Formula Marketing is an independent motorsport consultancy aimed at supporting brands in Formula 1, Formula E and other motorsport series.
The business was founded by James Southerland who has spent more than 25 years in the Automotive and Motorsport sectors having worked directly for Groupe PSA, McLaren Group in Formula 1 and Virgin Racing in Formula E.
Formula Marketing offers consultancy and support services to brands looking to fully leverage the power of motorsport in driving business.
Our services range from supporting brands in evaluating an association with a team in motorsport, negotiating rights through to contract, defining and implementing activation strategies, facilitating networking opportunities as well as on-site trackside support.
Brands we have worked withMotorsport & Sustainability
“The FIA [motorsport’s governing body] has endorsed sustainability as a key component of its governance and is committed to making environmental best practice part of its core culture.”
Felipe Calderón, President – FIA Environment and Sustainability Commission
The FIA is fully committed to acting responsibly and collectively managing its operations towards a sustainable future. Both Formula 1 and Formula E are certified carbon neutral racing series as are many of the teams which compete in these World Championships.
Driving meaningful positive change in the World is now a genuine output of Formula 1 and Formula E.
An association with motorsport can support a brand’s CSR, imbue positive sentiment, support brand re-positioning and enable change.
Services
We offer insightful, strategic direction to clients in ideating and building out tailored activation plans to meet your short, medium and long-term objectives. Whether you are targeting existing clients, prospective clients, investors, media, influencers, fans or employees, we can help.
Activation Strategy
Formula 1 or Formula E? Uniquely different in every sense, both World Championships offer tremendous opportunities, and we work with clients to evaluate your business objectives to ensure the perfect match.
Sponsorship Evaluation
In a post-Covid sponsorship landscape it is crucial to establish packages of rights and benefits that are truly relevant to your business. We advise and consult clients to make sure you get the very best out of your association in motorsport and can take the process right through to contract.
Rights Negotiation
Working for our clients to identify and facilitate networking opportunities to drive business.
Networking Opportunities
Devising and implementing client trackside programmes. Brand Experiences including Compering, Moderating, tour hosting, garage guiding and after-dinner speaking.
Whatever your trackside needs, we offer tailored, bespoke experiences to clients that resonate and bring alive your motorsport association.
Trackside Support
Clients
Over 20 years in previous roles with McLaren and Virgin Racing, here is a snapshot of some of the brands we have worked with:
