For decades, Formula 1 sponsorship was simple: buy space on a car, a driver suit, or a pit wall, and hope the cameras caught it. The...

Sponsorship in motorsport is evolving beyond logos to shape fan engagement and audience identity. Formula 1’s journey, from tobacco to tech, finance, and now beauty brands, reflects shifting demographics and cultural values. As F1 embraces diversity and younger fans, MotoGP, IndyCar, and NASCAR can also innovate sponsorships by partnering with wellness, education, and sustainability brands. This evolution drives growth, relevance, and deeper fan loyalty in motorsport’s future

There’s nothing quite like standing at Eau Rouge, heartbeat sync’d to the roar of engines, surrounded by a sea of color-coded allegiance....

In 2013, Claire Williams became one of the few women to lead a Formula 1 team, stepping into Williams Racing as it faced deep decline. Despite her efforts to modernize and rebuild, she inherited a struggling organization with limited resources. Her leadership was harshly scrutinized, and her eventual exit reflected the “glass cliff” phenomenon, where women are handed high-risk leadership roles and blamed when things collapse. Her story reveals systemic barriers, not personal

Lella Lombardi made history in 1975 as the only woman to ever score points in Formula 1. Nearly 50 years later, that record still stands. Why? This article explores her remarkable journey and the barriers still facing women in motorsport today, and what it will take to finally see another woman break through.

You can’t walk through a Grand Prix weekend (or scroll through motorsport socials) without spotting a Lewis Hamilton cap, a McLaren...

A look at the evolution of female drivers presence in motorsport in the Middle East. From invisible to the trailblazers that are changing the game for women.

Athletes have become a part of celebrity culture, but is it making the way fans and media treat them unrealistic? With pressure from the sport and from the public, it's become harder and harder to deny that fame and recognition is having an impact on the lives of athletes, and not all of it is good.

There’s a reason motorsport has been capturing hearts (and brand dollars) at record speeds lately. Beyond the screeching tires and...

When it comes to high-adrenaline and high-stakes competition, few industries compare to motorsports and gaming. Both fuel passionate...

Sponsorships in sport has the power to drive change, amplify voices and challenge your perception of the industry. Here's 4 examples.

Women’s sports have come a long way, but when it comes to broadcasting, they’re still stuck in the slow lane. Despite undeniable talent,...

In November 2024, F1 introduced a formal Diversity and Inclusion charter, but what exactly does it do and how? 

We're thrilled to announce the launch of Open Track Consultants- an initiative focused on bringing a fresh DEI perspective to...