative around women in motorsport needed to evolve. 
The old "cars + beautiful women" stereotype is outdated. 
And I've always supported representation, inclusion, and more pathways for women.

But change didn't need to mean removal.

We could have reimagined the role:
• A more modern, less provocative presentation
• Include men alongside women
• Shift the purpose, not erase the presence

Instead, the role was banned in F1 2018.
(In MotoGP they are still present, but just with some teams.)

If the goal is to empower women and expand their opportunities, removing an entire group of women from paid, professional work doesn't achieve that.

Do you think banning grid girls was the right move?

Toto Wolff just sold 15% of his Mercedes stake to George Kurtz, CrowdStrike CEO, for about $300M.

The deal values Mercedes F1 at $6 billion, a record for an F1 team, and gives Kurtz 5% ownership.

Here's why this matters:

1) THE BUSINESS MOVE

Wolff cashed out at the absolute peak, while remaining CEO and Team Principal.

This is the natural evolution of F1’s business model: diversification in a market that's never been stronger.

F1 teams are no longer just racing outfits. They're entertainment platforms, technology companies, and global brands worth billions.

The $6 billion valuation proves it.

2) THE STRATEGIC FIT

CrowdStrike, a leading cybersecurity firm, has been Mercedes' partner since 2019.

Now its CEO becomes:

• A shareholder
• A board-level partner
• The team's Technology Advisor

It's capital + expertise.

• Cybersecurity
• Data analysis
• System security

All critical for modern F1 operations.

Wolff continues to prove he is one of the sport’s sharpest strategists.

Do you think the deal is overvalued or good business?

3 main learnings from the 2025 MotoGP season.


I’ve just wrapped up the final race of the year in Valencia, and what a season this has been both for me, as a motorsport advisor, and for the clients I’ve supported throughout the championship.

Even after 20+ years in this paddock, there is still something to learn.
That’s the beauty of this sport: it never stops evolving.
And neither should we.

From a marketing and business perspective, these are my 3 key takeaways from 2025:

1️⃣ Strategy first, always.
A sponsorship only works if the strategy is clear from the beginning.
Define the goals, set the KPIs, and monitor them consistently throughout the season.

Without this, you’re not building a partnership, you’re improvising.

2️⃣ Plan your assets early.
Asset planning should start before the lights go out.
Once the season begins, everything gets more complicated: timelines, approvals, availability, rider schedules, team priorities.

The earlier you plan, the more you can maximise.

3️⃣ Adapt your content, not your strategy.
You’re investing in a sport, and in humans.
Things change quickly on track: injuries, performance dips, unexpected results, unpredictable storylines.
You can adjust your content and some tactical activations, but your main strategy should remain solid.

A partnership is never built, or measured, solely on track results.

+ Bonus learning:
The first year of any partnership is a learning year.
Test, try, understand where you are, and take everything you learn into the next season.

That’s how strong, long-term sponsorships are built.

***

As a motorsport professional, it’s been a privilege to work with brilliant client, teams, riders, and colleagues.

MotoGP is evolving. 
The business around it is evolving. 
And the opportunities for brands are bigger than ever.

See you in 2026 👋

P.S. Who would you pick as the rider of the year in MotoGP?

li_at

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Talks about #business, #formula1, #motorsport, #sponsorship, and #professionals

Christine Kieffer

The last Italian to win a Formula 1 Drivers’ World Championship?

We need to go back 72 years…

Alberto Ascari, 1953.

In a sport that has crowned 34 champions from 11 nations, Italy,  the country that gave birth to so much racing culture, engineering, and passion, hasn’t celebrated a Drivers’ Champion since Ascari’s back-to-back titles in ’52 and ’53.

Since then, we’ve seen British dominance (10 champions).

We’ve seen Germany define an entire era  with Schumacher alone reshaping the meaning of dominance and winning 5 consecutive titles with Ferrari.

And the Finnish Kimi Räikkönen being the last driver to win a title in an Italian car in 2007.

Italy’s legacy in F1 is extraordinary, but our last Drivers’ World Championship still sits in black-and-white photos.

The question is: when will we see an Italian driver, or an Italian car, back on top of the world again?

Will the 35th F1 World Champion be the 11th British one in 75 years?

29.4% of all F1 World Champions in history are British drivers.
Almost 1 out of 3.

Starting in 1950 with the Italian Giuseppe Farina, the story of the Formula One World Champion has been dominated by a single nation.

Yes: 10 F1 champions come from the UK.
No other country comes close.

But when you look at the full picture, the diversity of origins tells a fascinating story about how this sport has evolved over the decades.

A few insights worth highlighting:

- Germany stands out with 3 champions who collected an incredible 12 titles: Schumacher’s 7, Vettel’s 4 and Nico Rosberg’s 1.
Incredible to see how one man shifted the competitive balance of an entire era.

- Brazil has produced legends, not just champions: Senna, Fittipaldi, Piquet.
8 titles across 3 drivers.
Senna’s impact goes far beyond statistics.
He changed the cultural identity of the sport.

- Finland has 3 champions: Häkkinen, Räikkönen and Rosberg (Keke).
A small nation with a huge racing heritage.

- Some countries appear only once, but with unforgettable names:
Spain (Alonso), Canada (Villeneuve), South Africa (Scheckter), Argentina (Fangio), New Zealand (Hulme).

And of course the one and only from the Netherlands: Max Verstappen.

Speaking of Fangio…five titles in an era where driving was closer to survival than racing.

- The US has 2: Phil Hill and Mario Andretti, both unique, both icons in their own right.

***

So who takes the next title?

 a) A British driver (becoming the 11th)
 b) An Australian driver (becoming the 3rd)
 c) A Dutch driver (yes...the same one)

this is a visual where you can see where the last 34 F1 world champion come from and how many per nation

Will MotoGP enter a new era with Liberty Media coming on board?


MotoGP is one of the most intense championships in global sport, and one of the biggest motorsport championships in the world.

It’s exciting, thrilling, emotional.

The racing is fast, intense, and incredibly entertaining, an explosive sport that keeps you hooked from the first lap.
Even if you don't anything about motorbikes.

Just being there and experience the noise and the speed is already part of the entertainment.

So is there room for growth?
Yes, absolutely.

And that’s exactly what Liberty saw huge potential, both in new and existing markets.

For me, this is great news.
Because their vision will bring:
- more attention
- more opportunities
- more sponsors
- more engagement with fans

In short, more growth for the entire ecosystem.

Of course, big changes always come with a bit of scepticism.
I’ve heard people in the paddock worry that MotoGP will now attract too many new faces who don’t really understand the sport.

And I get it.
There are already so many people who are new to MotoGP.
They don’t know the rules, the protagonists, let alone the history or the community behind it.

As someone who has worked in this sport for over 20 years, yes it can be frustrating.
But this is also what progress looks like.

Every sport must evolve to remain actual, grow and expand its audience.

And trustworthy, skilled professionals (new or experienced) will continue to thrive and help MotoGP connect with new stakeholders and a wider fan base.

Growth doesn’t mean losing identity.
It means bringing more people to love what we already know is extraordinary.

Do you think there will be a "Ride to survive" series?

“Silvia, if you were a brand, you’d be…Mercedes-AMG F1.”

(and you are Top 9% creator worldwide, #1 in motorsport in the UK)

Precision, innovation, and a touch of winning sophistication.

That’s what my content reflects, alongside the values I care about:

• Diversity & Inclusion
• Female empowerment
• Women in Tech / STEM

I loved my 2025 Creator Rewind by Favikon, thanks Jeremy Boissinot for this clever tool.

Finally a recap with a bit of humour, personality, and something more than cold metrics.

It made me look at my work and stats in a fresher, lighter way.

Content creation can be very hard and overwhelming.
It's much more than writing a post or sharing a picture.
It's not vanity

It’s a vision, a strategy, and a daily commitment.

And I’m happy to see that my work is paying off.

Onwards.

P.S. If you could pick a team to “be,” which one would you like to be?

Mickey and Friends walking through an F1 paddock?

Would you have ever imagined it?

Well, it just happened in Las Vegas, marking the start of Disney’s global partnership with Formula 1.

From 2026, Disney becomes an official global sponsor of F1, and Las Vegas was the perfect stage to start “fueling the magic.”

I was curious to see the reactions…and they’ve been overwhelmingly positive.

Across social media, fans are calling it “the greatest collab ever.”

Nostalgia, excitement, surprise.
People loved seeing two cultural powerhouses meet in a context nobody expected.

And that’s exactly the point.

Will there be skepticism? Of course.
Any bold partnership brings that.

But this collaboration is already increasing fan engagement.

It opens the door to new demographics: families, younger audiences, and casual fans who might not have connected with F1 otherwise.

People keep asking me: “How will this actually work?”
Magic and motorsport don’t look like the most natural fit.

But this is where good marketing proves its value:
bridging worlds that rarely meet and creating emotional impact.

Disney’s “Fuel the Magic” campaign will deliver unique fan experiences, exclusive content, and products that blend storytelling with racing, expanding what it means to be part of F1 today.

There’s enthusiasm, curiosity, and yes, mixed reactions.
Normal when a brand steps into new territory.

But this is F1 in 2026:
not just racing, but culture, creativity, entertainment, and global storytelling.

And partnerships like this show that the sport isn’t standing still.
It’s growing its universe.


P.S. Be honest: did you smile when you saw Mickey in the paddock?
I did, so cute!

Lando Norris’s neon yellow is part of his brand identity.

Do you know who first picked and owned that colour in motorsport?

Valentino Rossi.
That neon yellow was his trademark.

Like the "red Ferrari", he turned that yellow into a brand in itself.
If you saw that shade in MotoGP, you didn’t need a name.
You instantly knew who it belonged to.
And from that single colour, he built an entire merchandising empire.

Today, we’re witnessing the same phenomenon again… with Lando Norris.

Everyone now recognises that neon as Lando’s yellow.
Yet he has always been honest about its origin. 
He openly credits Rossi:

“What got me into Valentino was just his colours… I was five years old, and it just looked cool.”

That honesty is important.
But the strategic lesson is even more important.

Because when we talk about personal branding in motorsport, Lando Norris is doing it better than anyone else on the current grid.

And yes, it all starts with one smart decision: choosing a visual signature and owning it relentlessly.

1️⃣ A Strong visual signature is your shortcut to memory.

Lando’s neon yellow is everywhere (helmets, merch, graphics, content).
After a few exposures, your brain does the work for you:
colour → Lando.
Exactly the same mechanism Rossi mastered years earlier.

He combines that colour with soft, organic shapes, intentionally human, approachable, instantly recognisable.
That’s visual DNA. And it scales.

2️⃣ Personality Before Polishing

What makes Lando’s brand resonate is how closely it matches who he is.
Playful, approachable, slightly chaotic, but real.

When people teased him saying his neon looked like a tennis ball?
He simply replied: “I don’t care. I like it.”

That confidence lands.
Fans connect with him.
Sponsors trust him.
He’s authentic without being messy, a balance very few athletes achieve.

3️⃣ A Brand built to live beyond the track.

Look at Valentino today: he retired from MotoGP, yet his yellow still sells, still signals who he is, still carries equity.

Lando is building the same long-term foundation.

His visual identity works in F1, gaming, lifestyle content, future projects. Anywhere he chooses to go.
Becoming World Champion won’t require a rebrand.
It will simply amplify what already exists.
Exactly as it did for Valentino.


***

This is what long-term brand strategy looks like.

The takeaway?
Colour is not decoration, it’s identity.
Consistency is not repetitive, it’s recognition.
Authenticity is not optional, it’s trust.

Lando understood this early.
Rossi perfected it decades ago.


P.S Is there a colour that instantly makes you think of an athlete?

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