Connecting with Company Contacts Managing F1 Racing Sponsorships for B2B Tech Insights

·Mar 26, 2026 08:48 PM·

Does anyone know the people at their company that oversee F1 racing sponsorships? There are 10 teams and each of them have about 20 sponsors. What's jumped out at me is about 25% are B2B tech companies (and not just the AWS and Microsoft's of the world), Would like to connect with that person to understand how they maximize the return on the company's investment.

7 comments

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Emily G.
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Melissa Martensson may be able to help. Dropbox is an F1 sponsor. When I worked there, the Brand team owned a lot of the day to day ops for the sponsorship and there was some light tracking in terms of event attendance for onsite activations, but not much measured in terms of overall brand reach or pipeline acceleration. That may have changed, though...
Irwin Hipsman
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They sponsor McLaren along with alteryx, smartsheet, rubric, medallia, workday, splunk.
Emily G.
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Yep, that's right. I was looking for the Dropbox logo when I watched the F1 movie last summer, haha
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Kevin Lau
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Yes our brand team runs the sponsorship - we just signed with them last year so it's new - measurement and impact is all about the brand awareness first and pipe gen second. As part of it, the races themselves help with exec engagement and mindshare with c-suite customers that are invited - not too dissimilar from club seats at other sporting events from NFL, NBA, etc.
Irwin Hipsman
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Kevin Lau and Emily G. F1 is super interesting as its a weekend experience. It's global and execs are flying in. They get access to the F1 team and lots of other perks. Most sponsorships are run by the brand teams. With more and more B2B sponsors, the next frontier is impact on pipeline. More to come on this in a few weeks.
Amy
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Wynn Tanner?
Wynn Tanner
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Irwin Hipsman Our brand team runs our sponsorship - although that team is moving under comms in the near future. Sales LOVES it for the pipeline acceleration and exec relationships. The content teams LOVES for what you get to create and the engagement that drives for the brand. I am happy to connect you with our team, we're only a few months into an F1 sponsorship but previously sponsored a Formula E team.
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