From Formula E to Beyond: The Rise of Athlete-Driven Fan Engagement Ellie Norman, now Chief Marketing Officer at Formula E after a transformative period at Formula One, embodies a growing trend in sports marketing: prioritizing the individual athlete – or driver, in this case – as the primary engine for fan acquisition and loyalty. Her … Read more
The Evolving Landscape of Sports Partnerships: Beyond Logos and Sponsorships The sports industry is witnessing a significant shift in how partnerships are structured and valued. Recent deals – from Dundee United’s extended agreement with QuinnCasino to Formula E’s groundbreaking B Corp certification – signal a move beyond traditional sponsorship towards more integrated, purpose-driven collaborations. This … Read more
Formula E: Beyond the Green Flag – A Strategic Shift Towards Sustainability and Profitability Formula E CEO Jeff Dodds recently stated the series is making a “strategic choice” to prioritize long-term development over immediate profitability. This isn’t a confession of current losses, but a bold declaration of intent – a signal that the electric racing … Read more
Beyond the Dunes: How the Abu Dhabi Desert Challenge Signals the Future of Motorsport Impact The recently published impact report for the Abu Dhabi Desert Challenge (ADDC) isn’t just a pat on the back for a successful rally; it’s a blueprint for the future of motorsport. Commissioned by the Emirates Motorsports Organization (EMSO) and supported … Read more
From Shirt Sponsors to Community Heroes: Where Sports Partnerships Are Heading Every time a brand’s logo appears on a football kit, a table tennis racket, or an electric‑race car, it’s more than just advertising – it’s a signal about the next wave of sports sponsorship trends. In the last twelve months we’ve seen clubs like Cardiff … Read more
Why Hypercars Are Becoming “A Holiday” for Formula E Drivers When New Zealand ace Nick Cassidy described the new Peugeot 9X8 hypercar as “like a bit of a holiday” compared with his Formula E machinery, he struck a chord that’s reshaping driver development across endurance racing. The comment isn’t just humour – it reflects a deeper trend: modern LMH/LMDh … Read more
From Awards Night to Tomorrow’s Tracks: What the 2025 FIA Celebration Signals for Motorsport The glittering ceremony in Tashkent was more than a celebration of 2025 champions – it was a crystal ball for the sport’s next decade. As the FIA honors its heroes, several emerging trends are already reshaping how we race, watch, and … Read more
Dan Ticktum‘s Triumph: A Turning Point for Formula E? Dan Ticktum’s recent victory in Jakarta wasn’t just a win; it was a statement. A reminder that even the “bad boys” of motorsport can find redemption and success. But more than that, it highlights the evolving landscape of Formula E, a series undergoing a significant transformation. … Read more
Rally Italia Sardegna: A Glimpse into the Future of WRC The recent Rally Italia Sardegna showcased the raw power and relentless challenges of the FIA World Rally Championship. From Sébastien Ogier’s strategic victory to the dramatic stage of Telti – Calangianus – Berchidda, the event offered a fascinating look at the evolving landscape of rally … Read more
World Rallycross 2025: What the Lousada Circuit Tells Us About the Future The roar of engines, the smell of burning rubber, and the electrifying atmosphere – rallycross, especially the FIA World Rallycross Championship, never fails to deliver a spectacle. The recent action at the Lousada International Circuit in Portugal, kicking off the 2025 season, offered … Read more